The Research On The Strategy Of Improving Haikou Global 100 Service Quality Based On Tourists’ Satisfaction

With the improvement of people’s living standard and consumption ability,more and more people choose the leisure way of tourism.Hainan,as an international tourism island,receives more and more tourists every year.At present,Haikou City will continue to actively expand the tourism industry and promote some tourism products to become the "card punching place" for tourists.Haikou Global 100 scenic spot,as a newly built theme park in Haikou,is also attracting more and more tourists.How to obtain high satisfaction,strong willingness to revisit and recommend,and how to improve the service quality of the scenic spot have become the "card punching place" of wanghong,which have become the important issues that the scenic spot needs to pay attention to at present.This paper takes Haikou Global 100 scenic spot as the research object,based on the expectation inconsistency theory,constructs a system to measure the satisfaction of visitors to Haikou Global 100 scenic spot,through field research and questionnaire survey,investigates the experience results of visitors with different demographic characteristics on 9 elements of the scenic spot,such as amusement programs and catering services,and 33 indexes,such as the types of programs,program entertainment,attractiveness,etc.,and uses By using correlation analysis and IPA analysis,it was found that different visitors to Haikou Global 100 have different perceptions of the various service contents of the scenic spot,and through the four quadrants of IPA analysis,it was concluded that the elements that need to be maintained in the future business development of the scenic spot(types of programs,program safety measures,restaurant environmental hygiene,public rest facilities,service personnel image and attitude efficiency,tour guide signs,program entertainment attractiveness,cleanliness and convenience of toilets,reasonableness of the number of rubbish bins,pedestrian traffic environment in scenic spots,tourist information telephone service,professionalism of actors);key elements for improvement(quality of public service facilities,ticket prices in scenic spots,food and beverage prices in scenic spots);elements for gradual improvement(types of tourist souvenirs,sales methods,prices of electric vehicles in scenic spots,prices of tourist goods,number of shops and convenience of shopping,scenic spots We Chat microblogging service,scenic spot electric car tour experience,car park convenience);elements for improvement and adjustment(taste of items,ordering and serving service,stunt performances,scenic spot tourism website,visitor service centre,performance schedule,creativity of performance programs,scenic spot map and introduction manual of tour points,convenience of transportation to reach the scenic spot,scenic spot wifi).To improve the service quality of Haikou Global 100 Scenic Area,we propose the following strategies: firstly,in terms of management improvement,we should improve the public service facilities,reasonably position the ticket prices and catering prices of the scenic area;improve the perception of tourists and alleviate their emotions of waiting in line;and reasonably guide tourists’ expectations of tourism.Secondly,in terms of product development,we should innovate scenic tourist products;develop and design tourist souvenirs.Thirdly,in terms of scenic spot publicity,to increase publicity efforts.Fourth,in terms of staff service,we should strengthen staff motivation and improve staff satisfaction;cultivate service awareness and standardize service etiquette;focus on staff training and enhance service skills.It is hoped that Haikou Global 100 Scenic Area will be optimised in future management to improve the experience value of visitors and enhance overall visitor satisfaction,thus promoting sustainable and high-quality development of the area.