Abstract
This paper researched on visitors' pre-visit expectation and reality experience about visitors' satisfaction in Zhangjiajie National Forest Park, and constructed visitors' expectation and experience matrix based on IPA (Important-performance analysis) and SWOT (Strength, Weakness, Opportunity and Threat). The findings showed that there were 14 opportunities, 3 strengths, 11 weaknesses and 6 threats according to visitors' expectation and experience matrix in Zhangjiajie National Forest Park. And it implied that there was good satisfaction of visitors in Zhangjiajie National Forest Park. Finally, some measurements would be put forward for the park.
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