智慧旅游背景下主题公园游客感知质量与满意度关系研究

发布时间：2018-11-18 20:19

【摘要】：在智慧旅游背景下,弄清游客感知质量与满意度的关系及其作用机理,是提升我国游客整体满意度,促使主题公园持续、健康发展的重要条件。本文本着游客为上的理念,以主题公园为研究对象,借鉴传统主题公园游客感知质量与满意度测量的主要维度,开发了测量智慧旅游背景下主题公园游客感知质量与满意度关系的量表(六维度20个题项的IPSI量表),借助SPSS22.0和AMOS21.0两种分析软件,以游客满意度为完全中介变量建立主题公园游客满意度的结构方程模型。通过发放问卷、统计分析、实证研究,得到的结论有:(1)该IPSI量表六个维度的因子载荷量分别为可感知性(0.80),移情性(0.78)、安全性(0.78)、智慧旅游基建水平(0.77)、可接触性(0.75)及响应性(0.69)。(2)智慧旅游基建水平、安全性、可感知性、移情性四个要素均对游客满意有直接或间接影响。(3)在以Bootstrapping为中介验证的方法支持下,移情性、智慧基建水平与可感知性通过游客满意这一完全中介变量对游客忠诚亦产生较大影响。基于上述结论,本文认为主题公园要想实现跨越式发展,可在以下四个方面做出努力:一是要重视智慧旅游基础设施建设,借助电子商务平台,整合旅游六要素,了解游客一般需求,开发游客新需求,主动走近智慧旅游,获得全新的感知体验;二是要从不同维度整合游客的感知体验,通过智慧旅游平台,构建游客感知架构系统;三是要重视游客满意度和游客忠诚度的内在关系,以新媒体搭建沟通桥梁,促进游客满意度的持续提升。四是要扩大游客参与互动体验,完整实现主题公园愉悦身心的功能,在实现功能的同时,赢得游客口碑,赢得经济社会效益,赢得世界声誉。
[Abstract]:In the context of intelligent tourism, it is an important condition for the sustainable and healthy development of the theme park to make clear the relationship between tourists' perceived quality and satisfaction and its mechanism of action, which is to promote the overall satisfaction of tourists in our country and promote the sustainable and healthy development of the theme park. Based on the concept of tourists, this paper takes the theme park as the research object and draws lessons from the main dimensions of tourists' perceived quality and satisfaction measurement in traditional theme parks. A scale for measuring the relationship between perceived quality and satisfaction of tourists in theme park under the background of intelligent tourism (IPSI scale for 20 items in six dimensions) was developed. Two kinds of analysis software, SPSS22.0 and AMOS21.0, were used to measure the relationship between perceived quality and satisfaction. The structure equation model of tourist satisfaction in theme park is established with tourist satisfaction as a complete intermediary variable. The conclusions are as follows: (1) the factor loads of the six dimensions of the IPSI scale are perceptual (0.80), empathy (0.78), safety (0.78), and the following conclusions are obtained: (1) the factors of the six dimensions of the IPSI scale are perceptible (0.80), empathy (0.78), and safety (0.78), respectively. The level of intellectual tourism infrastructure (0. 77), accessibility (0. 75) and responsiveness (0. 69). (2), the level of intellectual tourism infrastructure (0. 77), safety, knowledge, The four factors of empathy have direct or indirect influence on tourist satisfaction. (3) with the support of the method of Bootstrapping as the intermediary verification, empathy has a direct or indirect effect on tourist satisfaction. The level of intellectual infrastructure and sense of understanding also have a great impact on tourist loyalty through the complete intermediary variable of tourist satisfaction. Based on the above conclusions, this paper believes that the theme park can make efforts in the following four aspects to achieve leap-forward development: first, it is necessary to pay attention to the construction of intelligent tourism infrastructure, with the help of e-commerce platform, integrate the six elements of tourism. Understand the general needs of tourists, develop new needs of tourists, take the initiative to approach intelligent tourism, and obtain a new perceptual experience; Secondly, it is necessary to integrate the tourists' perceptual experience from different dimensions and construct the tourist perception architecture system through the intelligent tourism platform. Third, we should attach importance to the internal relationship between tourist satisfaction and tourist loyalty, build bridges with new media, and promote the continuous improvement of tourist satisfaction. Fourth, it is necessary to expand the interactive experience of tourists, complete the theme park happy physical and mental functions, in the realization of the function, at the same time, to win the reputation of tourists, economic and social benefits, and win the world reputation.
【学位授予单位】：江苏科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592;F274

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