旅游效用视角下的景区游客满意度测量探究

Research on Measurement of Tourist Satisfaction on Tourism Scenery from the Angle of Tourism Utility

景区游客满意度测量常常具有较强的主观性。通过测量游客在景区中获得的单位货币旅游效用值大小,则可以比较客观地表示出游客对景区的满意水平。首先,从游客、专业旅游体验员、旅游专家三个渠道获取基础调查数据,取其平均值,得出景区为来访者提供的旅游总效用值,然后根据旅游消费效用最大化原理,将总效用值除以景区门票价格,测算出景区为来访者提供的单位货币效用值。此数值可以用来表示景区在消费者心目中的满意水平,可以为景区的旅游宣传、潜在游客的旅游决策以及旅行社的线路设计提供参考。

Measurement of Tourist satisfaction to tourism scenery is always subjective. Through measuring the utility of unit currency, it can find satisfactory level on specific tourism scenery objectively. Firstly, get original data from common tourist, tourism experience employee and tourism expert. Then, get the total tourism utility value of visitor. Lastly, the utility value of unit currency can be worked out according the theory of maximizing utilization and the pricing. It can show the satisfactory level of visitor. The result can be used for advertising on tourism scenery, making decision of visitors and designing of travel routes.