沿海城市游客满意度的内在机制及提升战略

Internal Mechanism and Promotion Strategy of Tourist Satisfaction in Coastal Cities

本文以长江三角洲地区(以下简称长三角)和珠江三角洲地区(以下简称珠三角)9个优秀旅游城市为例,利用结构方程模型和4586份现场调查数据,探讨沿海城市游客满意度的内在机制、指数水平和IPA提升战略等规律性特征。研究发现,沿海不同城市和地区间游客满意度的内在机制具有"基本一致"的规律,而长三角游客满意度的指数水平相对强于珠三角。应以改善涉旅行业现场服务为核心,因地制宜地提升沿海城市游客满意度。

This paper takes 9 top tourist cities in Yangtze River Delta and Pearl River Delta as cases in point and applies structural equation model and 4586 on-site survey data to study the regular features of internal mechanism, index level and IPA promotion strategy of tourist satisfaction in the eastern coastal cities of China. It is found that coastal cities and regions have stepped into mass tourism era mainstreamed ＂by middle class; A regularity of basic consistency exists in internal mechanism between different cities and regions, while the internal effect and index level of tourist satisfaction in Yangtze River Delta is relatively stronger than that of Pearl River Delta. It suggests promoting tourist satisfaction in coastal area by improving the on-site service of relevant industries so as to enhance tourist satisfaction by taking appropriate countermeasures according to local condition.