旅游景区游客满意度测评体系的构建
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摘要
旅游景区游客满意度水平不仅能反映该景区的旅游吸引力和旅游竞争力,同时能体现一个国家的旅游发展水平。通过综述近30年来的研究文献,本文发现前人对旅游景区游客满意度测评模型大都是使用抽象的、仅供专业学术者研究的结构方程模型,但是对旅游景区的实用性和指导性作用不大,故本文紧密围绕游客的六大基本需求——“食住行游购娱”,结合一般旅游景区所提供的旅游产品、服务产品、基础设施、环境卫生和工作人员等各个方面,选取景区公共管理、景区餐饮、景区住宿、景区交通、景区游览、景区购物、景区娱乐7个指标,以这7个指标为项目层,各个项目又向下细化出各个因子形成因子层,因子的选取和排序是按照价格、产品、环境卫生、基础设施、工作人员的顺序,最终建立成全面、系统、可测的旅游景区游客满意度测评体系。
继而,本文选取北京故宫景区为例进行实证研究。对测评体系进行调整构建出北京故宫景区的游客满意度测评体系,然后据此设计游客问卷,展开实地问卷调研,对回收问卷进行数据分析,计算出景区的总体游客满意度、各分指标游客满意度,还进一步将游客的性别、年龄与游客对景区公共管理、娱乐服务的满意度进行交叉变量分析,得出分析报告。基于分析报告对故宫的发展提出了相应的改进建议。
最后,本文讨论了国内的旅游景区游客满意度测评工作的现状,提出了国内旅游景区可持续发展的相关建议。本文由衷地希望构建的旅游景区游客满意度测评体系能够丰富旅游景区游客满意度的研究内容,进一步帮助改善我国的旅游环境,增强旅游景区吸引力和提高其管理服务水平,让景区走向可持续发展。
本文共有：5万5000余字,图16幅,表17张,参考文献82篇,中英文问卷。
Tourist satisfaction degree can reflect not only attractiveness and competitiveness of the tourist attractions, but also tourism development status of the country.
Through summarizing the research literature on tourist satisfaction degree evaluation system in the last30years, this paper found that the tourist satisfaction degree measurement models used mostly abstract structural equation model, which was useful for professional and academic researchers but to tourist attractions was unpractical and of little instructive effect. Therefore, this paper centered tourists'six basic demand factors, which consisted of food, accommodation, transportation, sightseeing, shopping and entertainment, and combined it with the service process provided by general tourist attractions resulting in establishing a comprehensive and systematic tourist satisfaction degree evaluation system. This system contained three levels--the object level, the item level and the factor level.
Then, this paper selected the Forbidden City in Beijing as a case study. By making some adjustment, tourist satisfaction degree evaluation system of the Forbidden City was built, which was designed into visitors' questionnaire to carry out an on-the-spot investigation. Through analyzing the investigation data, this paper calculated the level of overall tourist satisfaction and of each index. What's more, an analysis report was given out by using cross variables analysis about tourists'gender and age with their satisfaction levels of public management and entertainment service. On the basis of the analysis report, some recommendations regarding to better development of the Forbidden City were put forward.
Finally, this paper discussed the current situation of domestic tourist satisfaction degree measurement work, and proposed some sustainable development suggestions. The hope was sincerely held that this tourist satisfaction degree evaluation system construction of tourist attractions can enrich the research content, at the same time help to improve China's tourism environment, enhance domestic tourist attractions'management and service, and finally go on sustainable development.
继而,本文选取北京故宫景区为例进行实证研究。对测评体系进行调整构建出北京故宫景区的游客满意度测评体系,然后据此设计游客问卷,展开实地问卷调研,对回收问卷进行数据分析,计算出景区的总体游客满意度、各分指标游客满意度,还进一步将游客的性别、年龄与游客对景区公共管理、娱乐服务的满意度进行交叉变量分析,得出分析报告。基于分析报告对故宫的发展提出了相应的改进建议。
最后,本文讨论了国内的旅游景区游客满意度测评工作的现状,提出了国内旅游景区可持续发展的相关建议。本文由衷地希望构建的旅游景区游客满意度测评体系能够丰富旅游景区游客满意度的研究内容,进一步帮助改善我国的旅游环境,增强旅游景区吸引力和提高其管理服务水平,让景区走向可持续发展。
本文共有：5万5000余字,图16幅,表17张,参考文献82篇,中英文问卷。
Tourist satisfaction degree can reflect not only attractiveness and competitiveness of the tourist attractions, but also tourism development status of the country.
Through summarizing the research literature on tourist satisfaction degree evaluation system in the last30years, this paper found that the tourist satisfaction degree measurement models used mostly abstract structural equation model, which was useful for professional and academic researchers but to tourist attractions was unpractical and of little instructive effect. Therefore, this paper centered tourists'six basic demand factors, which consisted of food, accommodation, transportation, sightseeing, shopping and entertainment, and combined it with the service process provided by general tourist attractions resulting in establishing a comprehensive and systematic tourist satisfaction degree evaluation system. This system contained three levels--the object level, the item level and the factor level.
Then, this paper selected the Forbidden City in Beijing as a case study. By making some adjustment, tourist satisfaction degree evaluation system of the Forbidden City was built, which was designed into visitors' questionnaire to carry out an on-the-spot investigation. Through analyzing the investigation data, this paper calculated the level of overall tourist satisfaction and of each index. What's more, an analysis report was given out by using cross variables analysis about tourists'gender and age with their satisfaction levels of public management and entertainment service. On the basis of the analysis report, some recommendations regarding to better development of the Forbidden City were put forward.
Finally, this paper discussed the current situation of domestic tourist satisfaction degree measurement work, and proposed some sustainable development suggestions. The hope was sincerely held that this tourist satisfaction degree evaluation system construction of tourist attractions can enrich the research content, at the same time help to improve China's tourism environment, enhance domestic tourist attractions'management and service, and finally go on sustainable development.
引文
1王欣昆.旅游景区服务与管理[M].北京：旅游教育出版社,2004:1-1.
2刘爱丽.旅游景区游客满意度指数模型研究[D].天津：天津大学,2008：5-5.
3王欣昆.旅游景区服务与管理[M].北京：旅游教育出版社,2004:2-3.
4王欣昆.旅游景区服务与管理[M].北京：旅游教育出版社,2004:2-3.
5David K.Tse and Peter C. Wilton. Models of Consumer Satisfaction Formation:An Extension[J]. American Marketing Association,1988(4),204-212.
6Richard L. Oliver et. Customer delight: Foundations, findings, and managerial insight[J]. Journal of Retailing, 1997(4), 78.
7Kotler, Philip & Keller, Kevin Lane. Marketing Management,12th ect, Vaker & Taylor Books, 2005, 56
8Abraham Pizam. Yoram Neunann. Arie Reiehel. Dimentions of tourism satisifaetion with a destination areafJl. Annual of tourism research,1978(9).314-322.
9JG Beard, MG Ragheb. Measuring Leisure Satisfaetion[J]. Journal of Leisure Research, 1980(12), 20-33.
10徐克帅,朱海森.国外游客满意度研究进展及启示[J].旅游论坛,2008,1(1):138-142.
11徐克帅,朱海森.国外游客满意度研究进展及启示[J].旅游论坛,2008,1(1):138-142.
12百度百科：http://baike.baidu.com/view/4562328.html
13汀侠,刘泽华,张洪.游客满意度研究综述与展望[J].北京第二外国语学院学报,2010,1:22-29.
14邓念梅.饭店顾客满意度灰色关联分析[J].科技与管理,2005,7(5):37-39.
15梅虎,朱金福,汀侠.基于灰色关联分析的旅游景区顾客满意度测评研究[J].旅游科学,2005,19(5):27-32.
16刘爱丽.旅游景区游客满意度指数模型研究[D].天津：天津大学,2008:26-26.
17郭燕,赵立勤,谢力宁.基十服务利润链理论的旅游景区游客满意度提升策略探讨[J].企业活力,2007,(6):42-43.
18Pizam A. Tourism's impacts: The social costs to the destination community as perceived by its residents[J]. Journal of Travel Research, 1978, (Spring):8-12.
19Beard J B, Ragheb M G. Measuring leisure satisfaction[J]. Journal of Leisure Research, 1980,12: 20-33.
20Tribe J, Snaith T. From SERVQUAL to HOLSAT:Holiday satisfaction in Varadero, Cuba[J]. Tourism Management,1998,19(1):25-34.
21李智虎.谈旅游景区游客满意度的提升[J].企业活力,2003,(4)：39-41.
22Gilly M C, Cron W L, Barry T E. The expectationsperformance company process:An investigation of expectation types [A]. In Day R L, Keith H K. International Fare in Consumer Satisfaction and Complaining Behavior [C]. Indiana University, Bollmington, IN, 1983:10-16.
23汪侠,梅虎.旅游地游客满意度：模型及实证研究[J].北京第二外国语学院学报,2006,(7)：1-7.
21Oh H, Parks S. Customer satisfaction and service quality: A critical review of the literature and research implications for the hospitality industry [J]. Hospitality Research Journal,1997,20 (3):35-62.
25刘俊,马风华,苗学玲.基于期望差异模型的RBD顾客满意度研究[J].旅游学刊,2004,19(5)：14-19.
26Woodruff R B. Customer value: The next source for competitive edge [J]. Journal of the Academy of Marketing Science,1997,25 (2):139-153.
27Chang J, Yang B T, Chia-Gan Y. The moderating effect of salespersons'selling behaviour on shopping motivation and satisfaction:Taiwan tourists in China[J]. Tourism Management, 2006, 27 (5):934-942.
28Fornell C. A national customer satisfaction barometer:The Swedish experience [J]. Journal of Marketing,1992, 56(1):6-21.
29中国旅游研究院官方网站：http://www.ctaweb.org/html/2010-1-2010-1-14-18-15-99613.html
30刘爱丽.旅游景区游客满意度指数模型研究[D].天津：天津大学,2008.
31唐晓芬.顾客满意度测评[M].上海：上海科学技术出版社,2001.1-14.
32刘新燕等.顾客满意度指数(CSI)模型述评[J].当代经济,2003,6:57-60.
33刘爱丽.旅游景区游客满意度指数模型研究[D].天津：天津大学,2008：14-14.
34汗侠,顾朝林,梅虎.旅游景区顾客的满意度指数模型[J].地理学报,2005,60(5):807-816.
35于开锋,金颖若,胡伟.贵阳市游客满意度调查及对策研究[J].理论与方法,2010,2:3 1-33.
36郭进辉,郭伟峰.基十IPA分析法的武夷山九曲溪漂流游客满意度实证研究[J].乐山师范学院学报,2010,25(12):64-69.
37王晓丹,史岩,张小栓.基于期望差异理论的山东省观光农业游客满意度评价研究[J].青岛农业大学学报(社会科学版),2007,19(4)：26-29.
38百度百科http://baike.baidu.com/view/5681.htm
3故宫博物院官方网站：http://www.dpm.org.cn/index1024768.html#
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[2]刘爱丽.旅游景区游客满意度指数模型研究[D].天津：天津大学,2008.
[3]David K.Tse and Peter C. Wilton. Models of Consumer Satisfaction Formation:An Extension[J].American Marketing Association, 1988(4), 204-212.
[4]Richard L. Oliver et. Customer delight:Foundations, findings, and managerial insight[J]. Journal of Retailing, 1997(4),78.
[5]Kotler, Philip & Keller, Kevin Lane. Marketing Management, 12th ect, Vaker & Taylor Books, 2005,56.
[6]Abraham Pizam. Yoram Neunann. Arie Reiehel. Dimentions of tourism satisifaetion with a destination area[J]. Annual of tourism research,1978(9),314-322.
[7]JG Beard, MG Ragheb. Measuring Leisure Satisfaetion[J]. Journal of Leisure Research, 1980(12), 20-33.
[8]徐克帅,朱海森.国外游客满意度研究进展及启示[J].旅游论坛,2008,1(1):138-142.
[9]百度百科：http://baike.baidu.com/view/4562328.html
[10]汪伙,刘泽华,张洪.游客满意度研究综述与展望[J].北京第二外国语学院学报,2010,1:22-29.
[11]邓念梅.饭店顾客满意度灰色关联分析[J].科技与管理,2005,7(5)：37-39.
[12]梅虎,朱金福,汪伙.基于灰色关联分析的旅游景区顾客满意度测评研究[J].旅游科学2005,19(5)：27-32.
[13]郭燕，赵立勤,谢力宁.基于服务利润链理论的旅游景区游客满意度提升策略探讨[J].企业活力,2007,(6)：42-43.
[14]Pizam A. Tourism's impacts:The social costs to the destination community as perceived by its residents[J].Journal of Travel Research, 1978, (Spring):8-12.
[15]Beard J B, Ragheb M G. Measuring leisure satisfaction [J]. Journal of Leisure Research,1980, 12:20～33.Tribe J, Snaith T. From SERVQUAL to HOLSAT: Holiday satisfaction in Varadero, Cuba[J]. Tourismm Management, 1998, 19 (1):25-34.
[16]李智虎.谈旅游景区游客满意度的提升[J].企业活力,2003,(4):39-41.
[17]In Day R L, Keith H K. International Fare in Consumer Satisfaction and Complaining Behavior [C]. Indiana University, Bollmington, IN,1983:10-16.
[18]汀伙,梅虎.旅游地游客满意度：模型及实证研究[J].北京第二外国语学院学报,2006,(7)：1-7.
[19]Oh H, Parks S. Customer satisfaction and service quality:A critical review of the literature and research implications for the hospitality industry [J]. Hospitality Research Journal,1997,20 (3): 35-62.
[20]刘俊,马风华,苗学玲.基于期望差异模型的RBD顾客满意度研究[J].旅游学刊,2004,19(5)：14-19.
[21]Woodruff R B. Customer value:The next source for competitive edge [J]. Journal of the Academy of Marketing Science,1997,25 (2):139-153.
[22]Chang J, Yang B T, Chia-Gan Y. The moderating effect of salespersons'selling behaviour on shopping motivation and satisfaction:Taiwan tourists in China [J]. Tourism Management, 2006, 27 (5):934-942.
[23]Fornell C. A national customer satisfaction barometer:The Swedish experience [J]. Journal of Marketing, 1992, 56 (1):6-21.
[24]中国旅游研究院官方网站：http://www.ctaweb.org/html/2010-1/2010-1-14-18-15-99613.html
[25]唐晓芬.顾客满意度测评.上海：上海科学技术出版社,2001.1-14.
[26]刘新燕等.顾客满意度指数(CSI)模型述评[J].当代经济,2003,6:57-60
[27]于开锋,金颖若,胡伟.贵阳市游客满意度调查及对策研究[J].理论与方法,2010,2:31-33。
[28]郭进辉,郭伟峰.基于于1PA分析法的武夷山九曲溪漂流游客满意度实证研究[J].乐山师范学院学报,2010,25(12)：64-69.
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