The Research Of HaSuHai Scenic Spot Tourist Satisfaction Analyzing And Improving Strategies Based On IPA Model

With the rapid development of Chinese economy,people living level has been improved,leisure time and disposable income increased,the speed of domestic tourism demand is growing quickly,the number of domestic tourists reached 5.539 billion and income reached 5.1278 trillion in 2018.Tourism is an important industry of national economy,tourist satisfaction is the driving force of sustainable development,it becomes basic survival to scenic spots.Tourist real demand and expectation can be learned by tourist satisfaction survey,it has meaning to change business strategies and improve manage level and comprehensive competitiveness.HaSuHai is located in the west of TuZuoQi,Huhhot city,Inner Mongolia,it is the National 4A scenic spot and has 30 square kilometers area,it is the core area of nomadic culture and the inherit area of Mongolian culture.Therefore,it has the meaning of practical significance and reference value to study HaSuHai scenic spot tourist satisfaction.HaSuHai scenic spot is the research object in the paper,in order to investigate tourist satisfaction,it summaries the research situation of tourist satisfaction by organizing related literatures at home and abroad,the Customer Satisfaction Theory and Expectancy Gap Theory as the basis theory,literature research,questionnaire investigation,IPA analysis are research methods.The research adopt field research and distribute questionnaires to tourists by sampling survey,mainly to survey the importance and satisfaction of index factors,then analysis tourist basic situation by excel,it concludes tourist characteristic who visit HaSuHai;Spss software was used to conduct paired sample t-test on importance and satisfaction,the average value of each index factor was obtained,IPA analysis is used to study tourist satisfaction,selecting the average value of importance and satisfaction as break point according to results,each index factor distribute in four quadrants according to score.As a result,there are four quadrant areas,they are concentrate here area,keep up with the good work area,low priority area,possible overkill area,in order to improve service quality and tourist satisfaction,strategies should be adopted for concentrate here area and low priority area.The result from IPA analysis shows that the factors which tourist feel dissatisfied but they are important consist of charge is more expensive,restaurant sanitation is poor,less number of unreasonable toilets,safe strategies of water play terms are not perfect.To solve these problems,the scenic area put forward strategies to adjust charge,improve the level of restautant service and food safety,tourist toilet should be built more and more,improving water play safe management and so on,put forward some methods for low priority area.