旅游服务质量满意度影响因子的区域差异研究——安徽三大旅游板块的比较分析

Regional Difference of the Influencing Factors of Tourists' Satisfaction on the Tourism Service Quality——A Comparison Analysis of the Three Major Tourist Regions in Anhui Province

旅游者体验质量的好坏不仅影响旅游者对旅游目的地的态度,而且会影响区域旅游开发的成功与否,了解不同区域影响旅客目的地服务质量满意感的主要因子显得尤为重要。本文以安徽省三大旅游板块游客服务质量满意度为对象,运用访谈和游客问卷调查获得第一手数据资料,结合因子分析和逐步回归法对数据进行统计分析。结果表明,皖南国际文化旅游区对满意度影响最为显著的是内外交通、其次是导游服务、旅游景区、旅游餐饮、门票价格和旅游购物;大合肥经济圈旅游区对满意度影响最为显著的是旅游餐饮,其次是门票价格、景区环境及基础设施、导游服务、内外交通、标识与信息服务及旅游购物;皖北旅游区对满意度影响最为显著的是景区服务环境及基础设施,其次是门票价格。

The tourist＇s services quality perception and experience affects not only their attitude of the destination but also the success of regional tourism development, so it was important to study the satisfaction of different destinations＇ service quality and the influencing factors. In this paper, the destination service quality of the three major tourist regions in Anhui Province are selected as the research objects. We gained the first-hand survey data by interviews and questionnaire survey, then used the factor analysis and stepwise regression statistical to analysis and comparison of tourists＇ satisfaction and its influencing factors of these regions. Based on the result of factor analysis and the stepwise regression between the total tourists＇ satisfaction and extracted factors, it shows： the most significant factor of tourists＇ satisfaction in south Anhui International Cultural Tourism Region is the internal and external traffic, which is followed by tour guide services, tourist attractions, catering, ticket prices, and shopping; the most significant factor of tourists＇ satisfaction in Hefei economic circle is catering, which is followed by ticket prices, environment and infrastructure in the tourist scenic spots, guide service, internal and external communications, directions and information services, and shopping; in north Anhui, the most significant factor of tourists＇ satisfaction is service environment and infrastructure of the tourist scenic spots ,which is followed by ticket prices.