Research on Tourist Satisfactions of the Xishuangbanna Wild Elephant Valley Scenic Area Based on the IPA Analysis Method

This paper reported the tourist satisfaction survey in the wild elephant valley scenic area of Xishang banna based on IPA analysis method. By the way of questionnaires to visitors, 11 variable factors such as ecological environment, service attitude, level of consumption, tourist safety and so on were extracted to survey tourists′ satisfaction and importance for wild elephant valley. The results showed that visitors were more satisfied with good human landscape and ecological environment; therefore these 2 factors belong to advantage area. The interpretation service, service attitude and tourism safety belonged to maintain area, which tourists′ evaluation was beyond what expected. Food shopping, service facilities and consumption was area for improvement, which still has plenty of room for improvement. Three factors of travel traffic, scenic capacity and sanitary were vulnerable area, which was the main disadvantage of the scenic spot. The paper also provided the solution to the problems involved in the management of the wild elephant valley scenic area to improve the satisfaction for tourists, increasing the attraction to make the scenic spot sustainable development.