UNLOCK IPA ANALYSIS:THE KEY TO DEEP INSIGHT INTO TOURIST SATISFACTION

Amid global economic integration and steady improvements in living standards, tourism has emerged as a vital industry with tremendous growth potential, serving as a key driver of economic development for numerous countries and regions. Research by the World Tourism Organization reveals that leisure tourism demand experiences explosive growth when per capita GDP exceeds $5,000. Since China surpassed this threshold in 2011, the tourism sector has experienced rapid expansion. In 2023, domestic tourist visits reached 4.891 billion, marking a 93.3% increase from 2022, while total domestic tourist spending hit 4.91 trillion yuan – a 140.3% surge compared to 2022. During the first half of 2024, domestic tourist visits totaled 2.725 billion, representing a 14.3% year-on-year increase, with total spending reaching 2.73 trillion yuan, reflecting a 19.0% growth from the same period in 2023.

With the booming tourism industry, market competition has intensified while travelers' demands have grown increasingly diverse and personalized. As a key indicator of service quality and market competitiveness for destinations and businesses, tourist satisfaction plays a vital role in sustainable tourism development. Satisfied visitors not only tend to return but also spread positive word-of-mouth, attracting new customers. Conversely, poor satisfaction can lead to negative reviews that damage brand reputation. Therefore, understanding the factors influencing tourist satisfaction and accurately identifying traveler needs have become focal points for both industry professionals and researchers.

Among various methods for studying tourist satisfaction, the Importance-Performance Analysis (IPA) method stands out with its unique advantages. By comparing perceived importance with actual performance, IPA analysis visually and clearly demonstrates the status of tourism service elements in tourists' minds and their actual implementation. This helps tourism professionals identify strengths and key areas for improvement. It not only provides scientific basis for optimizing resource allocation and formulating marketing strategies for tourism enterprises, but also offers robust support for destination planning and management. For instance, in scenic area facility construction, IPA analysis can clarify which facilities tourists consider important and perform well, and which are important but underperforming and require urgent improvement. This enables rational allocation of funds and human resources for targeted construction and enhancement. Therefore, applying IPA analysis to tourist satisfaction research holds significant theoretical and practical implications for improving service quality, enhancing market competitiveness, and promoting sustainable development in the tourism industry.