旅游地游客满意度感知及提升策略研究——以黑龙江省哈尔滨为例

发布时间：2018-05-10 05:55

本文选题：游客满意度 + 结构方程　；参考：《干旱区资源与环境》2014年06期

【摘要】：四象限法将游客满意度看成产品期待和产品表现的函数,通过重要度-满意度的比较得到游客的满意程度。文中以黑龙江省哈尔滨市为研究对象,市场调查问卷获取数据,运用结构方程模型和因子分析法测算游客满意度。结果表明:购物、旅游线路、导游解说3个因素最为重要,满意度较高;餐饮、住宿、交通、文化景观、空气质量等12个因素最为重要,但满意度不高;导游解说、名胜古迹、社会形象3个因素的重要性较弱,满意度较低;旅游安全、文化形象两个因素的满意度较高,重要程度弱。最后运用四象限理论,根据重要度和满意度的强弱程度,提出发展策略。
[Abstract]:The four-quadrant method regards tourist satisfaction as a function of product expectation and product performance, and obtains the satisfaction degree of tourists through the comparison of importance and satisfaction. In this paper, Harbin City, Heilongjiang Province as the research object, the market questionnaire to obtain data, using structural equation model and factor analysis method to calculate the satisfaction of tourists. The results show that shopping, tour route and tour guide explanation are the most important factors, and the satisfaction degree is higher, while 12 factors such as catering, accommodation, transportation, cultural landscape and air quality are the most important, but their satisfaction is not high. The three factors of social image are relatively weak in importance and low in satisfaction, and the two factors of tourism safety and cultural image are of higher satisfaction and less importance. Finally, according to the degree of importance and satisfaction, the development strategy is put forward by using the four quadrant theory.
【作者单位】：辽宁工程技术大学;齐齐哈尔大学;
【基金】：齐齐哈尔市哲学社会科学研究规划项目(QSX2012-26(QN))资助
【分类号】：F592.7

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