福建白水洋景区游客满意度模糊综合评判

Fuzzy Comprehensive Evaluation of the Tourist Satisfaction in Baishuiyang Resort of Fujian

游客满意度是衡量旅游景区经营与管理成败的关键,为了解游客对福建宁德世界地质公园白水洋景区旅游产品和服务的满意程度,以便为该景区的健康发展提供决策参考,根据对457位到访游客的问卷调查,利用层次分析和模糊综合评判相结合的方法对该景区的游客满意度进行实证分析。结果表明,游客对该景区总体评价为基本满意,游客对各因素的满意程度从高到低依次为:资源、娱乐、食物、购物、交通、服务、住宿。研究认为,目前影响游客满意度的最主要限制性因子是住宿条件、服务质量和交通的便捷性,因而促进宾馆等住宿设施投入、提高服务水平、加强景区交通建设是当前景区面临的首要任务。

Tourist satisfaction is the key to measure success and failure of the operation and management of a scenic spot. In order to realize the degree of tourists＇ satisfaction with the tourism products and services provided by the Baishuiyang resort, one of the scenic spots in Ningde World Geological Park, and to offer decision-making reference for the healthy development of the resort, a questionnaire survey dealing with tourist satisfaction was conducted with 457 individuals visiting the area. The combined analysis of the analytic hierarchy process and fuzzy comprehensive evaluation shows that the overall level of visitor satisfaction is satisfactory. The sequence of tourist satisfaction with the destination factors from high to low is： tourist resource, entertainment, food, shopping, transportation, service, accommodation. It indicates that the most important limiting factors influencing the tourist satisfaction in the study area are the accommodation facilities, service quality and transport convenience. Therefore, promoting the investment in hotels and other accommodation facilities, improving the service quality, strengthening the traffic construction are the primary tasks facing the area.