基于三角模糊数庐山景区游客满意度测评研究

发布时间：2018-04-04 03:14

本文选题：旅游景区　切入点：游客满意度　出处：《江西师范大学》2012年硕士论文

【摘要】：随着社会的发展及生活方式的转变，人们的旅游意识逐渐增强，，对旅游业也提出新的要求和挑战。人们已不满足于单纯的观光游，而追求作为旅游活动的主体参与者融入到旅游活动中。旅游景区做为旅游目的地开展旅游活动的主体，如何提高游客的满意度来扩大旅游目的地的客源市场是很重要的内容。如何给游客带来满意的体验需要从游客的角度出发，提高旅游景区的实力，注重景区游客的满意价值对旅游目的地的战略发展和旅游产品推陈出新具有很重要的意义。本文以庐山旅游景区为对象做实证研究，结合地理学、旅游学、心理学、模糊数学等多种学科交叉研究，探求旅游者对庐山旅游景区满意度程度，并针对实际调研结果，提出提升庐山景区游客满意度的对策。本文采用实地问卷调查获取数据，并结合相关数理统计分析方法进行统计分析。通过数据分析显示，在整体满意度分析结果方面，满意以上的评价占54%（包含满意和非常满意），其中受访者对庐山景区给予不满意以下的评价占2.5%（不满意和非常不满意），认为庐山景区一般的评价占43.5%，由此可知，受访者对庐山景区整体满意度评价以满意为主；从游客的重游意愿来看，以愿意重游为主，占51.8%（包含愿意和非常愿意），不愿意重游占21%（包含不愿意和非常不愿意），27.1%的游客表示一般，此结论与整体满意度情况相符，以愿意重游庐山为主；从推荐意愿来看，61.6%的游客愿意将庐山推荐给他人（包含愿意和非常愿意），不愿意推荐的占9.6%（包含不愿意和非常不愿意），28.9%的游客表示一般。综上，大部分游客对庐山之旅是满意的并愿意重游和推荐给他人。通过四分图模型分析，“住宿餐饮购物”落在急需改进的象限内；“基础设施”落在优势象限内，需极力维持其发展；“旅游价格”落在可缓冲的象限内，这个象限的因子权重和得分都不高，可缓一步解决；“内部交通”、“旅游资源”落在无需投入过多努力和资源的象限内，该象限内的因子权重低，满意度高。“旅游资源”是自然赋予的，景区只需维持现有风光不受破坏就可得到游客认可。“内部交通”已得到游客认可，而且其权重低，可暂时不用考虑改进。庐山旅游景区五个满意度因子得分值排序：旅游资源内部交通基础设施旅游价格住宿餐饮购物。通过回归分析五个因子进入回归方程的顺序得出重要程度排序是：住宿餐饮购物＞旅游资源＞基础设施＞内部交通＞旅游价格。综合之上，针对庐山景区游客的满意度差异情况，为了提升庐山旅游景区游客满意度而提出相关对策。
[Abstract]:With the development of society and the change of life style, people's tourism consciousness is gradually strengthened, and new demands and challenges are put forward to tourism.People are not satisfied with the simple sightseeing, but seek to be the main participants of tourism activities into the tourism activities.As the main body of tourism activities, how to improve the satisfaction of tourists to expand the tourist market is very important.How to bring satisfactory experience to tourists needs to improve the strength of tourist attractions from the perspective of tourists, and to pay attention to the value of tourist satisfaction is of great significance to the strategic development of tourist destinations and the promotion of new tourism products.This paper takes Lushan tourist area as the object of empirical research, combining with geography, tourism, psychology, fuzzy mathematics and other disciplines, to explore the satisfaction degree of tourists to Lushan tourist scenic spot, and to the actual results of investigation.The paper puts forward the countermeasures to improve the tourist satisfaction of Lushan scenic spot.This paper adopts the field questionnaire to obtain the data, and carries on the statistical analysis with the correlation mathematical statistics analysis method.Data analysis shows that, in terms of overall satisfaction analysis,The proportion of those who are satisfied is 54 (including satisfied and very satisfied, among them, 2.5% of the respondents are not satisfied with Lushan Scenic area). (dissatisfied and very dissatisfied), the general evaluation of Lushan Scenic area accounts for 43.5%, so we can see that,The respondents were satisfied with the overall satisfaction of Lushan Scenic area, and from the tourists' willingness to revisit, they were willing to revisit.51.8% (including willing and very willing to travel, unwilling to reswim) accounted for 21% (including unwilling and very unwilling to spend 27.1% of tourists expressed general, this conclusion is consistent with the overall satisfaction, mainly willing to visit Lushan;61.6% of tourists are willing to recommend Lushan to others (including willing and very willing, 9.6.To sum up, most tourists are satisfied with Lushan's trip and are willing to revisit and recommend others.Through the analysis of quadrature model, "accommodation, food and beverage shopping" falls in the quadrant that needs to be improved; "infrastructure" falls in the superior quadrant and needs to be maintained vigorously; "tourist price" falls in the buffer quadrant, and "tourist price" falls in the buffer quadrant.The factor weight and score of this quadrant are not high, which can be solved slowly. "Internal traffic" and "tourism resource" fall in the quadrant where no effort and resources need to be put into the quadrant. The factor weight in this quadrant is low and the satisfaction is high.Tourist resources are naturally endowed, and scenic spots can be recognized by tourists only by maintaining their existing scenery intact."Internal traffic" has been approved by tourists, and its weight is low, can not be considered for the time being.The five satisfaction factors of Lushan scenic spot were ranked as follows: tourism resources internal transportation infrastructure tourism price accommodation food shopping.Through regression analysis, the order of the five factors entering the regression equation is as follows: lodging, catering, shopping, tourism resources, infrastructure, internal traffic, tourism price.In order to improve the tourist satisfaction of Lushan Scenic spot, this paper puts forward the relevant countermeasures to improve the tourist satisfaction degree of Lushan Scenic spot.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F224

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