三清山游客满意度及忠诚度研究

发布时间：2018-02-09 16:54

本文关键词： 游客体验游客满意度忠诚度三清山景区　出处：《江西师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：21世纪是旅游业高速发展的时代，旅游业是国民经济的重要推手。随着物质水平的不断提高，人们对旅游需求呈多样化态势，从最初简单的观光游览到追求身心愉悦的享受。为在激烈的市场竞争中生存，，各景区强化“以旅游者为中心”的理念，为给游客提供美好的旅游体验而努力。提高游客满意度有利于景区争取忠诚旅游者、发掘旅游者的潜在价值，占有更大的市场份额。江西正在大力发展旅游事业，旅游业为本区域的支柱产业。三清山是国际公认独特的、无法复制的及具有突出意义的自然景观。世界自然遗产的评定是三清山旅游发展的重要契机，旅游业收入在当地GDP份额比重不断上升，但在迅速发展中也显露出了各种问题。因此，研究三清山游客满意度及忠诚度显得尤为重要，有利于景区及时认识自身的不足，加强经营管理，更好的促进当地旅游业的可持续发展。本文以三清山风景区为例，研究三清山游客体验的现状。构建了三清山景区游客满意度和忠诚度概念模型，并初步建立了相应的指标体系，提出相关研究假设。根据调查数据运用SPSS19.0进行因子分析提取公因子，修正了游客满意度和忠诚度的指标结构。通过方差分析了解到游客的不同属性对游客满意度和忠诚度存在差异。再运用相关分析和回归分析验证了研究模型和假设，再运用相关分析和回归分析验证了研究模型和假设。文章最后提出了提升庐山旅游者满意度与忠诚度的若干对策。
[Abstract]:21th century is the era of rapid development of tourism, tourism is an important driver of the national economy. With the constant improvement of material level, people's demand for tourism is diversified. From the initial simple sightseeing to the pursuit of physical and mental enjoyment. In order to survive in the fierce market competition, the scenic spots strengthen the concept of "taking tourists as the center". In order to provide tourists with a better tourism experience, improving tourist satisfaction is conducive to attracting loyal tourists, exploring the potential value of tourists, and occupying a greater market share. Jiangxi is vigorously developing its tourism industry. Tourism is the mainstay of the region. Sanqing Mountain is an internationally recognized unique, inreplicable and prominent natural landscape. The evaluation of the World Natural Heritage is an important opportunity for the tourism development of Sanqing Mountain. The proportion of tourism income in local GDP is rising, but in the rapid development, various problems are also revealed. Therefore, it is very important to study the satisfaction and loyalty of tourists in Sanqing Mountain, which is helpful for the scenic spots to know their own shortcomings in time. Strengthen management to promote the sustainable development of local tourism. Taking Sanqing Mountain Scenic spot as an example, this paper studies the present situation of tourist experience in Sanqing Mountain, constructs a conceptual model of tourist satisfaction and loyalty in Sanqing Mountain Scenic spot, and establishes a corresponding index system. Based on the investigation data, we use SPSS19.0 to extract common factors by factor analysis. The index structure of tourist satisfaction and loyalty is corrected. Through variance analysis, it is found that different attributes of tourists have differences in tourist satisfaction and loyalty. Then, the research model and hypothesis are verified by correlation analysis and regression analysis. The research model and hypothesis are verified by correlation analysis and regression analysis. Finally, some countermeasures to enhance the satisfaction and loyalty of tourists in Lushan Mountain are put forward.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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