乡村避暑老年游客满意度研究

Research on satisfactory degree of senior summer tourists

老年避暑游客成为旅游市场中不可忽视的群体,有重要的社会意义。游客满意度影响游客对目的地的形象感知而对旅游地的发展产生重要影响。对此,以浙江省临安市西天目村为研究地,通过对老年避暑游客进行问卷调查获取一手数据,采用模糊层次分析法(FAHP)对旅游地六要素的游客满意度进行计算,得出满意度顺序为住宿>饮食>交通>环境>购物>康体娱乐,游客对旅游地总体满意度评价"一般"的结论。在对六要素各因子层进行分析之后,建议针对性地完善老年人康体娱乐等基础设施,提高服务水平,美化建筑周边环境,同时注重避暑地的卫生工作及投诉渠道建设,加强具有吸引力的品牌产品。

Senior summer tourists have become a none-ignorable group in the tourist market,which also have an important social significance.Tourists＇ satisfaction will affect their impressions of the destination and consequently affect the development of the tourism.Village Xi Tianmu,Lin＇an of Zhejiang Province was chosen as the site for study,the first-hand data were collected through surveying with senior summer tourists,then fuzzy analytic hierarchy process（FAHP） was taken to evaluate the six elements of the tourists＇ satisfaction.The general conclusion of the overall satisfaction to the tourism according to satisfaction order is accommodation food transportation environment shopping entertainment.Based on the analysis of the six elements,the authors propose the following suggestions,namely,improving the infrastructure for the senior tourists,improving the service levels and the environments,enhancing the sanitary work,feedback system and brand building.