对游客感知形象满意度管理内涵的全新认识——以武陵源景区为例的实证分析

The New Connotation of Satisfaction Management Focusing on Tourists' Apperceiving Image——An experimental analysis of Wulingyuan Scenic Spot

从游客感知形象研究和满意度管理研究的交叉领域,对游客感知形象的满意度评价的内涵提出了全新认识:S=Cz+Vf+Vg,游客感知形象满意度为游客感知景区的核心景观资源满意度、游客感知景区的服务和管理满意度的加和以武陵源景区为例,采用因子分析、理论演绎等分析方法证实了该理念的正确性。文章呼吁景区管理者能够重视游客感知满意度对景区形象的建设维护、后续管理的重要指导作用,使景区能够更好地应对日益激烈的市场竞争。

This article emphasizes the importance of satisfaction management concerning tourists＇ image, from the research of tourists＂ image and satisfaction management. And after an experimental analysis of Wulingyuan Scenic Spot, a formula centering tourists＇ image for destination＇s satisfaction management is obtained, which is S=Cz＋Vf＋Vg, by theory deduction and factor analysis. The profession and the tourism industrialists are told to attach the importance which the image＇s maintenance and management of scenic spot are guided by the theory of satisfaction management centering tourists＇ image. Therefore the scenic spot can reply the severer market competitions successfully.