基于游客满意度调查的乌鲁木齐市旅游业供给侧改革研究

发布时间：2018-05-13 17:20

本文选题：游客满意度 + 忠诚度　；参考：《新疆师范大学》2017年硕士论文

【摘要】：旅游业供给侧结构性改革需要使旅游供给体系更好地适应游客需求的变化,提供令游客心动的旅游产品和旅游服务。文章以游客满意度和供给侧结构性改革等理论为基础,以乌鲁木齐市旅游的本市游客和外地游客调查问卷为依据,运用因子分析、相关分析和回归分析等实证方法分析数据,结果显示在乌鲁木齐市旅游的本市游客和外地游客出游后的总体满意度均低于出游前的期望值,游客在旅游过程中的各单项满意度感知因素差异显著。利用主成分分析法提取出影响游客满意度的公因子,通过对公因子进行回归分析得出旅游食宿、旅游景区和旅游交通是影响本市游客满意度的主要公因子,旅行社服务和自费情况为影响外地游客满意度的主要公因子。相关分析结果显示游客满意度与忠诚度显著相关,游客满意度的提高会提升游客对乌鲁木齐市旅游的忠诚度。将影响游客满意度的主要因素整体归纳为旅游食宿、旅游景区、旅游交通和旅游产品。根据影响游客满意度的主要因素,得出乌鲁木齐市旅游业中存在旅游交通不便捷、旅游食宿欠丰富、旅游景区缺内涵和旅游产品同质化的影响游客满意度的主要问题。根据乌鲁木齐市旅游业中存在的这些问题,针对性地提出乌鲁木齐市旅游业供给侧结构性改革建议。1.规范机场、火车站到市区的出租车市场秩序,提升市区到景区交通便捷性。2.改善食宿硬件设施,将少数民族文化融合在食宿过程当中。3.丰富景区娱乐项目,景区内民俗文化活动常态化。4.以全域旅游的视角研发旅游产品,响应游客需求,供应符合游客需求的精致旅游产品。5.政府规范旅游市场秩序,推动主要旅游企业上市的乌鲁木齐市旅游业供给侧结构性改革建议。以使乌鲁木齐市旅游业成为人民群众满意的现代服务业,提升游客的满意度,最终收获游客对乌鲁木齐市旅游业忠诚度的提升。巩固乌鲁木齐市旅游业在新疆旅游业中的地位,增强乌鲁木齐市作为旅游城市的竞争力,以期乌鲁木齐市旅游业能够持续稳健发展。
[Abstract]:The structural reform of the supply-side tourism needs to make the tourism supply system better adapt to the changes of tourist demand and provide tourist products and services that make tourists enchanted. Based on the theories of tourist satisfaction and supply-side structural reform, and based on the questionnaire of tourists and foreign tourists in Urumqi, the paper analyzes the data by using factor analysis, correlation analysis and regression analysis. The results showed that the overall satisfaction of the tourists in Urumqi was lower than that before the tour, and the perceived factors of the tourists' satisfaction were significantly different in the process of tourism. Using principal component analysis to extract the public factors affecting the satisfaction of tourists, through regression analysis of the public factors, it is concluded that tourist attractions and tourism traffic are the main public factors affecting the satisfaction of tourists in this city. Travel agency service and self-expense are the main factors affecting the satisfaction of foreign tourists. The results of correlation analysis show that tourist satisfaction is significantly related to loyalty, and the increase of tourist satisfaction will enhance the tourist loyalty to Urumqi. The main factors affecting tourist satisfaction are summed up as tourist accommodation, tourist attractions, tourism transportation and tourism products. According to the main factors affecting tourist satisfaction, the main problems affecting tourist satisfaction in Urumqi are that the tourism transportation is not convenient, the tourist accommodation is not rich, the tourist scenic spot is short of connotation and the tourist products are homogenized. According to these problems in Urumqi's tourism industry, this paper puts forward suggestions for the structural reform of the supply side of tourism in Urumqi. Regulate the taxi market order from airport, railway station to urban area, improve the traffic convenience. 2. Improve accommodation hardware facilities, the integration of ethnic minority culture in the process of accommodation. 3. Rich scenic area entertainment project, scenic area folk custom culture activity normality. 4. To develop tourism products from the perspective of global tourism, respond to the demand of tourists, supply sophisticated tourism products that meet the needs of tourists. The government should standardize the order of tourism market and promote the structural reform of the supply side of tourism in Urumqi, where major tourism enterprises are listed. In order to make the tourism industry of Urumqi become the modern service industry satisfied with the people, enhance the satisfaction of the tourists, and finally gain the loyalty of the tourists to the tourism industry of Urumqi. To consolidate the position of Urumqi tourism in Xinjiang tourism industry and enhance the competitiveness of Urumqi as a tourist city in order to ensure the sustainable and steady development of Urumqi tourism.
【学位授予单位】：新疆师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

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