基于五级态度量表的张家界旅客满意度研究

RESEARCH OF TOURISTS' SATISFACTION IN ZHANGJIAJIE BASED ON FIVE LEVELS ATTITUDE SCALE

在激烈的旅游市场竞争中,塑造目的地良好形象是吸引游客、培养游客忠诚度、增加回游率的一个至关重要的策略。而实现这一策略的关键就是要明确目的地服务项目重要性程度与游客满意度的关系。本文以张家界为调查点,运用问卷调查和"坐标分析"方法,检验了游客对张家界旅游服务项目的重要性程度与游客满意度的相关性。游客认为重要性程度高的项目是自然风光、民族文化多样性、安全设施与服务以及交通条件,而满意度高的是自然风光、交通条件和旅游景点的多样性。张家界在进一步旅游开发中需要在民族文化多样性、当地人的热情好客、饮食特色、购物以及住宿条件等方面加以改进。

In the fierce competition in tourism market, a good image for the destination is vital to attract tourists, cultivate tourist＇s loyalty, and increase the rate of return visiting. This is based on the accurate mastery of relationship between important items in the destination and satisfactory degree of the tourists. Therefore, in the process of developing tourism market, we must know in advance which items are important to the tourists and try our best to meet the expectancy when designing products and services. And the importment of tourists＇ satisfactory degree also plays a crucial role in the tourism policy-making process and undoubtedly brings out a competitive advantage for the destination. This paper takes Zhangjiajie as case study and checks the tourists＇ important expectation and satisfactory degree on the fourteen items of such as natural landscape in Zhangjiajie. Research samples are taken from investigation of one hundred and sixty-six tourists at random from December 21 to 25, 2007. According to the questionnaire and ＂coordinate analysis＂ method, this research finds that natural landscape, national cultural diversity, safety equipment and service, and transportation conditions are thought to be a relatively important items while natural landscape, transportation conditions and the diversity of the scenic spots are thought to be satisfactory items. It can be found that tourists＇ satisfactory degree doesn＇t correspond to the expectation of the important items. This research shows that the tourism facility is good enough to meet tourists＇ demand but the tourists are relatively disappointed with the local national culture, special food, accommodation, people＇s hospitality, price and so on.This paper holds that with further development in Zhangjiajie, national culture diversity, local people＇s hospitality, special food, shopping and accommodations need to be improved. At the same time, if Zhangjiajie wants to improve its service, it must invest much in diversity of national culture, scenic zone managers＇ responsibility, special food and accomodation conditions.