客家地区游客满意度实证研究——以梅县为例

The Empirical Research of Tourist Satisfaction in Hakka Areas ——Taking Mei county as an example

随着"客家热"和"文化旅游热"的推动,客家地区旅游蓬勃发展.在目前客家地区旅游市场和游客满意度研究尚少的情况下,选取客家核心区梅县为研究对象,尝试建立梅县游客满意度评价体系,并在问卷调查基础上,采用SPSS 19.0统计软件对梅县游客满意度进行了较为详细的统计和分析.结果表明:(1)游客对梅县旅游的总体满意度刚好达到满意水平,但评价因子层35项指标中,18项指标没有达到满意水平,总体满意度还有很大的提高空间.(2)旅游行业各要素中,游客对导游服务和旅游景点最满意,对旅游娱乐和旅游购物最不满意度.(3)不同游客群体满意度存在一定差异,其中不同客源地的游客满意度差异极其显著.最后提出了梅县游客满意度评价启示和今后研究中应弥补的不足之处.

With the promotion of ＂Hakka ＂ and ＂Culture tourism ＂ , tourism in the Hakka areas is flourishing. In the cases that： there is just a little research of tourism market and tourist satisfaction in the Hakka region, this paper selects Mei country which is the core area of Hakka as the research object, trying to establish the evaluation system of tourist satisfaction about Mei country, and using the statistical software SPSS 19.0 to make a more detailed statis- tics and analysis for tourist satisfaction about Mei county. The results show that： （ 1 ） The overall satisfaction degree of tourists travel to Mei country is just to achieve the satisfaction level, but in the evaluation factor layer, during the thirty -five indexes, there are eighteen indexes not achieving the satisfaction level, which indicates the overall sat- isfaction has a greatly improved space. （2） In the dements of tourism industry, the visitors are most satisfied to the tour guide service and tourist attractions, least satisfied for entertainment and tourism shopping . （3） There are some differences in the satisfaction from different tourist groups, especially, when tourists come from different places , the tourists satisfaction has significant difference. At last, it puts forward the enlightenments for visitor sat- isfaction evaluation of Mei county and the future research should make up for shortcomings.