乡村旅游游客失望与后悔对游客满意度的影响研究
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摘要
20世纪80年代后期,随着我国经济的发展和城市化水平的提高,越来越多城市居民想要远离城市喧嚣、回归自然怀抱。在这种背景下,乡村旅游在我国作为一种新兴的旅游形式应运而生。经过20多年的迅速发展,乡村旅游已经成为我国旅游业新的成长点,受到业界和学术界的广泛关注。
本文在乡村旅游理论和游客满意理论研究文献综述的基础上,明确界定了乡村旅游的概念,并将顾客满意总效用模型引入乡村旅游游客满意度研究。根据顾客满意总效用模型的思想,推导出乡村旅游游客失望、后悔与满意度综合模型,并选取成都近郊乡村旅游地作为案例研究地,对模型进行检验和修正。研究发现,乡村旅游游客满意度除了受游客所选择旅游产品的影响外,还受到游客所放弃旅游产品的影响,且二者的作用是交互的,而不是独立存在的。其中,失望是游客对乡村旅游产品的预期与游客体验乡村旅游产品后的感知实绩相比较所产生的负面情绪反应;后悔是游客所选择乡村旅游产品感知实绩与所放弃乡村旅游产品感知实绩相比较所产生的负面情绪反应。
本文通过频数分析初步了解了我国乡村旅游游客基本特征以及游客预期、感知实绩和失望现状,并从中分析出目前我国乡村旅游产品和服务中的薄弱环节。根据研究结论,本文建议乡村旅游经营者针对这些薄弱环节进行重点改进,特别是公共设施便利程度、信息咨询便利程度、娱乐活动和旅游商品四个方面,以此提高我国乡村旅游游客满意度和忠诚度。
In the late 1980s, more and more people want to away from the noisy of big city and return to the natural world, along with our country's blooming economy and urbanization. Under this background, rural tourism turns into a new kind of tourism form of our country. After more than 20 years' rapidly developing, rural tourism has already become the new growth spot of our country's tourism industry.
Bases on a systematic review of rural tourism study and tourists' satisfaction study, the concept of rural tourism is defined clearly, and the generalized utility model of customer's satisfaction is drow into the study of rural tourists' satisfaction. This paper, on the basis of generalized utility model of customer's satisfaction infers a multiple model of rural tourists'disappointment, regrets and satisfaction, and takes the suburban rural tourism destinations of Chengdu as the study objects. The conclusion reveals that the satisfaction of rural tourists influenced by the mutual effect of choisen tourism product and forgone tourism product. Rural tourists' disappointment is the negative psychological reactions based on the comparison between the performance of a chosen tourism product and the expectation of it. Regret is also the negative psychological reactions based on the comparison between the chosen tourism product and a forgone tourism product.
Through frequency analysis, this paper finds out the present situation of rural tourists' expectation, experience feeling and disappointment. The conclusion also reveals the weakness of our country's rural tourism product and service. In order to improve the satisfaction and loyalty of rural tourists, this paper suggests the manager of rural tourism pay more attention to those weak factors, especially the convenience of public facilities, the convenience of advisory service, the entertainment and the feature of souvenir.
本文在乡村旅游理论和游客满意理论研究文献综述的基础上,明确界定了乡村旅游的概念,并将顾客满意总效用模型引入乡村旅游游客满意度研究。根据顾客满意总效用模型的思想,推导出乡村旅游游客失望、后悔与满意度综合模型,并选取成都近郊乡村旅游地作为案例研究地,对模型进行检验和修正。研究发现,乡村旅游游客满意度除了受游客所选择旅游产品的影响外,还受到游客所放弃旅游产品的影响,且二者的作用是交互的,而不是独立存在的。其中,失望是游客对乡村旅游产品的预期与游客体验乡村旅游产品后的感知实绩相比较所产生的负面情绪反应;后悔是游客所选择乡村旅游产品感知实绩与所放弃乡村旅游产品感知实绩相比较所产生的负面情绪反应。
本文通过频数分析初步了解了我国乡村旅游游客基本特征以及游客预期、感知实绩和失望现状,并从中分析出目前我国乡村旅游产品和服务中的薄弱环节。根据研究结论,本文建议乡村旅游经营者针对这些薄弱环节进行重点改进,特别是公共设施便利程度、信息咨询便利程度、娱乐活动和旅游商品四个方面,以此提高我国乡村旅游游客满意度和忠诚度。
In the late 1980s, more and more people want to away from the noisy of big city and return to the natural world, along with our country's blooming economy and urbanization. Under this background, rural tourism turns into a new kind of tourism form of our country. After more than 20 years' rapidly developing, rural tourism has already become the new growth spot of our country's tourism industry.
Bases on a systematic review of rural tourism study and tourists' satisfaction study, the concept of rural tourism is defined clearly, and the generalized utility model of customer's satisfaction is drow into the study of rural tourists' satisfaction. This paper, on the basis of generalized utility model of customer's satisfaction infers a multiple model of rural tourists'disappointment, regrets and satisfaction, and takes the suburban rural tourism destinations of Chengdu as the study objects. The conclusion reveals that the satisfaction of rural tourists influenced by the mutual effect of choisen tourism product and forgone tourism product. Rural tourists' disappointment is the negative psychological reactions based on the comparison between the performance of a chosen tourism product and the expectation of it. Regret is also the negative psychological reactions based on the comparison between the chosen tourism product and a forgone tourism product.
Through frequency analysis, this paper finds out the present situation of rural tourists' expectation, experience feeling and disappointment. The conclusion also reveals the weakness of our country's rural tourism product and service. In order to improve the satisfaction and loyalty of rural tourists, this paper suggests the manager of rural tourism pay more attention to those weak factors, especially the convenience of public facilities, the convenience of advisory service, the entertainment and the feature of souvenir.
引文
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