大学生世界遗产地旅游满意度研究
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摘要
自1999年我国教育制度改革以来,全国各高校年年扩招,在校大学生人数逐年攀升。据统计,2010年我国普通高等学校在校研究生和本、专科生已到达2285多万人,其中本科生比例达51.6%。从人口数量、旅游意愿、资金来源、出游时间等方面来看,大学生作为潜在的和现实的旅游市场之条件已日趋成熟。但目前无论是旅游业实践方面还是理论研究方面,大学生旅游未得到应有的重视。同时,大学生出游动机多倾向于文化型,偏爱民俗风情景区和风景名胜,而世界遗产地又是自然禀赋和文化品位相对较高的旅游资源。自20世纪70年代末第一批世界遗产地公布后,世界遗产旅游作为一种新的旅游产品,在西方国家被培育并加以营销。如今,“遗产旅游”作为一种世界现象,已经成为人类求取与外部世界高度和谐的有效形式之一,成为高质量回归自然和回归历史的必须性的社会生活组成部分。而世界遗产地旅游发展是否成功,关键在于游客对其旅游体验满意程度的评价。所以本文以大学生群体为调查对象,研究其世界遗产地旅游的满意度情况,以期为提升大学生世界遗产地旅游的满意度提出针对性的策略。
本文共分为五部分。第一部分为绪论,提出问题的研究背景,引出问题的研究领域,并对国内外相关研究进行了梳理和归纳,确定了论文的研究方法和研究框架。第二部分阐述了本文的相关理论基础,并对文章涉及的几个核心概念进行界定。第三部分在前两部分理论研究的基础上,提出了世界遗产地游客满意度模型和世界遗产地游客满意度测评指标体系,并运用专家打分法对测评指标体系进行了初步修正和指标赋权。第四部分是实证研究,对调查获得的大学生世界遗产地旅游满意度相关数据进行分析。首先对大学生世界遗产地旅游的行为特征进行描述性统计分析；然后运用加权平均法测算出大学生世界遗产地旅游满意度；再运用SPSS17.0进行相关分析,明确世界遗产地总体形象、感知质量、感知价值、游客满意、游客抱怨、游客忠诚等变量间的相关性；最后对不同人口统计特征和不同旅游行为特征的大学生进行了差异分析。第五部分根据第四章的实证研究结果,从世界遗产地和大学生两方面提出了一些针对性的策略,以利于提高大学生世界遗产地旅游的满意度。
Since China's education reform in1999and the enrollment expansion of universities across the country, the number of college students has increased steadily. Statistically, in2010, China's colleges and universities graduate students and the college students had reached more than22,850thousand, including undergraduate ratio of51.6%. In terms of population, tourism will, funding sources, travel time, the conditions of college students as potential and reality of the tourism market has matured. But at present whether in tourism practice or in theoretical research, college students' tourism has not received due attention. Meanwhile, college students travel motives are more inclined to cultural type, they prefer the scenic areas and scenic spots of the folk customs. World Heritage is a relatively high natural endowments and cultural quality tourism resources. Since the late1970s after the publication of the first batch of World Heritage, World Heritage tourism is nurturing and marketing as a new tourism product in Western countries. Today, as a world phenomenon, the "heritage tourism" has become an effective form for human to strike a high degree of harmony with the outside world. It has become a necessary part of social life for the high quality returning to nature and history. And the success of the World Heritage tourism Development lies in the evaluation of the satisfaction of visitors to their travel experience. Based on the above reasons, this paper makes an empirical research of college students'satisfaction of World Heritage destination tourism.
This research is divided into five parts totally:the first part reviews the relevant literature, sums up the achievements in this field and establishes the methodology and the framework which this paper follows. The second part focuses on discussing several related theoretical basis and defining core concepts which this paper involves. Based on the first two parts, the third part draws up a tourist satisfaction measurement index model and system for World Heritage destination tourism, then applies expert evaluation method to amend the initial system and determine the index weight. The fourth part is the empirical study, analysis the questionnaire of college students' satisfaction of World Heritage destination tourism. First, this paper does a descriptive statistical analysis for the Students'behavioral characteristics of World Heritage tourism. Then use the weighted average method to measure the college students' satisfaction degree of World Heritage destination tourism. With the software SPSS17.0, the writer applies correlation analysis to study correlation between the variables. Finally, analyze the difference of college students'satisfaction of World Heritage destination tourism based on different demographic characteristics and travel behavior characteristics. The last part attempts to give some recommendations and measures for improving college students'satisfaction of World Heritage destination tourism.
本文共分为五部分。第一部分为绪论,提出问题的研究背景,引出问题的研究领域,并对国内外相关研究进行了梳理和归纳,确定了论文的研究方法和研究框架。第二部分阐述了本文的相关理论基础,并对文章涉及的几个核心概念进行界定。第三部分在前两部分理论研究的基础上,提出了世界遗产地游客满意度模型和世界遗产地游客满意度测评指标体系,并运用专家打分法对测评指标体系进行了初步修正和指标赋权。第四部分是实证研究,对调查获得的大学生世界遗产地旅游满意度相关数据进行分析。首先对大学生世界遗产地旅游的行为特征进行描述性统计分析；然后运用加权平均法测算出大学生世界遗产地旅游满意度；再运用SPSS17.0进行相关分析,明确世界遗产地总体形象、感知质量、感知价值、游客满意、游客抱怨、游客忠诚等变量间的相关性；最后对不同人口统计特征和不同旅游行为特征的大学生进行了差异分析。第五部分根据第四章的实证研究结果,从世界遗产地和大学生两方面提出了一些针对性的策略,以利于提高大学生世界遗产地旅游的满意度。
Since China's education reform in1999and the enrollment expansion of universities across the country, the number of college students has increased steadily. Statistically, in2010, China's colleges and universities graduate students and the college students had reached more than22,850thousand, including undergraduate ratio of51.6%. In terms of population, tourism will, funding sources, travel time, the conditions of college students as potential and reality of the tourism market has matured. But at present whether in tourism practice or in theoretical research, college students' tourism has not received due attention. Meanwhile, college students travel motives are more inclined to cultural type, they prefer the scenic areas and scenic spots of the folk customs. World Heritage is a relatively high natural endowments and cultural quality tourism resources. Since the late1970s after the publication of the first batch of World Heritage, World Heritage tourism is nurturing and marketing as a new tourism product in Western countries. Today, as a world phenomenon, the "heritage tourism" has become an effective form for human to strike a high degree of harmony with the outside world. It has become a necessary part of social life for the high quality returning to nature and history. And the success of the World Heritage tourism Development lies in the evaluation of the satisfaction of visitors to their travel experience. Based on the above reasons, this paper makes an empirical research of college students'satisfaction of World Heritage destination tourism.
This research is divided into five parts totally:the first part reviews the relevant literature, sums up the achievements in this field and establishes the methodology and the framework which this paper follows. The second part focuses on discussing several related theoretical basis and defining core concepts which this paper involves. Based on the first two parts, the third part draws up a tourist satisfaction measurement index model and system for World Heritage destination tourism, then applies expert evaluation method to amend the initial system and determine the index weight. The fourth part is the empirical study, analysis the questionnaire of college students' satisfaction of World Heritage destination tourism. First, this paper does a descriptive statistical analysis for the Students'behavioral characteristics of World Heritage tourism. Then use the weighted average method to measure the college students' satisfaction degree of World Heritage destination tourism. With the software SPSS17.0, the writer applies correlation analysis to study correlation between the variables. Finally, analyze the difference of college students'satisfaction of World Heritage destination tourism based on different demographic characteristics and travel behavior characteristics. The last part attempts to give some recommendations and measures for improving college students'satisfaction of World Heritage destination tourism.
引文
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