IPA Analysis of Coastal Tourist Satisfaction

By means of the questionnaire survey and Importance/Performance Analysis, 17 observable variables were selected for the analysis of tourist satisfaction.Firstly, relevant data was collected by aid of questionnaire survey.And then, the data was subjected to the analytical model to find out the leading factors deciding the tourist satisfaction promotion.It is found that tourists felt rather satisfied with city environment, hospitality of the local residents, which are the advantageous aspects in need of continuous efforts.However, they felt somewhat disappointed at the traffic, management of the scenic area, which needs to give adequate attention for improvement.Based on the analysis, some suggestions are made to improve projects of high-importance with low satisfaction, maintain the advantage of those projects of high importance and high satisfaction, and keep the current status of projects of the low-importance and high-satisfaction so as to provide some references for the development and management of the tourism industry and thus further promote its sustainable development.