Study On Tourist Satisfaction Of Shiniu Mountain Scenic Spot Based On IPA Analysis

In recent years,with the vigorous development of China ’s tourism industry,tourists ’ demand for tourism is changing with each passing day.Tourist satisfaction,as one of the important indicators reflecting the quality of scenic spots,directly affects tourists ’ choice,consumption,revisit and recommendation of tourist destinations.Therefore,the scenic spot needs to continuously improve the service quality of tourism,improve the satisfaction of tourists,and promote the high-quality development of tourism.In this study,Shiniu Mountain Scenic Area in Fujian Province was selected as the research object.Based on the research results of scholars at home and abroad,a questionnaire on the evaluation index system of tourist satisfaction in scenic spots including six dimensions of ’ accommodation,tourism,purchase,transportation,food and entertainment ’ was constructed.The research data were obtained by means of field questionnaire survey and scenic spot investigation and interview.The following results were obtained by using IPA method :(1)The scenic spot should continue to maintain the advantages of environmental sanitation,service quality of catering staff,convenience of occupancy,service efficiency of hotel staff,overall comfort of accommodation,and honest management of traders.(2)The scenic area should reduce the investment in the tour project,route planning,basic supporting facilities(network,sanitation,logo,etc.),dining environment and health status,room equipment and facilities,scenic cable car safety and comfort,parking lot and supporting facilities,traffic cost,entertainment project safety,staff service attitude and other aspects;(3)The scenic area needs to gradually improve the guide commentary,hotel consumption price level,traffic convenience in the scenic area,shopping place order,commodity variety richness,commodity price,activity characteristics and richness,and entertainment project participation.(4)The scenic spot should focus on improving the ticket price,dining convenience,dining price and taste,food category and characteristics,external traffic accessibility,local characteristics,entertainment environment and atmosphere.Finally,from the perspective of overall comprehensiveness,according to the interview survey of scenic managers and the actual development of scenic spots,combined with the distribution of each index factor in the quadrant diagram of the traditional and modified IPA analysis model,as the key factor to improve the satisfaction of tourists in Shiniu Mountain Scenic Area,this study puts forward specific countermeasures from the aspects of improving the tourism infrastructure of scenic spots,strengthening the multi-dimensional development of scenic traffic,increasing the hotel products of scenic spots,strengthening the tourism talents of scenic spots,optimizing the business environment of scenic spots,cultivating new tourism projects,and broadening the channels of publicity and promotion,in order to help Shiniu Mountain Scenic Area to improve the satisfaction of tourists and the comprehensive competitiveness of scenic spots.At the same time,it also hopes to provide reference for the development of other similar scenic spots.