山东熊耳山旅游地顾客满意度调查研究

Investigation on Tourists' Satisfaction Degree in Xionger Mountain in Shandong Province

通过对熊耳山景区进行实地调研发现,该景区有丰富的旅游资源,但旅游业的发展相对滞后。采取随机抽样的方法,对游客进行了问卷调查,共发放100份问卷,有效问卷为100份,借助旅游环境游客满意度指数(TSI)测评模型,精确计算了熊耳山景区的游客满意度。结果表明,熊耳山的旅游性价比不高,游客普遍表示不满意;该景区的整体环境良好,游客的满意度较高;有部分游客对该景区的期望值不高;游客的重游意愿较高;与其他景区相比,仍有一定差距。通过TSI总指数计算可知,熊耳山国家地质公园的游客满意度为55.89%。最后,针对熊耳山存在的问题,从游览价值、环境感知、营销理念和营销模式几方面,提出了提升熊耳山游客满意度的建议。

Through filed investigation in Xionger Mountain,it was found that the scenic area is rich in tourism resources. However,the development of tourism is lagging behind. By using random sampling method,a survey for visitors was conducted. A total of 100 questionnaires were issued and there were 100 valid questionnaires. With the help of TSI evaluating model,tourists＇ satisfaction degree was calculated accurately. The results showed that ratio of tourism performance to price in Xionger Mountain isn＇t high,tourists generally expressed dissatisfaction; the overall environment is good,tourists showed higher satisfaction degree; some tourists＇ expectations were not high; revisit willing was higher; there is still a certain gap compared with other scenic zone. Tourists＇ satisfaction degree on Xionger Mountain is 55.89% through calculated TSI index. Finally,aiming at the existing problems,some countermeasures for improving tourists＇ satisfaction degree on Xionger＇ Mountain were put forward from the aspects of tour value,environmental perception,marketing philosophy and modes.