Evaluation Of Tourist Satisfaction In Dalian Discovery Kingdom Theme Park

In recent years,the tourism industry has developed rapidly in the world,and now it has become the third largest industry in the world.With the rapid development of China’s economy and the improvement of people’s living standards,people’s demand for tourism consumption has further increased.In recent years,China’s tourism industry has been maintained in a state of rapid development,and the national economy has benefited a lot from this.Theme park,as a landmark scenic spot,has gradually become the main revenue force of the tourism industry.However,in the process of rapid development,most theme parks ignore the long-term development of theme parks,and fail to improve the park’s software and hardware services,resulting in the overall satisfaction of tourists is not high,and the number of tourists continues to decrease.Ther efore,it is very important to investigate the tourist satisfaction of theme park and study the results,and finally put forward the strategies to improve the satisfaction.This article chooses the most popular Discovery Kingdom theme park in Dalian as the research object.First of all,using the literature research method,combing the relevant research results.With the help of ACSI model of American tourists’ satisfaction,this paper divides the factors of theme park influencing customer satisfaction into six major elements:customer expectation,perceived quality,perceived value,customer satisfaction,customer complaint and customer loyalty.Through the above six elements,the theme park satisfaction is structured into a three-level index and 27 factors evaluation system,each factor is transformed into the corresponding questions,forming a question naire suitable for the theme park satisfaction survey.After the questionnaire was distributed and recovered,the valid data were screened,and the reliability test and paired treliability test were carried out with SPSS software.After classifying tourists by age,gender,education level,income and region,this paper analyzes the views of different types of tourists on the importance and satisfaction of various aspects of the park.Then 20 factors of perceived quality and perceived value are analyzed by IPA analysis,and the results are divided into four areas:continuous maintenance area,over effort area,low priority area and key improvement area.In order to ensure the preciseness of the analysis results,IPA correction method is used to improve the IPA analysis results.According to the research results,the problems of 20 factors of perceived quality and perceived value are analyzed one by one;the 7 factors of customer expectation,customer satisfaction,customer complaint and customer loyalty are analyzed in a unified way,and finally the relevant improvement strategies are put forward.The improvement strategies include:moderately adjust the ticket price,enrich the ticket type;moderately adjust the hotel price;enrich the park’s play content;improve the catering quality and service quality;strengthen the network information push,etc.The above strategies provide a theoretical basis for the improvement of Dalian Discovery Kingdom theme park in the future,and also hope to be helpful for the improvement of other domestic theme parks.