旅游景区游客满意度及其测评指标分析——以贵州省镇远古城为例

Analysis on Tourist Satisfaction Degree and Its Measuring Indexes in Tourist Area

基于对贵州省镇远县古城景区游客的随机问卷调查,借鉴国内外已有的游客满意度评价模型,运用主成分分析法,修正并构建以游客感知质量、游客满意度为结构变量,以景区形象、游客预期、景区基础设施、景观特点、景区门票价格等13项指标为观测变量的景区游客满意度评价理论模型。结果表明:游客对镇远古城的满意度不高,对观景设施、交通、住宿条件、景观特点满意度较低,景区对游客吸引程度较弱。镇远古城游客综合满意度77.653。据此,政府应加强对景区基础设施的改造、景区特色的构建,提高旅游服务质量水平,从而实现镇远古城景区旅游经济的可持续发展。

By using principal component analysis,this paper had modified and put forward a theoretical model of evaluation on tourist satisfaction degree with tourist perception quality and tourist satisfaction degree as structure variables and with thirty indexes like image of tourist area,tourists＇ expectation,infrastructure in tourist area,landscape features and ticket price as observed variables,based on random questionnaire survey of tourists of Zhenyuan ancient city in Guizhou Province and the existing evaluation models of tourist satisfaction degree at home and abroad.The survey result showed that tourist satisfaction degree was not high,that tourists were dissatisfied with observing facilities,transportation,accommodation and landscape features,and that the attraction power of the tourist area was weak.The comprehensive tourist satisfaction degree of Zhenyuan ancient city was 77.653.Therefore,the government should enhance the reconstruction of infrastructure and construction of landscape features,and improve tourist service quality level,so as to realize sustainable development of tourist economy in Zhenyuan ancient city.