基于旅游动机的游客满意度差异研究

Research on Difference of Visitors' Satisfaction Based on Tourist Motivation

旅游动机不仅影响游客对旅游目的地的选择,而且还会影响旅游期望的形成,进而影响游客在旅游地的体验质量,导致不同的满意度。利用第一手调查资料,在对青岛市休闲游客的旅游动机和满意度进行调查的基础上,通过因子分析、聚类分析和方差分析,探讨了游客的旅游动机和不同类型游客的满意度及其差异。基于旅游动机的聚类分析,将青岛市休闲游客分为3种类型:观光主导型游客、度假主导型游客和综合型游客。通过方差分析发现,不同类型旅游者的满意度水平存在显著差异。

Tourism motivation can affect the tourist＇s choice of destinations,the formation of tourism expectation,lower the tourist＇s experience quality at destination and lead to different tourist satisfaction.This paper analyzes visitors＇ motivation and satisfaction of different types of visitors using the first-hand information,which comes from questionnaire survey to visitors for leisure in Qingdao.The analysis method includes factor analysis,cluster analysis and analysis of variance.The research result claims that there are three types of tourists for leisure in Qingdao,which are sightseeing oriented visitors,vocation oriented visitors and general visitors.In addition,different types of visitors show notable different satisfaction levels.