旅游环境游客满意度的指数测评模型——以黄山风景区为例

Study on the model of tourist satisfaction index about tourism environment:a case study of Huangshan Mountain

旅游环境游客满意度评价是当前旅游环境管理研究的热点和难点之一。文章基于美国顾客满意度指数(ACSI)模型,从环境感知、旅游期望、游览价值、游客满意度、游客忠诚和游客抱怨6大影响模块建立了旅游环境游客满意度指数(TSI)测评模型,并对黄山风景区进行实证分析,得出黄山游客总体满意度指数为82.34。从6大影响模块来看,游览价值是满意度的主要影响因素(β32=1.266),满意度又直接影响忠诚度(β53=0.972)。从6大模块的具体影响因素来看,社会服务环境感知是影响环境感知的关键因素(λ21=0.878),社会服务环境期望对总体旅游期望影响也最大(λ2=0.94),价格是游览价值的主要决定因素(λ52=0.913)。文章采用多元回归分析法和因素重要性推导模型对TSI模型进行了验证,结论吻合。

Assessments on tourist satisfaction about tourism environment is very popular but difficult in the field of tourism environment management. Using the model of American Customer Satisfaction Index（ACSI） for reference, this paper establishes the model of Tourist Satisfaction Index（TSI） on beauty spots. TSI includes six sections, environmental perceptions, tourism expectations, tourism values, tourist satisfaction, tourist complains and tourist loyalty. Its aim is to measure the degree of tourist satisfaction, look for the relevant factors influencing tourist satisfaction, and manage the tourism environment more effectively. This paper applies the model to Huangshan Mountain and finds its TSI is 82.34. The score is high, but it does not match with Huangshan Mountain and many problems still exist in tourism environment. By TSI, from six sections influencing tourist satisfaction, tourism value is the main influencing factor（β32=1. 266）, then the environmental quality（β31=0. 672） ; the influence of tourist expectations on tourism values and satisfaction index is relatively small （γ21 =-0. 147, γ31 =-0. 265 respectively）;the relations between tourist satisfaction and loyalty is obvious（β53 =0. 972）, whether a tourist is satisfied or not directly influences whether he is loyal to destination or not. But the influence on tourist complain is small（β43 = -0.16）, also, if the tourist is not satisfied, perhaps he will not complain. Analyses on factors influencing six sections, the social service environment perception is the main factor influencing environmental perceptions（λ21 =0. 878）, but natural environment is only 0. 188; the influence of social service expectations on total tourism expectation is also intensive（λ2 =0.94）; price perceptions are the very important factor influencing tourism values（λ52=0. 913）. By this token, in Huangshan Mountain, the natural environment is very good, but reasonable ratio of price to quality must be given, social service environment should be improved, and the transparency of the result of travel complaint should be increased. Finally, the paper adopts multiple linear regression analysis and the model of factor-important deduction to validate. The same conclusions are made.