基于携程网自由点评的游客满意度评价及游客管理研究——以黄山风景区为例

Study on the Tourist Satisfaction and Tourist Management Based on Free Comments from Ctrip:A Case Study of Huangshan Mountain Scenic Spot

应用模糊评判的数学原理处理携程网的自由点评数据,在游客满意度的双因素理论基础上,采用晕轮效应方法实证分析了黄山风景区的游客满意度。即分析风景因素、价格因素和安全因素3项操作因素以及服务质量、拥挤程度和等待索道的时间3项表达因素,得出黄山风景区的游客满意度是4.48分,低于一般的满意度(5分),其中风景因素产生“正晕轮效应”,等待索道的时间和山顶食宿价格产生“负晕轮效应”。改进黄山风景区游客管理的关键在于促进徒步旅游、提供较舒适的游客排队方式以改善等待索道的环境,同时减少山顶饭店的过剩服务以降低食宿价格。

This paper analyses Huangshan Mountain＇s Tourist Satisfaction Degree（TSD）and makes some suggestions for tourist management. The discussion of TSD is based on the Twin Factors Theory including instrumental factors（scenery, price, safety） and expressive factors（quality of service, degree of crowd, time of waiting for cableway）and considers the haloeffect. The mathematical theory of the fuzzy evaluation is used in the statistical method and the data is gotten from Ctrip of 1 845 free comments. Huangshan Mountain＇s Tourist Satisfaction Degree（TSD）is 4.48, which is below the average degree（5）. Expressive factors have more contribution to TSD. Scenery has positive haloeffect on TSD while time of waiting for cableway and the price have negative haloeffect on TSD. The suggestion is cutting the waiting time by propagandizing climbing, changing the form of queue, reducing the price by providing necessary service items and reducing the number of standard room and serving buffet.