基于旅游体验的游客满意度评价实证研究

A Case Study on the Evaluation of the Degree of Tourist Satisfaction Based on the Tour Experience

以旅游体验背景下的游客满意度评价为研究内容,运用市场调查法、层次分析法较系统地分析了游客满意度评价的目标、原则和指标体系,构建了游客满意度评价模型。从游客体验需求角度对游客满意度进行研究;旅游体验的评价选取情感体验、知识体验、实践体验、观念转变4个指标,以及对景物的情感等12个评价因子,通过形象化设计得出评价指标和因子的权重,运用模型M=∑12i=1CiKi计算旅游满意度。研究发现,旅游者十分看重情感体验,游客对景物的情感体验排在第一位,其次是对服务项目的情感体验。通过重庆大足石刻、自贡恐龙博物馆、成都"五朵金花"等3个典型景区验证了评价模型的可行性与合理性。

The 21st century is the era of experience tourism. People＇s tourism demand of this era presents new features, namely from tra ditional sightseeing and leisure demand to the higher level tourism demand aiming at unforgettable experience. For the tourism industry, this change will make the central task of tourism business from simply providing tourism products and service to tourists to creating unfor gettable tourism experience. Based on this background, the present study attempts to find a new way assessing tourist satisfaction under the background of experience tourism, so as to give a more scientific theoretical guidance to the tourism management. First of all, with the literature analysis method, this study had a systematic overview of the theory of tourist satisfaction evaluation and the fundamental theory of experience tourism, and constructed the system of goals and principles as well as the new model of tourist satisfaction evaluation. A structured questionnaire with vivid evaluation index was designed and an investigation was carried on based on the questionnaire then. Fur ther, the evaluation model of tourist satisfaction by the analytical hierarchy process （AHP） was constructed and it was tested for consisten- cy. In addition, this paper validated the feasibility of the evaluation model by applying in three typical destinations, and came to some help- ful conclusion to the running and management of these places as well as putting forward five principles that should be insisted by the gov- ernment and the tourism enterprises while planning.