| With the upgrading of China’s residents’ consumption structure and the optimization of population policies,significant changes have taken place in tourists’ travel and consumption preferences,and tourists’ requirements for tourism quality continue to increase,resulting in a rapid development of leisure and vacation tourism demand.How to develop the tourism market and ensure the stability of tourist sources has become the focus of attention of major scenic spots.Tourist satisfaction can measure the quality of tourism services and is the source of competitiveness in the tourism market.The higher the tourist satisfaction,the higher the tourist loyalty,and the stable and large-scale passenger flow in the scenic area.Marine theme parks,as a form of leisure and vacation tourism,are developing rapidly and the competition is becoming increasingly fierce.Realistically measuring the satisfaction of tourists in theme parks and identifying weak links in the operation and management of marine theme parks are of great significance for the current operation and management of marine theme parks,in order to identify areas in urgent need of improvement.This article takes Yingkou Huaxia Atlantis World as the empirical object.By reading a large number of documents and combining the characteristics of Yingkou Huaxia Atlantis World,and adopting the suggestions of tourists,scenic area employees,and relevant experts,it identifies eight dimensions and 30 evaluation factors: environmental carrier,service carrier,catering,accommodation,transportation,tourism,shopping,and entertainment.Distribute questionnaires to tourists through the field and the network to obtain survey data,and ultimately obtain309 valid questionnaires.Through descriptive statistical analysis,IPA analysis,modified IPA analysis,and paired sample T-test,this paper analyzes the tourism behavior characteristics of tourists from Yingkou Huaxia Atlantis World,as well as the important perception and satisfaction perception of satisfaction evaluation factors in the tourism experience process.Through the analysis of the modified IPA model,there are 10 factors that fall into the dominant area,14 factors that fall into the improvement area,2 factors that fall into the opportunity area,and 4 factors that fall into the maintenance area.The factors in the improvement area account for about half of the total evaluation factors,indicating that tourist satisfaction in the scenic area is not high.The improvement area is the most important of the four areas,and is divided into three levels based on the distance from the 14 factor points to the 45° auxiliary line: far,medium,and near.The farther away from the 45° auxiliary line,the more attention managers need to pay.The order of priority for improvement is the far area of improvement,the middle area of improvement,the near area of improvement,the opportunity area,the maintenance area,and the advantage area.Find out the disadvantages and advantages of tourist satisfaction in Yingkou Huaxia Atlantis World based on the factor characteristics in different regions,and try to put forward targeted suggestions based on the priority of the problem: focus on improving the promotion strategy in the far region,focus on improving the promotion strategy in the middle region,focus on improving the promotion strategy in the near region,actively improve the strategy in the opportunity region,maintain the moderate control strategy in the region,and continue to maintain the strategy in the advantageous region.Specific countermeasures include improving the quality of the shower area,strengthening the management of toilets in the scenic area,optimizing the signs and route maps in the scenic area,strengthening the management of water quality in the entertainment area,enriching the content of programs and performances,improving tourists’ perception,alleviating the waiting mood of tourists,improving the service level of employees,improving the management of the tourist service center,and creating characteristic souvenirs. |
PDF Full Text Request