基于IPA分析法的主题公园游客满意度提升策略研究——以上海迪士尼乐园为例
Research on the Strategies for Improving Tourist Satisfaction in Theme Parks Based on IPA Analysis Method—A Case Study of Shanghai Disney Resort

主题公园是旅游业的重要组成部分，在旅游产业链中扮演着重要角色。随着市场竞争的加剧，游客满意度成为主题公园持续成功运营的重要因素，不仅直接关系着重游率和口碑传播，更是主题公园持续发展和品牌竞争力提升的关键。本研究以上海迪士尼乐园为研究案例，主要采用问卷调查和IPA分析法，深入探究主题公园游客满意度现状。结果表明：① 游客对上海迪士尼乐园的总体满意度较高，29项因子的重要性和满意度均值分别为3.96和3.93。② 将29项评价因子定位到IPA模型四个象限中，主题定位与设计等4个因子处于优势区，品牌形象与口号设计等8个因子处于保持区，项目情景设计等7个因子位于机会区，价格费用等10个因子处于改进区。基于IPA模型分析结果，对优势区、保持区、机会区和改进区分别提出有针对性的策略，以进一步提升主题公园游客满意度和市场竞争力。
Theme parks are an important part of the tourism industry and play an important role in the tourism industry chain. With the intensification of market competition, visitor satisfaction has become an important factor for the sustainable successful operation of theme parks, which is not only directly related to the rate of visit and word-of-mouth communication, but also the key to the sustainable development of theme parks and the improvement of brand competitiveness. This study takes Shanghai Disney Resort as a case study, and mainly uses questionnaire survey and IPA analysis method to deeply explore the status quo of theme park visitors’ satisfaction. The results show that: ① The overall satisfaction of visitors to Shanghai Disney Resort is high, and the average importance and satisfaction of 29 factors are 3.96 and 3.93, respectively. ② 29 evaluation factors are located in the four quadrants of IPA model, 4 factors such as theme positioning and design are in the advantage zone, 8 factors such as brand image and slogan design are in the maintenance zone, 7 factors such as project scenario design are in the opportunity zone, and 10 factors such as price and cost are in the improvement zone. Based on the results of IPA model analysis, targeted strategies were proposed for advantage area, retention area, opportunity area and improvement area, respectively, to further improve the satisfaction of theme park visitors and market competitiveness.