基于期望差异模型的西安市国内游客满意度评价研究

Research on Satisfaction of Domestic Tourists in Xi'an Based on Extended Expectation Disconfirmation Model

运用扩展的期望差异模型,从旅游服务、旅游景点、旅游基础设施和旅游环境4方面分析了西安市国内游客满意度.得出5点结论:西安市旅游业发展水平整体较高,国内游客基本满意;西安市旅游软服务质量亟待提高,特别是从业人员素质和业务能力有待提高;西安市旅游景点门票价格偏高,与国内游客消费水平不相适应;西安市旅游景点解说系统不能充分解说和展示西安历史文化类旅游景点的内涵和价值;西安市文化娱乐设施落后,夜生活单调,已严重影响国内游客对西安的旅游满意度.提出5条对策:加强旅游从业人员的业务培训和职业道德教育,提高旅游服务质量和水平;规范门票价格管理,合理制定门票价格,进一步完善优惠年票制度;做好旅游交通线路整体规划,尽早开通市内旅游专线,改善游客乘车条件和乘车环境;积极建立具有西安特色的旅游景点解说系统,以生动活泼的形式传递历史文化信息;改善娱乐设施,丰富娱乐活动,让游客在娱乐中更深刻地体验西安市的历史文化魅力.

Based on the first-hand investigation data of domestic tourists, this paper analysis the satisfaction of domestic tourists from tourist service, tourist attractions, tourist infrastructure, and traveling environment with ex- pectation disconfirmation model. The results show that Xi＇ an tourism has a high level of development and domestic tourists have a higher satisfaction with it; Xi＇ an tourism soft quality of service needs to be improved, especially the quality and professional ability of its jobholders; the price of Xi＇ an scenic site admission ticket is so high that it doesnt adapt with the domestic tourist consumption level; the illustration system of Xi＇an scenic sites can＇t illustrate and demonstrate the historic cultural value of them ; the Xi＇ an cultural entertainment facility is so backward and the nightlife is so monotonous that they have serious influence on the domestic tourists satisfaction with Xi＇an tourism. Based on these results, five proposals have been made to provide important reference for improving the tourism im- age of Xi＇ an city： Strengthen the traveling jobholders ＇ vocational training and the occupational ethics education, improve the tourist service quality and the level; Standardize the management system of ticket prices, make reason- able ticket prices and further consummate the preferential benefit yearly pass system; make the traveling transporta- tion line corporate planning , clear the local traveling special line as soon as possible and improve the travel condi- tions and environment; positively establish the Xi＇ an characteristic scenic site illustration system to transmit historic culture information with a spirited form; introduc some entertainment facilities to enrich the recreational activities and make the tourist experience Xi＇an historicall culture charm profoundly in the entertainment. K