基于ACSI模型的旅游演艺游客满意度研究——以“印象·刘三姐”为例
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摘要
以桂林"印象·刘三姐"为研究对象,基于ACSI模型构建了旅游演艺游客满意度模型(TPACSI),运用SPSS及AMOS软件通过数据分析进行了模型验证、效应运算和指数运算.结果表明,外部模型检验、路径系数检验和模型拟合度检验结果都符合适配标准,证明TPACSI模型具备科学性;"印象·刘三姐"的顾客期望、感知质量及感知价值对顾客满意的总效应都显著,影响较大;游客对"印象·刘三姐"演艺形象、感知质量、感知质量的指数值偏小,整体满意度并不高.该旅游演艺的游客满意度受演艺形象、顾客期望、感知质量及感知价值4个因素的影响,并且旅游演艺项目存在演艺形象、门票价格及演艺服务等问题.最后,有针对性地提出了需打造演艺超级IP、完善门票定价机制及健全游客投诉举报处理机制等对策建议.
Taking Guilin "Impression·LIU San-jie" as the research object,based on the ACSI model,tourism performance arts customer satisfaction index(TPACSI)was constructed.The SPSS and AMOS software were used to carry out model verification,effect calculation and exponential operation through data analysis.The results show that the external model verification,path coefficient test and model fit test result all conform to the adaptation criteria,which proves that the TPASCI model is scientific;the total effect of customer expectation,perceived quality and perceived value of "Impression·LIU San-jie" on customer satisfaction is significant,the influence is large;the index value of the performing image,perceived quality and perceived quality of "Impression·LIU San-jie" is small,and the overall satisfaction is not high.The tourist satisfaction of the tourist performing arts is influenced by the performing image,customer expectation,perceived quality and perceived value,and the tourist performing arts project has problems such as performing image,ticket prices and performing arts services.Finally,it puts forward some countermeasures and suggestions such as the need to create super IP,improve the ticket pricing mechanism and improve the complaint handling report mechanism.
Taking Guilin "Impression·LIU San-jie" as the research object,based on the ACSI model,tourism performance arts customer satisfaction index(TPACSI)was constructed.The SPSS and AMOS software were used to carry out model verification,effect calculation and exponential operation through data analysis.The results show that the external model verification,path coefficient test and model fit test result all conform to the adaptation criteria,which proves that the TPASCI model is scientific;the total effect of customer expectation,perceived quality and perceived value of "Impression·LIU San-jie" on customer satisfaction is significant,the influence is large;the index value of the performing image,perceived quality and perceived quality of "Impression·LIU San-jie" is small,and the overall satisfaction is not high.The tourist satisfaction of the tourist performing arts is influenced by the performing image,customer expectation,perceived quality and perceived value,and the tourist performing arts project has problems such as performing image,ticket prices and performing arts services.Finally,it puts forward some countermeasures and suggestions such as the need to create super IP,improve the ticket pricing mechanism and improve the complaint handling report mechanism.
引文
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[20] 何继新.社区“互联网+公共服务”供给模型建构探究[J].深圳大学学报(人文社会科学版),2018,35(2):116.
[21] 李志刚,徐婷.电子政务信息服务质量公众满意度模型及实证研究[J].电子政务,2017(9):119.
[22] 仲伟伫,席菱聆,武瑞娟.基于ACSI模型的网络购物满意度影响因素实证研究[J].软科学,2014,28(2):100.
[23] 黄燕玲,黄震方,袁林旺.基于SEM的饭店顾客满意度测评模型研究[J].旅游学刊,2006(11):54.
[24] 沈涵,吴文庆.服务企业顾客满意度与再购买倾向的模型研究——以四星级酒店为例[J].旅游学刊,2011,26(9):85.
[25] FORNELLV C,BRYANT E.The American customer satisfaction index:nature,purpose and findings[J].Journal of Marketing,1996,60(4):7.
[26] 吴明隆.问卷统计分析实务:SPSS操作与应用[M].重庆:重庆大学出版社,2010.
[2] FORNELL C.A national customer satisfaction barometer:the Swedish experience[J].Journal of Marketing,1992,56(1):6.
[3] KRISTENSEN K,MARTENSEN A.Customer satisfaction measurement at post Denmark:results of application of the european customer satisfaction index methodology[J].Total Quality Management,2000,11(7):1007.
[4] 国家质检总局质量管理司,清华大学中国企业研究中心.中国顾客满意指数指南[M].北京:中国标准出版社,2003.
[5] 叶小贝.基于ACSI的历史文化街区游客满意度指数模型构建和实证研究[D].杭州:浙江工商大学,2017.
[6] 陈秀玲.基于ACSI模型的主题公园节庆活动游客满意度指数研究[D].上海:上海师范大学,2018.
[7] 伍百军.基于ACSI模型的古村落游客满意度研究——以“中国民间艺术之乡”兰寨为例[J].湖南农业大学学报(社会科学版),2016,17(5):63.
[8] 史春云,孙勇.基于结构方程模型的自驾游客满意度研究[J].地理研究,2014,33(4):751.
[9] 贺小荣,孟川瑾,罗文斌.世界遗产地游客满意度的测量模型构建与实证[J].经济地理,2013,33(11):169.
[10] 王凯,唐承财,刘家明.文化创意型旅游地游客满意度指数测评模型——以北京798艺术区为例[J].旅游学刊,2011,26(09):36.
[11] 孙诚,吴红斌,尹玉辉.中等职业教育学生满意度分析——基于全国中等职业学校学生调查的实证研究[J].教育研究,2018,39(1):83.
[12] 周印东,李全生,徐可.基于PLS-SEM的高校创业教育学生满意度模型研究[J].心理与行为研究,2018,16(3):421.
[13] 张蓓,文晓巍.研究型大学研究生教育满意度模型实证分析——基于华南地区6所研究型大学调查[J].中国高教研究,2014(2):64.
[14] 黎春兰,邓仲华,李玉洁.图书馆云服务质量的影响因素研究[J].情报理论与实践,2016,39(10):65.
[15] 郭天天.基于ACSI模型的快递服务满意度影响因素研究[D].天津:天津理工大学,2016.
[16] 王晓敏,胡兵,凌礼.服务主导逻辑下服务质量评价模型构建与实证研究——以展览企业参展商服务为例[J].软科学,2017,31(3):111.
[17] 高广明,朱江晖.C2C环境下服装零售感知服务质量综合评价模型[J].纺织学报,2018,39(8):164.
[18] 黄生权,文雅.基于ECSI的餐饮类团购顾客满意度测评模型研究[J].企业经济,2016(5):157.
[19] 占南,谢笑,王文韬.基于ACSI模型的个人云存储服务质量评价模型研究[J].情报杂志,2014,33(6):187.
[20] 何继新.社区“互联网+公共服务”供给模型建构探究[J].深圳大学学报(人文社会科学版),2018,35(2):116.
[21] 李志刚,徐婷.电子政务信息服务质量公众满意度模型及实证研究[J].电子政务,2017(9):119.
[22] 仲伟伫,席菱聆,武瑞娟.基于ACSI模型的网络购物满意度影响因素实证研究[J].软科学,2014,28(2):100.
[23] 黄燕玲,黄震方,袁林旺.基于SEM的饭店顾客满意度测评模型研究[J].旅游学刊,2006(11):54.
[24] 沈涵,吴文庆.服务企业顾客满意度与再购买倾向的模型研究——以四星级酒店为例[J].旅游学刊,2011,26(9):85.
[25] FORNELLV C,BRYANT E.The American customer satisfaction index:nature,purpose and findings[J].Journal of Marketing,1996,60(4):7.
[26] 吴明隆.问卷统计分析实务:SPSS操作与应用[M].重庆:重庆大学出版社,2010.