目的地属性绩效对游客总体满意度的非对称影响——以北京为例

The Asymmetric Effect of Urban Destination Attribute Performance on Tourist Overall Satisfaction:A Case Study of Beijing

目的地属性绩效与游客总体满意度间的关系并非总是线性和对称的。本文依托北京入境游客问卷调查数据,利用奖惩对比分析和非对称影响绩效分析方法,检验了目的地属性绩效对游客总体满意度的非对称影响效应。结果显示:(1)城市目的地属性可划分为旅游信息、旅游交通、自然环境、娱乐活动、核心吸引物、休闲氛围、旅游安全、服务设施和通信服务共9个维度;(2)目的地属性绩效对游客总体满意度的影响存在非对称效应,核心吸引物、旅游交通、旅游安全和服务设施对游客总体满意度具有负向非对称影响,娱乐活动与旅游信息则具有正向非对称影响,仅休闲氛围对游客总体满意度的影响基本呈对称性;(3)城市目的地游客总体满意度的提升,应优先提高休闲氛围属性的绩效,其次是改善服务与设施,再进一步是改进娱乐活动与旅游信息。

There is a pressing need for destination management organization to identify key destination attributes which may help them optimize resource allocation to strengthen tourist overall satisfaction. However, the traditional linear relationship assumption between attribute performance and overall satisfaction is not helpful to solve the problem mentioned above, it is yet difficult to further promote satisfaction formation mechanism research. Based on the Three-Factor Theory of customers satisfaction, the paper attempts to examine the asymmetric effect of the higher and lower urban destination attribute performance on tourist overall satisfaction, verify the classification of each des- tination attribute, and discuss how to improve tourist overall satisfaction of urban destination. Based on 737 Beijing inbound tourists questionnaires data, the dimensions of urban destination attribute are in- vestigated by Exploratory Factor Analysis （EFA） and Confirmatory Factor Analysis （CFA）. Then using Penalty-Re- ward-Contrast Analysis （PRCA）, the asymmetric effect of the destination attribute performance on the tourist overall satisfaction is examined. Finally, through the Asymmetric Impact-Performance Analysis （AIPA）, the paper discusses the priorities of attribute performance management that can enhance the tourist overall satisfaction more efficiently. The results mainly include three aspects： （ 1 ） The attributes of urban destination are divided into 9 dimensions, which are tourism information, tourism traffic, natural environment, recreational activities, core tourist attraction, leisure atmosphere, travel safety, service and facilities and communication service. But only seven attributes （tourist information, tourist traffic, recreational activities, core tourist attraction,leisure atmosphere, tourism safety and service and facilities） have a significant im- pact on tourist overall satisfaction. （2） The asymmetric effects of destination attributes performance on tourist overall satisfaction are con- firmed. The attributes of core tourist attraction, tourism traffic, travel safety, service and facilities reflect negative asymmetric effect on tourist satisfaction, which are the basic factors of tourist overall satisfaction. Recreational activi- ties and tourist information have positive asymmetric effect, belonging to the excitement factor of overall tourist satis- faction. Only the effect of leisure atmosphere on overall tourist satisfaction is symmetry, belonging to performance factor. Compared with the results of linear regression and PRCA, we found that the traditional linear relationship hy- pothesis between attribute performance and overall satisfaction and analytical methods based on linear relationship, would ignore the existence of asymmetric, nonlinear relationships, and may cause more severe risk of wrong decision made by destination managers. Concerning effectively enhance the overall tourist satisfaction, destination attribute performance should be treated differently and rationally optimized, not be simply maximized. （ 3 ） In order to enhance tourist overall satisfaction, the attribute of leisure atmosphere should be assigned high- est priority to improve; secondly, service and facilities should be improved; finally, recreational activities and tourism information should be improved in the future. Destination attributes classification reveals the trend of chan- ges in market demand. Core attraction only is basic factor, leisure atmosphere and recreational activities respectively belongs to performance factor and excitement factor. These results confirm that the trend of urban tourists＇ preference is changing from high level tourist attractions to cultural experience, leisure vacation, and many other aspects. Dissatisfaction-generating potential of the attribute of service and facilities is strongest, which indicate that inbound tourists＇ dissatisfaction is most likely caused by poor service quality and poor facilities of accommodation or catering. This inspire managers should pay particular attention to monitoring service and facilities attribute to prevent irreversible consequences due to its unexpected fluctuation.