基于绩效棱柱和模糊综合评价法的西部旅游地区游客满意度评价模型的构建——以云南丽江为例

Construction of Tourist' Satisfaction Degree Evaluating Model in Western Tourist Area Based on the Performance Prism and Fuzzy Comprehensive Evaluation Method

从地方性知识利用与保护入手,以绩效棱柱为框架,建立游客满意度评价指标体系,利用AHP层次分析法确定指标权重,最后以模糊综合评价法对调查结果进行模糊评判,构建西部旅游地区游客满意度评价模型,并进行案例研究。以云南丽江为例,根据AHP层次分析法,以专家打分为主,求得绩效棱柱5维度权重及各KPI权重和一致性,对游客满意度进行模糊评价。结果表明,云南丽江地区游客满意度总体为"满意",但其中还存在一些问题,主要针对地方性知识利用与保护方面,提出了相应的改进措施,以利于云南丽江旅游业更好的发展。

Starting from the utilization and protection of local knowledge,with the performance prism as the framework,the evaluation index system of tourist satisfaction degree was established. The weight was determined by using AHP method. Finally,the investigating result was judged with fuzzy comprehensive evaluation method,the evaluation model of tourists＇ satisfaction degree in western tourist area was built,and the case study was carried out. With Lijiang in Yunnan Province as example,according to AHP method,five dimensions weight of the performance prism,various KPI weight and consistency were obtained,fuzzy evaluation on tourists satisfaction degree was conducted. The results showed that the overall is satisfactory,but there are still some problems. Aiming at the utilization and protection of local knowledge,some corresponding countermeasures were put forward which will benefit for further development of tourism in Lijiang of Yunnan Province.