对北京郊区乡村旅游服务满意度的调查与思考

Survey on Visitor Satisfaction With Services of Rural Tourism in Beijing

我国的乡村旅游经过20多年的发展已形成一定的规模，并对改变乡村贫穷落后的面貌起到了巨大的作用。但与国外发达国家相比，还只处于初期阶段。怎样使我国的乡村旅游持续、深入地发展，成为学界和业界的热点话题。以北京为例，通过游客调查，对乡村旅游服务满意度及影响因素进行实证研究，结果表明：1）20～50年龄段的游客是乡村旅游的主体；2）游客对北京市乡村旅游服务的总体满意度不高；3）影响满意度的主要要素依次是服务质量、食宿质量、交通状况；4）只要保证服务质量，游客对乡村旅游会有持续的兴趣和较高的忠诚度。

Rural tourism a great role in changing in China is relatively popular and in large scale after its 20 year＇s development and it played the situation of poverty in backward areas. But it is still in a primary phase of development nations. It has become a hot topic about how to make China＇s rural tourism well developed and sustainable among academic researchers and within the industry field. Based on visitor survey in Beijing, it gives an empirical analysis on visitor satisfaction with services and factors influencing visitor satisfaction. The main findings are as follows： 1） most of the visitors are at the age of 20 to 50; 2） the total visitor satisfaction with rural tourism services in Beijing is not high; 3） factors influencing visitor satisfaction are service situation; 4） visitors will show high loyalty and sustained interests in rural quality, accommodation, and transportation tourism if service quality is ensured.