Abstract:

 World heritage sites have become popular tourist destinations in recent years. Taking Lijiang Old Town as a case， this paper analyzes the current situation of touristic satisfaction and explores how to improve its tourist satisfaction among world heritage sites. First of all， a fuzzy comprehensive evaluation method was conducted to investigate the touristic satisfaction level of Lijiang Old Town， and the results showed that the overall satisfaction level was "Good". Besides， the seven indicators at the element level were also shown to be "Good". Secondly， the results of IPA analysis chart show that the authenticity， food quality and commodity quality of Lijiang Ancient City are located in the high importance-low satisfaction area， which needs to be improved urgently. Finally， based on the results of the above research data， the paper puts forward strategies to improve the tourist satisfaction of Lijiang Ancient City， the world heritage site.

Key words:  , world heritage sites,  , tourist satisfaction,  , Old Town of Lijiang,  , fuzzy comprehensive evaluation method,  , importance-performance analysis