基于IPA分析法的游客旅游满意度研究——以开封菊花文化节为例

A Study on Tourist Satisfaction Based on IPA Methods in Kaifeng Chrysanthemum Cultural Festival

节事活动是旅游业的重要组成部分,目前中国节事活动呈现出一片繁荣的景象.运用IPA(Important-Performance Analysis)分析法,以开封菊花文化节为例,从参与者的角度对开封节事活动的发展进行实证研究,结果显示:1参与者认为在影响节事满意度的感知项中,服务、价格、治安状况及节事活动文化内涵是最为重要的,而参与者对市民态度、节事活动特色、氛围及城市到达交通最为满意;2参与者对节事活动特征项的重要性感知高于满意度感知;3将17个特征项定位于IPA分析图中,并根据4个象限(继续保持、重点改进、勿需优先以及表现过度)的分布情况,对开封节事活动的发展提出建议.

Festival and special events are an important part of the tourism industry. Nowadays,festival and special events in China develop prosperously. This paper takes Kaifeng Chrysanthemum Cultural Festi-val for example and uses IPA （Important-Performance Analysis） to make an empirical study on the devel-opment of festival activities in Kaifeng from the perspective of participants. The results show that（1） par-ticipants felt that services,prices,law and order situation and the cultural connotation of festival activities are the most important items among the perception items,and the attitude of the natives,features and atmo-sphere of festival activities and city traffic are of the most satisfaction;（2） participants＆#39; perception of im-portance is higher than their perception of satisfaction;（3） 17 items are located in the IPA analysis dia-gram,and some suggestions are put forward on the development of festival activities in Kaifeng according to the distribution of four quadrants.