Research on the Strategy of Improving Tourist Satisfaction in the Zushan Scenic Area of Qinhuangdao

Purpose - With the booming development of the tourism industry, competition among tourist attractions is becoming increasingly fierce. For scenic spots, the level of tourist satisfaction directly affects the popularity of the scenic spot and the economic benefits it can generate. Therefore, improving tourist satisfaction in scenic areas is the key to their development. Design/Methodology/Approach - This article adopts a research method tailored to local conditions. With a full understanding of relevant theories and the Zushan Tourist Scenic Area, domestic and foreign literature and relevant cases are used as references. Findings - Using IPA analysis method to analyze the current situation of tourist satisfaction in Zushan Scenic Area, obtain real and effective data, analyze and propose relevant marketing problems based on this, and finally propose corresponding optimization strategies for this series of marketing problems. Research Implications - Based on theory and practice, this paper reviews and analyzes the existing domestic and foreign literature, which not only enriches the existing research literature, but also provides some enlightenment for future related research. The IPA model and questionnaire survey were used to study the tourist satisfaction in the Zushan Scenic Area of Qinhuangdao. It is of practical significance to have an indepth understanding of the factors affecting tourist satisfaction in the tourism process of Qinhuangdao Zushan Scenic Area, to explore its advantages and disadvantages, and to put forward effective countermeasures and strategies to promote tourism development, so as to improve the tourist satisfaction and tourism market competitiveness of the scenic spot.