Empirical research on evaluating the satisfaction of karst cave tourism interpretation system based on the IPA analysis method: In the case of Chongqing Furong Cave

Based on the IPA (Importance-Performance Analysis) method, this paper takes Furong cave in Wulong County, Chongqing City as an example to study the satisfaction of tourism interpretation system from visitors. This research have gained such conclusions as: (1) Because of the rich scientific connotation of karst caves, visitors have high expectation to karst cave tourism interpretation and expect the tour guide combining the scientific knowledge of caves with interestingness in the interpretation to increase the attraction of caves.(2)Interpretation brand in karst caves is an important interpretation media during the visitors’ independent sightseeing, and receive high attention from tourist. They hope interpretation brand be built in the right place and written with simple, accurate and scientific content and icon comply with the international tradition and national standards. Besides, the design of brands’ appearance is expected to coordinate with cave environments.(3) Karst cave visitor center, used frequently, has a great influence on the first impression of visitors. So, the position, appearance, function and special service of the center is an important factor for enhancing tourist overall satisfaction.