游客满意:国家战略视角下的理论建构与实践进路

Tourist Satisfaction:Theory and Practical Approaches from a National Strategy Perspective

从创汇导向的国际旅游目的地发展到以游客满意为导向的国民旅游福祉提升,是包括中国在内的世界旅游发展战略正在经历的趋势性变革。游客在旅游基础理论研究和旅游经济发展实践中已经被事实上赋予了主体地位,游客满意应当、也可以成为当代旅游发展理论的学术基石、国家旅游发展战略的思想基础和目的地管理实践的政策创新。作者团队5年的全国游客满意度调查实践表明:城市政府牵头、培育游客和市民共享的生活空间、完善商业接待和公共服务体系等,是提升游客满意度的有效路径。

China＇ s tourism industry has undergone considerable development in the past 30 years. This process has had an underlying philosophy and theory guiding the strategic development of national tourism, which evolved from being a source of foreign currency and stimulating consumption to industry modernization and an increasing concern about tourist satisfaction. During this development, attention to tourist satisfaction was limited to enterprise management and micro supervision, such as the measurement of service quality. With the coming of mass tourism, featuring mass consumption by everyday citizens, the satisfaction of people＇ s growing and diversifying travel and leisure demands, alongside the enhancement of the wellbeing of tourists and the public, satisfaction has gradually developed into the core goal of the national tourism strategy forming the current philosophy and theory underpinning the national tourism strategy. Research for the national tourist satisfaction index was initiated by the China Tourism Academy, and the survey was conducted by the third party. It evaluated the management and operation of cities from a tourist＇ s perspective. Variables included macro status, planning and construction, governance, as well as the service of the public and private sectors. Prevailing satisfaction theories were used as a basis for the research, and we also employed a qualitative methodology and considered the importance of acomplaint service for measuring tourism development. A series of subjective evaluations including passive and active expressions by tourists were translated into measurable satisfaction indexes. The research systematically measured and evaluated tourist satisfaction using an onsite questionnaire survey, an online comment survey and a tourist complaint survey. The geographical survey area included 60 Chinese cities popular with tourists and 25 tourist destinations outside China, including both countries and regions. From 2009 to 2013, the research entailed monthly surveys and analysis through the establishment of classified work groups including surveys, statistical analysis, media and practical approaches. A large database was created with more than 150,000 onsite questionnaires, 4.3 million online comments and over 20,000 tourist complaints. In the past 5 years, data were regularly collected and analyzed, leading to the accumulation of survey findings and practical approaches. Modern media was employed to attract the attention of central and regional government regarding the research and provide for the continuous upgrading of the tourist satisfaction scheme. Using studies related to tourist satisfaction, and supported by tourist satisfaction survey practices, this paper initially constructs a contemporary tourism development theory. This theory is tourist satisfaction oriented and from a national strategy perspective. It includes but is not limited to several findings. Such as, tourism should be oriented not only of economic growth of destinations, but more of tourist satisfaction. Both government and market should play important roles in tourism, as well as the communities. Growth of tourism should not merely rely on resource development. Improvement of overall city environments including services provided by public and private sectors need more attention. Case studies indicate that tourist satisfaction upgrades should be undertaken in a systematic and gradual manner. Cities are requested to establish comprehensive govemance for their natural and social environments and the service provided by both the public and private sectors. Governments should create a shared living space for both tourists and local citizens.