基于IPA法的森林游憩者行前期望与游憩体验满意度实证研究--以哈尔滨森林游憩市场为例

The Empirical Study of Forest Recreationists' Expectation and Satisfaction Based on IPA ——A case study of Harbin forest recreation

选择哈尔滨市4家森林公园作为研究区域,通过对森林公园游憩者的抽样调查,探讨森林游憩者游憩行为的行前期望与实际游憩体验满意度的差异。运用调查样本结构分析、信度效度分析、成对样本t检验、皮尔森相关分析等方法对356份有效问卷进行分析,并运用IPA法建构行前期望与实际游憩体验满意度矩阵分析表,以探讨游憩者游憩体验满意度水平并为森林游憩经营单位提升经营绩效提供策略建议。研究结果表明,哈尔滨的森林游憩市场体验满意度均值为3.887,属于还好,行前期望与实际体验满意度差异明显;IPA分析证明哈尔滨的森林游憩特色在于自然环境资源,需要继续维护,缺点主要在于服务意识欠缺,未来需要加强。

This paper selects four forest parks of Harbin, to discuss the differences between recreationists＇ expectation and actual satisfaction by the survey to forest park recreationists. The research method uses under applying the sample structure analysis, reliability and validity analysis, paired sample t test and pearson correlation analysis method to analysis the 356 questionnaires. And u- ses the method of IPA construction the expectation and actual recreation satisfaction matrix analysis ta- ble, in order to explore the satisfaction of recreationist＇ experience and the performance of forest rec- reation business unit. The results show that the satisfaction experience mean of Harbin Forest Recrea- tion is 3. 887, there are significant differences between the expectation and actual experience satisfaction. IPA shows that the important characteristic of Harbin forest recreation area lies in its natural environment resources which must be kept maintained, and its shortcomings are without good service