Analysis of Tourist Satisfaction of China’s Historical and Cultural Cities Based on the IPA Theory： A Case Study in Hancheng City
In recent years, tourist satisfaction has become a hot research issue, which arouses more interestes and focuses in the tourism research field. Taking the historical and cultural city of China——Hancheng City as a case study, the paper has drawn a two dimensions scatterplot chart of tourism expectation and experience by SPSS17.0 software with survey data obtained from a great deal of questionnaires and researched the development of tourism industry in Hancheng City on the basis of IPA （Importance Performance Analysis）. The results show that the tourism industry of Hancheng City doesn,t meet the tourists,needs well. After that, the paper has located 28 factors affecting the tourist satisfaction into 4 quadrants of IPA, analyzing the advantages and disadvantages in the tourism industry of Hancheng City and finally putting forward the corresponding countermeasures and suggestions for each quadrant, which include keeping good work, priority development, Low Priority development and development by nature. Firstly, 7 factors from quadrant Ⅰ have great importance and performance, so they should be kept to gain better results; secondly, 13 factors belonging to quadrant Ⅱ have great importance but poor performance, so they need to be developed primarily in order to improve the total competitive power of tourism and realize the sustainable development of tourism industry in Hancheng City; thirdly, 3 factors from quadrant Ⅲ have low importance and poor performance, so they need to be developed as low priority but cannot be ignored; finally, 5 factors from quadrant Ⅳ have low importance but great performance, so the department should not make much efforts on them. At last, in order to improve the development level of tourism industry in Hancheng City and enhance tourist satisfaction, the department should solve the probems as soon as possible.
IPAHistorical and cultural cityTourist satisfactionHancheng City
NETL
NSTL
万方数据
维普
