基于单纯感知模型的游客满意度研究

On Tourists' Satisfaction Based on Pure Perception Model

如何创建令游客满意的旅游地,是旅游学者、旅游地政府和旅游从业者研究旅游地竞争力的主要目标和任务。已有研究验证了单纯感知模型要比期望差异模型更适合于游客总体满意度的测量。本文以九寨沟和庐山为例,应用独立样本t检验比较了两地游客感知之间的差异,两地逐步回归模型发现,游客总体满意度是由诸多因素共同影响的,并且不同旅游地游客总体满意度的影响因素不同。两地游客总体满意度与忠诚度之间都存在着显著的相关关系,但游客的推荐行为比重游行为对旅游地有着更为重要的意义。

How to create tourism destinations that will satisfy tourists is the main objective and task for tourist scholars, destination governments and practioners to study competitiveness of tourism destinations. The studies have tested that pure perception model is more adaptive to the measurement of overall satisfaction than Expectancy Discrepancy Model. Taking Jiuzhaigou and Lushan as an example, we use independent sample T test to compare the discrepancy of tourists＇ perceptions. The regression model of the two areas finds that tourists＇ overall satisfaction is commonly influenced by various factors and the influencing factors of tourists＇ overall satisfaction in different tourist destinations are different. Distinct interrelation exists between overall satisfaction and loyalty among tourists of two areas, but tourists＇ recommendation is more important to tourism destinations than revisit.