基于游客满意度的成都乡村旅游形象提升研究

发布时间：2018-01-21 08:54

本文关键词： 游客满意度成都乡村旅游形象提升　出处：《四川师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着旅游业的不断发展,旅游市场竞争逐渐由最初的资源竞争、产品竞争转变为形象竞争。不可否认,树立良好的旅游目的地形象是旅游地提升知名度和提高竞争力的制胜法宝,也是促进旅游业长远、可持续发展的关键因素。如今旅游业的发展不仅受到市场需求的约束,也受到游客消费观念的影响,本文以成都市乡村旅游景点为研究对象,通过对游客满意度与旅游目的地形象的关系进行实证研究,从而探讨如何从游客满意度出发,来提升成都乡村旅游形象。全文分为6个部分:第一部分为绪论。主要阐明了本论文研究的背景、目的和意义,并提出了本文的研究思路和可能的创新点以及研究方法和技术路径,以此来明确本研究的方向和切入点。第二部分为国内外文献综述。搜集、分析和总结国内外游客满意度、乡村旅游、目的地形象等相关文献,在理论研究与实践观察的基础上,提出了本论文的研究课题。第三部分为关系研究。选取成都周边众多乡村旅游景点为案例区,通过问卷设计和走访调查收集数据,并提出了研究假设和构建了关系模型,以对游客满意度与旅游目的地形象之间的关系进行研究。第四部分为分析验证。对实地调查收集到的数据利用数理统计法进行分析与验证;同时利用IPA分析法了解了游客的心理预期与实际感知之间的差距,明确成都乡村旅游形象的优势和劣势,为成都乡村旅游形象的提升提供依据。第五部分为提升研究。以实证研究结果为依据,以游客满意度为出发点,对成都乡村旅游形象进行提升。第六部分为总结与展望。对本文研究进行总结,提出不足的同时也对下一阶段的研究给予展望。
[Abstract]:With the continuous development of tourism, the competition of tourism market has gradually changed from the initial competition of resources to the competition of products into the competition of image. Setting up a good image of tourism destination is a magic weapon to enhance the popularity and competitiveness of tourist destination, and it is also a long-term promotion of tourism. Nowadays, the development of tourism is not only restricted by the market demand, but also influenced by the concept of tourists' consumption. Through the empirical study on the relationship between tourist satisfaction and tourist destination image, this paper discusses how to proceed from tourist satisfaction. The full text is divided into six parts: the first part is the introduction. It mainly expounds the background, purpose and significance of this paper. And put forward the research ideas, possible innovation points, research methods and technology path, in order to clarify the direction and breakthrough point of this study. The second part is the literature review at home and abroad. Analysis and summary of domestic and foreign tourists satisfaction, rural tourism, destination image and other related literature, on the basis of theoretical research and practical observation. The third part is the relationship research. Selecting many rural tourist attractions around Chengdu as the case area, collecting data through questionnaire design and visiting survey. At the same time, the research hypothesis and the relation model are put forward. This paper studies the relationship between tourist satisfaction and tourist destination image. 4th part is the analysis and verification. At the same time, using IPA analysis to understand the gap between tourists' psychological expectation and actual perception, and to clarify the advantages and disadvantages of Chengdu rural tourism image. To provide the basis for the promotion of Chengdu rural tourism image. 5th part for the promotion of research. Based on the results of empirical research, based on tourist satisfaction as the starting point. The 6th part is the summary and prospect. This paper summarizes the research, puts forward the deficiency and gives the prospect to the next stage of the study.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F327;F592.7

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