Research On Improving Tourism Service Quality Of Weifang Yangjiabu Folk Customs Grand View Park Based On IPA Method

Since the implementation of China’s reform and opening-up policy,the domestic economy has developed vigorously and the tourism industry has grown rapidly,with the impact of service quality on the competitiveness of tourist attractions gradually increasing.Therefore,managers of tourist attractions should pay full attention to how to efficiently measure the level of service quality of the attractions and improve it when carrying out the daily operation and management of the attractions.The National Health and Wellness Commission issued a release approved by the State Council to lift the Category A infectious disease prevention and control measures taken for novel coronavirus infection in January2023.At the same time,in the new situation of the normalisation of the epidemic,the managers of tourist attractions have to combine with it to deal with the new problems that exist in the tourist attractions.This thesis takes the Yangjiabu Folklore Grand View Park in Weifang as the subject of research to measure its business services and to provide corresponding suggestions for improving the quality of business services.The literature on the use of the modified IPA method to evaluate service quality is summarised as follows: Although many scholars at home and abroad have discussed how to assess the quality of tourism services,there are fewer studies on the evaluation of service quality in tourist attractions under the current situation of the new crown epidemic.Therefore,this thesis selects Weifang Yangjiabu Folklore Grand View Park as the object of investigation and research combined with the current special background of the prevention and control of the New Coronavirus,using literature research method and so on to build Weifang Yangjiabu Folklore Grand View Park’s tourism service evaluation system,which includes catering,accommodation,transportation,sightseeing,shopping,entertainment services,service personnel,information intelligence,comprehensive management,security management,a total of 10 major first-level indicators.Under this are subdivided 26 evaluation indicators.The study found that 8 factors belong to the strengths of the modified IPA model,6 factors belong to the maintenance areas of the modified IPA model,5 factors belong to the improvement areas of the modified IPA model and 7 factors belong to the weak areas of the modified IPA model,indicating that there is still much room for improvement in the performance of tourism services in Weifang Yangjiabu Folklore Grand View Park in general.In response to the findings of the study,the following are proposed: creating unique catering;increasing direct bus routes and improving the infrastructure system for self-drive tours;improving the professional knowledge and skills of service personnel in the scenic spot;promoting the construction goal of "new experience and new life" for smart tourism;optimising the layout of toilets and rubbish bins;and setting up various complaint platforms.On this basis,corresponding improvement measures are proposed to address the problems of Yangjiabu Grand View Garden in Weifang,thus further improving its overall service level,enhancing the satisfaction of its visitors and contributing to the sustainable development of the area.