镇江“三山”风景名胜区游客满意度调查分析

An investigation and analysis of tourists' satisfaction with Zhenjiang “Three Hills”Scenic Area

以镇江"三山"风景区为研究对象,在实地调查的基础上,对景区游客满意度进行分析,结果表明,游客对景区景点本身满意度最高,而对景区服务和景区设施满意度相对偏低,建议景区完善旅游基础设施、加强人员培训、深度开发旅游产品、合理设计旅游线路、创新营销管理,以进一步提升景区游客满意度。

Taking Zhenjiang “Three Hills”Scenic Area as the research object,this thesis made an analysis of the tourists＇satisfaction on the basis of the field investigation,results of which show that visitors to the scenic spots possess the highest satisfaction with the scenery itself,but satisfaction with the service and scenic facilities in the scenic areas is relatively low.The thesis puts forward many measures and suggestions as follows：improving tourism infrastructure, strengthening personnel training,exploiting depth tourism product,designing reasonable tourism routes,and innovation ofmarketing management.These measures aim to further enhance tourists＇satisfaction with the scenic area.