古镇游客满意度测评指标体系构建与测评探讨
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摘要
一、本文研究的背景与主题
顾客满意度的重要性不言而喻,因而,相当数量的国际、国内学者在满意度理论以及测评方法上都有了深入的研究,并取得了大量的成果。但是,在休闲旅游中扮演着重要角色的古镇游的满意度研究却是少之又少。
伴随着将近十年“黄金周”的休假制度实施,旅游产业取得了长足的发展,针对普通市民,旅游从先前的奢侈想法变成了大众休假选择最常见的方式之一。但是,不容忽视的事实是,旅游产业已经从先前的观光旅游开始向休闲旅游转变,并且,现在国家的休假制度的调整,更使得大都市周边的古镇旅游变得炙手可热。
旅游收入的稳步增长,从业人员的不断增加涌入古镇的投资领域,不断开发新的古镇,造古镇,因此就出现了大片孤零的古镇群、风格几乎一致,大小也相差无几,文化底蕴缺乏,人文特色匮乏、传统民间活动贫乏、过度的商业味,古镇的特色难以凸显,使得古镇的认同度不断的降低,没有新的创意,没有差异性的古镇将使游客对古镇失去热情,不仅是单个古镇的损失,更是对于整个古镇群落的伤害。
面对古镇自身的困境,竞争的不断加剧,游客的异常刁难,古镇需要走出一条能够适合自己的道路来改变自身目前的困境,而这条路就是提升游客的满意度,增加游客的忠诚度,明确古镇综合实力的最终体现就是游客数量,游客的多寡将决定古镇的命运。对旅游者满意度的现实衡量、寻找古镇旅游的薄弱环节以明确急需改进的领域就成为当前古镇旅游的重要课题之一。
在此背景之下,本文将以成都周边众多的古镇,如国家4A级景区成都市“洛带古镇”,中国十大水乡古镇之一的“黄龙溪古镇”等一批成都古镇作为实证对象对古镇旅游者满意度进行初步的研究。二、本选题研究的意义:首先,本研究把顾客满意理论和测评技术以及游客满意度测评指标运用到成都古镇的旅游研究中,满意度测评工具不仅完善了游客满意度的测评手段,而且具有较强的实践意义,为古镇发展、保护与开发战略规划和营销策略选择提供科学的参考依据。
其次,以成都市周边古镇为对象进行实证分析,并以实证分析的结果为依据,以提高古镇游客满意度为前提,提出了发展成都古镇的建议,这对成都古镇休闲旅游的开发与市场营销具有较强的实际指导意义。
其三,本文尽管以成都古镇作为实证研究的对象,但是更多的是以古镇自身的特色作为研究的基点,因此,本文对中国各地的古镇满意度研究以及测评工作也具有借鉴作用。
三、本文研究的主要内容
本文主要对满意度理论、古镇旅游的研究进展进行了综述研究,在此基础上提出古镇游客满意度的概念,参照CCSI顾客满意度模型建立了古镇游客满意度指数模型,分析游客满意度的主要影响因素,对古镇的发展提出相应的建议。在实证研究过程中,本文以成都市周边古镇为代表样本,对古镇游客满意度指数模型及其指标体系进行验证。
全文共分为六部分。第一部分是文献综述,提出研究的问题,指出研究的主要内容,研究的方法、研究框架,以及难点和创新点等。第二部分是理论研究,论述了满意度的相关理论,提出指数模型建立的理论支持,并对古镇旅游进行了界定。第三部分是对古镇游客满意度进行系统分析,指出了游客满意度影响因素,确定了测评方案,构建满意度指数模型,运用层次分析法建立了游客满意度测评指标体系。第四部分进行了调研问卷可靠性、测评效度、测评信度分析等统计检验。第五部分是对测评结果的应用,为成都周边古镇提升游客满意度、增强竞争力提出了对策。第六部分是本文的研究结论与应用展望。
四、本研究的方法
本文采用实证研究与规范研究相结合、定性研究与定量研究相结合的方法。在本文分析框架中,在全面系统文献综述的基础上,借鉴了国内外旅游业的满意度指数测评模型,建立了比较适合我国国情的古镇旅游者满意度的指数模型,并初步建立了古镇旅游者满意度测评指标体系,以此对古镇的游客满意度进行实证分析。然后,通过实地问卷调研、座谈等形式收集到了一手数据,对数据经过统计调查与整理工作后,利用统计软件SPSS13.0对数据的有效性以及相关性等进行分析。
本文除了对古镇满意度指标以及满意度模型进行了论证外,本文对影响游客满意度的因素作了归纳,旅游者因素、景区因素、服务因素、管理因素分别作了探讨,在此基础上对成都古镇如何提高旅游者满意度、增强其综合竞争力提出了对策,以及对古镇满意度的进一步研究提出了设想。
五、本文的创新点与贡献
首先,将系统分析理论引入古镇旅游者满意度测评,补充并丰富了旅游营销方法体系。游客对于满意度的理解是不一致的,既有一些共同的需求,也有兴趣爱好的不同,因此,简单的对古镇的一般分析难以有准确的评价,而必须借助已经得到认可的顾客满意度模型,对旅游者的满意过程进行系统分析,使用科学统计方法进行测评。本研究成果为旅游营销定量研究和游客满意度科学测评提供可借鉴工具与方法
其次,补充并形成了较完整的古镇旅游满意度分析理论。古镇满意度的研究主要涉及古镇的特色,其中尤以建筑特色、风俗文化活动特色为主,同时考虑餐饮服务、交通方面、娱乐项目、购物、住宿、休闲、基础设施、管理与服务、消费价值感知、古镇形象感知等内容。本研究对上述决定古镇游客满意度维度进行了梳理、归纳、补充和完善,形成较完整的古镇游客满意度分析理论。
其三,有利于古镇发掘自身价值,提升顾客价值,创新旅游营销。旅游市场的激烈竞争,包括仿古镇竞争、与周边的古镇竞争、与新的旅游项目竞争、与自身的资源竞争等等,都是目前古镇面临的亟待破解难题。而解决所有的问题,出发点都应该立足与如何利用古镇自身的特色,充分发掘古镇自身的价值,找准市场定位,找出顾客利益点,平衡顾客利益与古镇利益,创新古镇旅游营销理念和模式。本研究从游客满意度的视角提出了古镇旅游营销创新的基本路径选择。
第四,为古镇旅游发展提供科学规划和旅游行政管理提供决策依据。由于目前我国古镇的发展、规划更多的是政府行为,多依靠专家的个人水平以及行政手段来对其进行管理,因此难免出现偏差。本文通过实证的方法对古镇旅游者的心理和行为过程进行测评,准确找出问题的根源所在,为古镇旅游管理者进行科学决策,提高管理水平提供借鉴。
六、研究的局限性与展望
首先,本文对游客满意影响因素和测评指标的研究还只是初步的、探索性的,分析还不够深入和全面,可能遗漏了一些重要测评指标。其次,由于个人的经济能力和时间有限,作者本人仅到成都周边有限的几个古镇地进行了实地调查,访谈研究还需要进步的深入,问卷调查的数量也不够大,从而在一定程度上影响数据分析结果的可靠性。
第三,由于前面提到的文献研究和实证研究的局限,同时拘泥与成都古镇的地理区位,如住宿等部分指标在本次调研中被取舍,另部分指标测评指标体系的框架还需要进一步研究,其它具体测评指标的选取也值得进一步研究。
(1)提高抽样数据的准确性
本文研究所取样本是方便抽样,对于探索性的研究是可行而且适合的。但在进一步的研究工作中,测评人员应尽量采用随机抽样调查的方法,提高样本的代表性,抽样的时间能够安排在成都的在几个古镇同时进行,另外也可考虑数据的抽样按照季度进行抽样等方式。
通过新的抽样方式,有可能发现游客满意度的变化,从而提前掌握游客需求和期望的变化趋势,为新旅游产品的开发和提供更好的服务提供信息上的支持,使游客满意度测评的预测功能大大增强。
(2)古镇游客满意度需更加深入的分析
游客的满意度取决与游客个人的习性爱好,经济收入等众多因素,各因素之间相互影响,互为因果。研究古镇游客满意度有必要与经济收入等因素进行多因素的交叉分析,以探讨古镇游客的个体属性与满意度之间的关系,为精准营销提供有力的数据支持,以及游客的满意发挥重要的作用。
(3)游客满意度测评的动态和对比研究
本研究已认识到游客满意是一个多因素影响的结果,这些影响因素会随着社会环境以及古镇发展阶段的变化而不断变化,各因素的影响力也会相应的发生变化。后续研究可以加强游客满意度的监测,了解游客满意度的动态变化;同时对周边古镇游客满意度进行对比研究,这样不仅可以找出不同古镇游客满意度测评指标的个性,还可以了解相互间的共性,有利于提高游客满意度测评指标体系的科学性和适用性。
一、The background and subject of this paper
It goes without saying that the satisfaction of customer is very important, therefore, a lot of scholars of international and domestic did in-depth research on the satisfaction theory as well as evaluation methods, and made a great deal of achievement. However, there is a little satisfaction research on the tour of ancient town, which plays an important role in leisure travel.
Accompany with the implementing of nearly 10-year "golden week" holiday system, the tourism industry has made remarkable development, as a result, for the general citizen, tourism changed into one kind of the most popular vacation from an idea of luxury. However, what should not be overlooked is that the tourism industry has been turning into leisure tourism from the previous watching tourism, what’s more, the adjustment of the holiday system of our country has made the tourism in ancient town which are surrounding became popular.
The steadily increment of tourism revenues, the ever-increasing investment in the ancient town by professors , the constantly developing new ancient town, building ancient town, and a large sum of important financial income of the local economy, makes the local government and investors keep investing to develop the ancient town. What’s more, the promoting of the local government makes people made more and more ancient towns, so there have been a lot of isolated towns which almost be of the same style and the same size, be lack of culture specialty and traditional folk activities, be of over business flavor, and can’t highlight the characteristics of the towns. All these above make the decreasing of the popular of the ancient towns. Visitors are not interested in the ancient towns which are lack of new ideas and differences anymore. This is not only the loss of the towns, but also a damage of them.
Since the plight of the ancient town itself, increasing competition, tourists who are very picky, an ancient town should change its current predicament by doing something special, which is to increase the satisfaction of tourists and the loyalty of visitors, and to realize that the number of the visitors, which determines the future of the ancient town, is the only one symbol of the comprehensive strength of the ancient town. As a result, how to measure the satisfaction of the travelers and how to find the weak link of the tourist in the ancient town in order to make it clear that which should be improved immediately has become one of the important topics of the tourist in ancient town.
On the background, this article will take the examples of many ancient towns around Chengdu, such as the national 4A level scenic spots "Luodai town" and one of the 10 Chinese water town "Huang Longxi town" and so on, to make a preliminary research on the satisfaction of travelers of ancient towns around Chengdu.
二、The main contents of this paper
At first, the customer satisfaction theory, assessment detection and index of customer satisfaction evaluation were applied to tourism research in Chengdu. This article also has great utility for both the development of the ancient town and the choice of the planning strategy and Marketing Strategy.
Secondly, this paper has empirical study on ancient town and gives advices based on the result and improves customer satisfaction. The ancient town will benefit from the development and the marketing strategy.
Thirdly, this article does the research based on the ancient town in Chengdu, but it pays more attention on the feature of the ancient town itself. Therefore, this article lend some reference to the other research about ancient town in China
三、The main contents of this paper
This article reviewed satisfaction theory, ancient town of tourism research studies. In the light of CCSI the establishment of a model town visitor satisfaction index model was set up, which analysis the satisfaction of tourists and make recommendations accordingly for the development of the town. Evidence in the course of the study, the ancient town of tourist satisfaction index model was verified.
The full text is divided into six parts. The first part of the literature review point out that main content, research methods, research framework, as well as the difficulty and innovation, and other points. The second part of the theoretical research discusses the satisfaction of relevant theory. The third part is the satisfaction of town visitors for system analysis. The fourth part made statistical analysis of the reliability test. Part V is the evaluation of the results of the application. The sixth part is conclusion of the study and application prospects.
四、This study method
In this paper, empirical research, normative study, qualitative and quantitative researches were implied in this paper. On the basis of domestic and foreign tourism satisfaction index evaluation model, a more appropriate condition index model was established for empirical analysis. Then, through on-site survey questionnaire, meeting ,and so on ,to collect first-hand information,statistical software of SPSS13.0 data was used to analysis of the relevance of the analysis.
This article demonstrates ancient town tourist satisfaction model and indicators. This paper summarized tourist, scenic areas, services, management factors were also discussed for each other. Based on the Chengdu on how to improve the tourist town satisfaction, and enhance its overall competitiveness put forward countermeasures, as well as the ancient town of satisfaction with the further study of the idea.
五、The paper's innovation and contribution
First of all, theoretical analysis has been introduced into the ancient town of tourist satisfaction survey which added system approach. The satisfaction of tourists is inconsistent with who not only have different interests, but also same requirement. Therefore, a simple analysis of the town's general is difficult to have accurate evaluation, but by the approved customer satisfaction model. The results of this study provide tools and methods for tourism marketing quantitative research and scientific evaluation of tourist satisfaction.
Secondly, this paper forms a more complete analysis with the ancient town of tourist satisfaction theory. It involve main characteristics of the ancient town, particularly in the areas of architectural, cultural activities, customs, characteristics, and taking into catering services, transport, entertainment, shopping, accommodation, leisure, infrastructure, management and services, Consumer value perception, the image of the ancient town of perception and so on.
Thirdly, this paper is conducive to explore ancient town’s values, to enhance customer value, to innovate tourism marketing. Tourism has fierce market competition, including with imitate ancient town, with competition around the town, with new tourism projects competition and its own resources, and so on. Those problems are needs to crack immediately. To solve all problems, the starting point should depend on the characteristics with its own, fully exploit the value of the ancient town itself, identify market position, identify the interests of customers, balance the interests of customers and the town, and innovative tourism Marketing principles and practices. This study proposed innovation path from customer’s perspective.
Fourth, this paper provides tourism planning and decision-making for tourism administration. As the ancient town in China's development, ancient town development give birth to trouble relies on the expert’s level, as well as administrative measures. In this paper, approach is implied by the tourist of psychological and behavioral assessment process, and accurately identifies the root of the problem. The paper support tourist manager for scientific decision-making and raises the level of management.
六、The limitations of the study and Prospects
First of all, the research of this paper to the influential factors of tourist’s satisfactions and the survey indicators is only preliminary as well as exploratory. And the analysis is not enough in-depth and comprehension, maybe will miss some important indicators for evaluation.
Secondly, because of personal economic ability and limited time, the author myself is only to do practical survey in limited ancient towns near Chengdu, also the interviews need to be in-deeper degree, and the number of paper survey is not large enough as well, therefore to some degree this will affect the reliability of the analysis result.
Thirdly, because of the limitations of literature research above mentioned and the practical research, at the same time the paper is confined to the geographical location of ancient town in Chengdu, such as accommodation and some partial indicators in this study were deleted, and the framework of other partial indicators in evaluation index system requires further Research, beyond that, the selection of other specific evaluation’s indicators should be further studied.
(1) To improve the accuracy of the data sample
In this paper, the selected sample is convenient sample; it is feasible and appropriate to exploratory research. However, in further research, the survey researchers should choose the random sampling method as much as possible, ,which will improve the representativeness of sample, the time can be organized in several ancient towns of Chengdu at the same time, what’s more, it can also consider that the choice of the sample data is complied with the quarter and so on.
Through the new method of choosing sample, we may find that we can know the needs and the changing trend of tourists’expectations in advance, as a result we will provide support to better information service and the exploit of new tourism products .which will make the forecast function of the tourists satisfaction be greatly enhanced.
(2) The satisfaction of tourists needs to be in-deeper degree analysis
The satisfaction of tourists and visitors depends on the individual's preference, hobbies, income and other factors, and the factors are interactive and both in cause and result Researching The satisfaction of tourists and visitors in ancient towns needs combine economic factors such as income and so on in analysis so as to explore the relationship between the individual attributes of tourists in ancient towns and the satisfaction that will provide strong support to the marketing for accurate data ,and it will play an important role in the satisfaction of the visitors.
(3) The dynamic and comparative study to the evaluation
This study has recognized that the satisfaction of tourists is the result of multi- factors, and the factors will change accompanying with the change of social environment and ancient town, also the influence of all factors will change accordingly. Follow-up study could strengthen the monitor of tourist satisfaction, understanding the dynamic changes of tourists’satisfaction; at the same time do the comparative study to the satisfaction of visitors around town, which not only can find the character of visitors satisfaction survey indicators in different ancient town, but also can understand the common personality between each other ,and it will be beneficial to improve science and appliance of the evaluation index system of tourists satisfaction.
顾客满意度的重要性不言而喻,因而,相当数量的国际、国内学者在满意度理论以及测评方法上都有了深入的研究,并取得了大量的成果。但是,在休闲旅游中扮演着重要角色的古镇游的满意度研究却是少之又少。
伴随着将近十年“黄金周”的休假制度实施,旅游产业取得了长足的发展,针对普通市民,旅游从先前的奢侈想法变成了大众休假选择最常见的方式之一。但是,不容忽视的事实是,旅游产业已经从先前的观光旅游开始向休闲旅游转变,并且,现在国家的休假制度的调整,更使得大都市周边的古镇旅游变得炙手可热。
旅游收入的稳步增长,从业人员的不断增加涌入古镇的投资领域,不断开发新的古镇,造古镇,因此就出现了大片孤零的古镇群、风格几乎一致,大小也相差无几,文化底蕴缺乏,人文特色匮乏、传统民间活动贫乏、过度的商业味,古镇的特色难以凸显,使得古镇的认同度不断的降低,没有新的创意,没有差异性的古镇将使游客对古镇失去热情,不仅是单个古镇的损失,更是对于整个古镇群落的伤害。
面对古镇自身的困境,竞争的不断加剧,游客的异常刁难,古镇需要走出一条能够适合自己的道路来改变自身目前的困境,而这条路就是提升游客的满意度,增加游客的忠诚度,明确古镇综合实力的最终体现就是游客数量,游客的多寡将决定古镇的命运。对旅游者满意度的现实衡量、寻找古镇旅游的薄弱环节以明确急需改进的领域就成为当前古镇旅游的重要课题之一。
在此背景之下,本文将以成都周边众多的古镇,如国家4A级景区成都市“洛带古镇”,中国十大水乡古镇之一的“黄龙溪古镇”等一批成都古镇作为实证对象对古镇旅游者满意度进行初步的研究。二、本选题研究的意义:首先,本研究把顾客满意理论和测评技术以及游客满意度测评指标运用到成都古镇的旅游研究中,满意度测评工具不仅完善了游客满意度的测评手段,而且具有较强的实践意义,为古镇发展、保护与开发战略规划和营销策略选择提供科学的参考依据。
其次,以成都市周边古镇为对象进行实证分析,并以实证分析的结果为依据,以提高古镇游客满意度为前提,提出了发展成都古镇的建议,这对成都古镇休闲旅游的开发与市场营销具有较强的实际指导意义。
其三,本文尽管以成都古镇作为实证研究的对象,但是更多的是以古镇自身的特色作为研究的基点,因此,本文对中国各地的古镇满意度研究以及测评工作也具有借鉴作用。
三、本文研究的主要内容
本文主要对满意度理论、古镇旅游的研究进展进行了综述研究,在此基础上提出古镇游客满意度的概念,参照CCSI顾客满意度模型建立了古镇游客满意度指数模型,分析游客满意度的主要影响因素,对古镇的发展提出相应的建议。在实证研究过程中,本文以成都市周边古镇为代表样本,对古镇游客满意度指数模型及其指标体系进行验证。
全文共分为六部分。第一部分是文献综述,提出研究的问题,指出研究的主要内容,研究的方法、研究框架,以及难点和创新点等。第二部分是理论研究,论述了满意度的相关理论,提出指数模型建立的理论支持,并对古镇旅游进行了界定。第三部分是对古镇游客满意度进行系统分析,指出了游客满意度影响因素,确定了测评方案,构建满意度指数模型,运用层次分析法建立了游客满意度测评指标体系。第四部分进行了调研问卷可靠性、测评效度、测评信度分析等统计检验。第五部分是对测评结果的应用,为成都周边古镇提升游客满意度、增强竞争力提出了对策。第六部分是本文的研究结论与应用展望。
四、本研究的方法
本文采用实证研究与规范研究相结合、定性研究与定量研究相结合的方法。在本文分析框架中,在全面系统文献综述的基础上,借鉴了国内外旅游业的满意度指数测评模型,建立了比较适合我国国情的古镇旅游者满意度的指数模型,并初步建立了古镇旅游者满意度测评指标体系,以此对古镇的游客满意度进行实证分析。然后,通过实地问卷调研、座谈等形式收集到了一手数据,对数据经过统计调查与整理工作后,利用统计软件SPSS13.0对数据的有效性以及相关性等进行分析。
本文除了对古镇满意度指标以及满意度模型进行了论证外,本文对影响游客满意度的因素作了归纳,旅游者因素、景区因素、服务因素、管理因素分别作了探讨,在此基础上对成都古镇如何提高旅游者满意度、增强其综合竞争力提出了对策,以及对古镇满意度的进一步研究提出了设想。
五、本文的创新点与贡献
首先,将系统分析理论引入古镇旅游者满意度测评,补充并丰富了旅游营销方法体系。游客对于满意度的理解是不一致的,既有一些共同的需求,也有兴趣爱好的不同,因此,简单的对古镇的一般分析难以有准确的评价,而必须借助已经得到认可的顾客满意度模型,对旅游者的满意过程进行系统分析,使用科学统计方法进行测评。本研究成果为旅游营销定量研究和游客满意度科学测评提供可借鉴工具与方法
其次,补充并形成了较完整的古镇旅游满意度分析理论。古镇满意度的研究主要涉及古镇的特色,其中尤以建筑特色、风俗文化活动特色为主,同时考虑餐饮服务、交通方面、娱乐项目、购物、住宿、休闲、基础设施、管理与服务、消费价值感知、古镇形象感知等内容。本研究对上述决定古镇游客满意度维度进行了梳理、归纳、补充和完善,形成较完整的古镇游客满意度分析理论。
其三,有利于古镇发掘自身价值,提升顾客价值,创新旅游营销。旅游市场的激烈竞争,包括仿古镇竞争、与周边的古镇竞争、与新的旅游项目竞争、与自身的资源竞争等等,都是目前古镇面临的亟待破解难题。而解决所有的问题,出发点都应该立足与如何利用古镇自身的特色,充分发掘古镇自身的价值,找准市场定位,找出顾客利益点,平衡顾客利益与古镇利益,创新古镇旅游营销理念和模式。本研究从游客满意度的视角提出了古镇旅游营销创新的基本路径选择。
第四,为古镇旅游发展提供科学规划和旅游行政管理提供决策依据。由于目前我国古镇的发展、规划更多的是政府行为,多依靠专家的个人水平以及行政手段来对其进行管理,因此难免出现偏差。本文通过实证的方法对古镇旅游者的心理和行为过程进行测评,准确找出问题的根源所在,为古镇旅游管理者进行科学决策,提高管理水平提供借鉴。
六、研究的局限性与展望
首先,本文对游客满意影响因素和测评指标的研究还只是初步的、探索性的,分析还不够深入和全面,可能遗漏了一些重要测评指标。其次,由于个人的经济能力和时间有限,作者本人仅到成都周边有限的几个古镇地进行了实地调查,访谈研究还需要进步的深入,问卷调查的数量也不够大,从而在一定程度上影响数据分析结果的可靠性。
第三,由于前面提到的文献研究和实证研究的局限,同时拘泥与成都古镇的地理区位,如住宿等部分指标在本次调研中被取舍,另部分指标测评指标体系的框架还需要进一步研究,其它具体测评指标的选取也值得进一步研究。
(1)提高抽样数据的准确性
本文研究所取样本是方便抽样,对于探索性的研究是可行而且适合的。但在进一步的研究工作中,测评人员应尽量采用随机抽样调查的方法,提高样本的代表性,抽样的时间能够安排在成都的在几个古镇同时进行,另外也可考虑数据的抽样按照季度进行抽样等方式。
通过新的抽样方式,有可能发现游客满意度的变化,从而提前掌握游客需求和期望的变化趋势,为新旅游产品的开发和提供更好的服务提供信息上的支持,使游客满意度测评的预测功能大大增强。
(2)古镇游客满意度需更加深入的分析
游客的满意度取决与游客个人的习性爱好,经济收入等众多因素,各因素之间相互影响,互为因果。研究古镇游客满意度有必要与经济收入等因素进行多因素的交叉分析,以探讨古镇游客的个体属性与满意度之间的关系,为精准营销提供有力的数据支持,以及游客的满意发挥重要的作用。
(3)游客满意度测评的动态和对比研究
本研究已认识到游客满意是一个多因素影响的结果,这些影响因素会随着社会环境以及古镇发展阶段的变化而不断变化,各因素的影响力也会相应的发生变化。后续研究可以加强游客满意度的监测,了解游客满意度的动态变化;同时对周边古镇游客满意度进行对比研究,这样不仅可以找出不同古镇游客满意度测评指标的个性,还可以了解相互间的共性,有利于提高游客满意度测评指标体系的科学性和适用性。
一、The background and subject of this paper
It goes without saying that the satisfaction of customer is very important, therefore, a lot of scholars of international and domestic did in-depth research on the satisfaction theory as well as evaluation methods, and made a great deal of achievement. However, there is a little satisfaction research on the tour of ancient town, which plays an important role in leisure travel.
Accompany with the implementing of nearly 10-year "golden week" holiday system, the tourism industry has made remarkable development, as a result, for the general citizen, tourism changed into one kind of the most popular vacation from an idea of luxury. However, what should not be overlooked is that the tourism industry has been turning into leisure tourism from the previous watching tourism, what’s more, the adjustment of the holiday system of our country has made the tourism in ancient town which are surrounding became popular.
The steadily increment of tourism revenues, the ever-increasing investment in the ancient town by professors , the constantly developing new ancient town, building ancient town, and a large sum of important financial income of the local economy, makes the local government and investors keep investing to develop the ancient town. What’s more, the promoting of the local government makes people made more and more ancient towns, so there have been a lot of isolated towns which almost be of the same style and the same size, be lack of culture specialty and traditional folk activities, be of over business flavor, and can’t highlight the characteristics of the towns. All these above make the decreasing of the popular of the ancient towns. Visitors are not interested in the ancient towns which are lack of new ideas and differences anymore. This is not only the loss of the towns, but also a damage of them.
Since the plight of the ancient town itself, increasing competition, tourists who are very picky, an ancient town should change its current predicament by doing something special, which is to increase the satisfaction of tourists and the loyalty of visitors, and to realize that the number of the visitors, which determines the future of the ancient town, is the only one symbol of the comprehensive strength of the ancient town. As a result, how to measure the satisfaction of the travelers and how to find the weak link of the tourist in the ancient town in order to make it clear that which should be improved immediately has become one of the important topics of the tourist in ancient town.
On the background, this article will take the examples of many ancient towns around Chengdu, such as the national 4A level scenic spots "Luodai town" and one of the 10 Chinese water town "Huang Longxi town" and so on, to make a preliminary research on the satisfaction of travelers of ancient towns around Chengdu.
二、The main contents of this paper
At first, the customer satisfaction theory, assessment detection and index of customer satisfaction evaluation were applied to tourism research in Chengdu. This article also has great utility for both the development of the ancient town and the choice of the planning strategy and Marketing Strategy.
Secondly, this paper has empirical study on ancient town and gives advices based on the result and improves customer satisfaction. The ancient town will benefit from the development and the marketing strategy.
Thirdly, this article does the research based on the ancient town in Chengdu, but it pays more attention on the feature of the ancient town itself. Therefore, this article lend some reference to the other research about ancient town in China
三、The main contents of this paper
This article reviewed satisfaction theory, ancient town of tourism research studies. In the light of CCSI the establishment of a model town visitor satisfaction index model was set up, which analysis the satisfaction of tourists and make recommendations accordingly for the development of the town. Evidence in the course of the study, the ancient town of tourist satisfaction index model was verified.
The full text is divided into six parts. The first part of the literature review point out that main content, research methods, research framework, as well as the difficulty and innovation, and other points. The second part of the theoretical research discusses the satisfaction of relevant theory. The third part is the satisfaction of town visitors for system analysis. The fourth part made statistical analysis of the reliability test. Part V is the evaluation of the results of the application. The sixth part is conclusion of the study and application prospects.
四、This study method
In this paper, empirical research, normative study, qualitative and quantitative researches were implied in this paper. On the basis of domestic and foreign tourism satisfaction index evaluation model, a more appropriate condition index model was established for empirical analysis. Then, through on-site survey questionnaire, meeting ,and so on ,to collect first-hand information,statistical software of SPSS13.0 data was used to analysis of the relevance of the analysis.
This article demonstrates ancient town tourist satisfaction model and indicators. This paper summarized tourist, scenic areas, services, management factors were also discussed for each other. Based on the Chengdu on how to improve the tourist town satisfaction, and enhance its overall competitiveness put forward countermeasures, as well as the ancient town of satisfaction with the further study of the idea.
五、The paper's innovation and contribution
First of all, theoretical analysis has been introduced into the ancient town of tourist satisfaction survey which added system approach. The satisfaction of tourists is inconsistent with who not only have different interests, but also same requirement. Therefore, a simple analysis of the town's general is difficult to have accurate evaluation, but by the approved customer satisfaction model. The results of this study provide tools and methods for tourism marketing quantitative research and scientific evaluation of tourist satisfaction.
Secondly, this paper forms a more complete analysis with the ancient town of tourist satisfaction theory. It involve main characteristics of the ancient town, particularly in the areas of architectural, cultural activities, customs, characteristics, and taking into catering services, transport, entertainment, shopping, accommodation, leisure, infrastructure, management and services, Consumer value perception, the image of the ancient town of perception and so on.
Thirdly, this paper is conducive to explore ancient town’s values, to enhance customer value, to innovate tourism marketing. Tourism has fierce market competition, including with imitate ancient town, with competition around the town, with new tourism projects competition and its own resources, and so on. Those problems are needs to crack immediately. To solve all problems, the starting point should depend on the characteristics with its own, fully exploit the value of the ancient town itself, identify market position, identify the interests of customers, balance the interests of customers and the town, and innovative tourism Marketing principles and practices. This study proposed innovation path from customer’s perspective.
Fourth, this paper provides tourism planning and decision-making for tourism administration. As the ancient town in China's development, ancient town development give birth to trouble relies on the expert’s level, as well as administrative measures. In this paper, approach is implied by the tourist of psychological and behavioral assessment process, and accurately identifies the root of the problem. The paper support tourist manager for scientific decision-making and raises the level of management.
六、The limitations of the study and Prospects
First of all, the research of this paper to the influential factors of tourist’s satisfactions and the survey indicators is only preliminary as well as exploratory. And the analysis is not enough in-depth and comprehension, maybe will miss some important indicators for evaluation.
Secondly, because of personal economic ability and limited time, the author myself is only to do practical survey in limited ancient towns near Chengdu, also the interviews need to be in-deeper degree, and the number of paper survey is not large enough as well, therefore to some degree this will affect the reliability of the analysis result.
Thirdly, because of the limitations of literature research above mentioned and the practical research, at the same time the paper is confined to the geographical location of ancient town in Chengdu, such as accommodation and some partial indicators in this study were deleted, and the framework of other partial indicators in evaluation index system requires further Research, beyond that, the selection of other specific evaluation’s indicators should be further studied.
(1) To improve the accuracy of the data sample
In this paper, the selected sample is convenient sample; it is feasible and appropriate to exploratory research. However, in further research, the survey researchers should choose the random sampling method as much as possible, ,which will improve the representativeness of sample, the time can be organized in several ancient towns of Chengdu at the same time, what’s more, it can also consider that the choice of the sample data is complied with the quarter and so on.
Through the new method of choosing sample, we may find that we can know the needs and the changing trend of tourists’expectations in advance, as a result we will provide support to better information service and the exploit of new tourism products .which will make the forecast function of the tourists satisfaction be greatly enhanced.
(2) The satisfaction of tourists needs to be in-deeper degree analysis
The satisfaction of tourists and visitors depends on the individual's preference, hobbies, income and other factors, and the factors are interactive and both in cause and result Researching The satisfaction of tourists and visitors in ancient towns needs combine economic factors such as income and so on in analysis so as to explore the relationship between the individual attributes of tourists in ancient towns and the satisfaction that will provide strong support to the marketing for accurate data ,and it will play an important role in the satisfaction of the visitors.
(3) The dynamic and comparative study to the evaluation
This study has recognized that the satisfaction of tourists is the result of multi- factors, and the factors will change accompanying with the change of social environment and ancient town, also the influence of all factors will change accordingly. Follow-up study could strengthen the monitor of tourist satisfaction, understanding the dynamic changes of tourists’satisfaction; at the same time do the comparative study to the satisfaction of visitors around town, which not only can find the character of visitors satisfaction survey indicators in different ancient town, but also can understand the common personality between each other ,and it will be beneficial to improve science and appliance of the evaluation index system of tourists satisfaction.
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1《小康》总第49期,P31,2007
2数据来自http://news.xinhuanet.com/travel/
3数据来自http://cul.jschina.com.cn/gb/jschina/culture/culture/
4数据来自http://chn.lotour.com/n/20080312/n288610.shtml
5数据来自http://ent.newssc.org/system/2008/04/23/010799647.shtml
6数据来自http://www.hyrx.net/News/View.asp?id=317
7何昌荣明清时期江南市镇的发展.苏州大学学报1984[3]
8康熙《嘉定县志》卷1。参见方行:《清代前期农村市场的发展》,载《历史研究》1987年第6期
9吴承照,现代旅游规划设计原理与方法[M],青岛出版社1998: 10-30
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1《小康》总第49期,P31,2007
2数据来自http://news.xinhuanet.com/travel/
3数据来自http://cul.jschina.com.cn/gb/jschina/culture/culture/
4数据来自http://chn.lotour.com/n/20080312/n288610.shtml
5数据来自http://ent.newssc.org/system/2008/04/23/010799647.shtml
6数据来自http://www.hyrx.net/News/View.asp?id=317
7何昌荣明清时期江南市镇的发展.苏州大学学报1984[3]
8康熙《嘉定县志》卷1。参见方行:《清代前期农村市场的发展》,载《历史研究》1987年第6期
9吴承照,现代旅游规划设计原理与方法[M],青岛出版社1998: 10-30