基于因子分析法的开封市菊展游客满意度研究

Study on Tourists' Satisfaction with Kaifeng Chrysanthemum Exposition Based on Factor Analysis

选取具有代表性的21个评价指标,利用因子分析法识别出影响开封菊展游客满意度的4个主要因子,按其影响程度从大到小依次为价格因子、景区服务因子、菊花与菊展因子、环境与交通因子。结果表明:游客的总体满意度评价不高,其中游客对菊花与菊展因子的满意度最高,而对影响最重要的价格因子的满意度却最低。最后,针对影响游客满意度的因子分析提出了开封菊展的改进建议,以提高其知名度和美誉度。

The four important factors that affect tourists＇ satisfaction with Chrysanthemum Exposition are iden- tified by using factor analysis according to the 21 typical evaluation indicators, which include price factor, area service factor, Chrysanthemum and Chrysanthemum Exposition factor, environment and transport factor in descend- ing order according their influences to satisfaction of tourists. The results show that tourists＇ overall satisfaction is not high. The most satisfactory factor is Chrysanthemum and Chrysanthemum Exposition factor but the most dissatis- factory factor is price factor which is the most important factor. Some corresponding suggestions for improvement of the popularity and reputation of Chrysanthemum Exposition are offered.