江苏区域旅游游客满意度评价研究

A Study on the Evaluation of Tourist Satisfaction in Jiangsu Province

游客满意是旅游市场竞争力的来源,是稳定规模化游客流的根本动力.运用灰色系统中灰色关联分析法,从交通、旅游景区(点)、购物、环境卫生、住宿、餐饮、娱乐、门票价格、导游讲解服务9个要素入手构建评价指标体系,以江苏12个省辖市为例,对游客满意度进行综合评价,揭示影响游客满意度众多指标之间关系的强弱,对12市游客满意度的优势劣势分析,并进行排序,得出江苏区域旅游游客满意度4个层次:镇江、扬州满意度最高,苏州、常州次之,南京、无锡、徐州、南通为第三层次,泰州、盐城、连云港和淮安最低。

Market competitiveness and the fundamental motive force of the steady tourist flow come from the tourist satisfaction. The paper created a index system of tourist satisfaction, including traffic,scenic spots, shopping, environmental sanitation, catering, accommodation,entertainment, admission fee and guide service, tested the tourist satisfaction with 12 cities in jiangsu province by applying Gray Correlation Analysis, made an in-depth analysis of the advantage and disadvantages of these cities and 12 cities was divided into 4 levels： Zhenjiang and Yangzhou belonging to the first level; Suzhou, Changzhou, second level; Nanjing, Wuxi, Nantong and Xuzhou,third level; Taizhou, Yancheng, Liangyungang and, Huai＇an, the last.