感知差异下边境购物旅游满意度实证研究——以霍尔果斯口岸为例

A Study of Border Shopping Tourism Satisfaction under Difference Perception in Horgos Port

本文运用因子分析法以霍尔果斯口岸为样本提取了影响国内边境购物旅游满意度的7个因子,即环境感知、质量感知、购物情境、配套设施、忠诚度、抱怨度和交通便利度;并在此基础上依据不同群体的感知,分别从性别、年龄、受教育程度、家庭收入和职业等5个方面对满意度因子是否存在显著性差异进行单因素方差分析。结果显示:环境感知对购物旅游满意度影响最大,其次为质量感知,交通便利度影响最小;此外,不同的年龄段、受教育程度和职业对购物旅游者满意度存在显著差异。因此,在未来发展边境购物旅游的过程中,除更重视商品质量外,还应通过提高服务管理水平、改善配套设施等措施发展口岸边境购物旅游。

This paper, taking domestic border shopping tourists to Horgos Port as the research subjects, employs factor analy-sis and extracts seven common factors that influence tourists＇ satisfaction, that is, environmental awareness, perceived quality,shopping situation, supporting facilities, loyalty, complaint and transportation. And on this basis, it makes single factor variance a-nalysis from the aspect of gender, ages, education level,family income and occupation to see whether there is a significant differ-ence in the satisfaction according to subjective perception of different groups. The results show that, environmental impact is mostlysignificant, then is quality perception, and transportation is the least. Besides, there are significant differences in the satisfaction indifferent ages, education levels and occupations among shopping tourists. As a result, in future development of border shoppingtourism, in addition to attaching great importance to the goods in the process, it is of importance to improve the quality of servicemanagement,improve the supporting facilities construction and shopping tourism related measures to develop Horgos Port bordershopping tourism.