旅游消费者满意度指数构建与评价研究——以沈阳方特欢乐世界主题公园为例

Construction and Evaluation of Tourism Consumer Satisfaction Index Based on ACSI Model:A Case Study of Fantawild Adventure

当前主题公园市场趋于饱和,各类国际知名主题公园的落成更加剧了主题公园的竞争,本土主题公园发展压力较大,如何进一步打造更有价值的主题公园旅游消费活动、提高主题公园对旅游消费者的吸引力成为目前研究的重点。本研究梳理了相关研究成果,利用问卷调查法和偏最小二乘法进行数据收集与分析,在消费者满意度指数模型(ACSI)的基础上,以沈阳方特欢乐世界主题公园为例,构建了主题公园旅游消费者满意度指数模型,并进行评价,得出结论:消费者期望、感知质量对消费者满意度的相关系数分别为0.963、0.931,呈正相关关系,感知价值与消费者满意度的相关系数为0.892,消费者期望与感知质量的相关系数为0.885,消费者满意度也会影响消费者忠诚和消费者抱怨,其对消费者忠诚和消费者抱怨的相关系数分别为0.910、0.872。分析结果表明,沈阳方特欢乐世界主题公园的旅游消费者满意度指数为70分,其旅游消费者满意度一般,具有较大提升空间,需要向其他主题公园学习。提出建立旅游消费者抱怨反馈系统,完善刺激性娱乐项目,加强基础设施建设,制定多种定价组合策略等,以提升主题公园知名度、促进主题公园可持续发展。

The development of native theme parks is challenging,with the introduction of more international well-known theme parks.The feedback from tourism consumers after visiting theme parks shows that how to further create more valuable consumption activities and improve the attraction of theme parks to tourism consumers has become the focus.This paper explores tourism consumer behavior from the perspective of tourism consumer satisfaction in theme parks,takes the analysis results of tourism consumer satisfaction as a reference for the development of theme parks,and puts forward development suggestions for theme parks,so as to achieve the purpose of enhancing the popularity of theme parks and promoting their sustainable development.In this paper,the questionnaire survey was used to collect data,and the partial least squares method was used to analyze the data.With the most representative American Consumer Satisfaction Index Model(ACSI)as the reference model,a tourism consumer satisfaction index model of theme parks was constructed.This index model was then evaluated with Fantawild Adventure as an example.The results showed that tourism consumer satisfaction index exhibits high positive correlation with consumer expectation(0.963),consumer perceived quality(0.931),consumer perceived value(0.892),and consumer satisfaction index can in turn influence consumer loyalty and consumer complaint with the correlation coefficent of 0.910 and0.872 respectively.The analysis also revealed that the tourism consumer satisfaction index score of Fantawild Adventure is only 70 points,this not high value indicating that Fantawild Adventure needs to learn more from international well-known theme parks.In order to improve the popularity and prompt the sustainable development of native theme parks,the countermeasures are to establish the feedback system of consumer complaints,improve the exciting entertainment projects,strength basic infrastructure construction,and develop multiple mix-pricing strategy.