基于改进熵权法的游客满意度评价方法及其应用

Evaluation Model and Its Application of Tourists' Satisfaction Based on Improved Entropy Method

探讨游客满意度的评价方法。采用改进的熵权计算方法确定指标权重,应用加权求和法计算游客满意度。以2007年全国入境游客调查资料为基础,选取了饭店、餐饮、交通、娱乐、购物、导游服务、邮电通讯七项服务指标,建立了入境游客服务质量满意度评价指标体系,对中国大陆31个省区入境旅游服务质量游客满意度进行评价比较,以检验评价方法的适用性。实证研究的结果表明,该评价方法评价结果客观,结论合理,可应用于旅游目的地、旅游景区、旅行社等的满意度评价。

This paper made a research on the appraisal method of tourists' satisfaction. The index weight was determined by the improved entropy weight method and the degree of tourists' satisfaction was calculated by weighted sum method. This paper,which took China's inbound tourist survey data( 2007) as its pool,selected hotel,catering,traffic,entertainment,shopping,tour guide service,post and telecommunication as its service index,built up an evaluation index system of service for inbound tourists and made an evaluation and comparison among 31 provinces and areas in the China's Mainland,so as to test the applicability of these methods. The empirical research showed that the results from this evaluation model was objective and reasonable,and could be adapted in the evaluation of satisfaction for the tourism destination and travel agencies,etc.