黄金周存废:来自游客行为与满意度特征的研究

Reservation or Abolishment of“Golden week”:Evidence from Tourist Behavior and Satisfaction

游客在黄金周旅游期间的行为特征及其对目的地满意度的评价不仅有助于宏观决策过程中对黄金周制度进行评价、如何提升黄金周旅游品质具有重要参考价值,同时也在理论上构成对消费者满意度研究的重要补充。基于西安大唐芙蓉园、汉窑遗址公园、西安城墙等3个景区984份问卷的调查数据,对旅游者在十一黄金周旅游期间的行为特征和满意度特征进行了系统研究。结果显示:游客在黄金周期间的行为特征与相关研究中的结果没有较大差别,但仍表现出更加多元化的特征;而在满意度方面,黄金周期间的各项满意度水平也与相关研究中非黄金周期间的满意度水平基本一致。研究认为,黄金周制度并没有对游客的目的地行为造成很大影响,至于黄金周制度造成旅游服务质量下降的结论也缺乏显著数据支撑,从城市发展角度提升目的地的基础设施水平和可进入性才是提升游客满意度的关键。

The behavior characteristics of tourists in ＂Golden Week＂ and their evaluation of satisfaction for tourist destination is not only a good reference value for testing ＂Golden Week＂ mechanism in the course of macro decision and improving tourist quali- ty, but also becomes an important supplement for tourist satisfaction research in theory. This paper focuses on the systematic re- search in behavior characteristic and satisfaction features of tourist during ＂Golden Week＂ on the basis of data of 984 pieces of questionnaires in Xi＇an Datang Furong Garden, Park Han kiln sites, Xi＇an City. According to the research results, there is no big difference between this paper and other papers concerning behavior characteristics, but diversification appears. Regarding satisfac- tion data, satisfaction level during ＂Golden Week＂ is in accord with that in other time. We find ＂Golden Week＂ mechanism does not deliver a lot of influence on tourist behavior, and the mechanism does not result in the decrease of tourist service quality be- cause of lack of data support. Finally, this paper argues that the key to increasing tourists＇ satisfaction is to update infrastructure a.nd give tourists more access to their destinations.