游客在扬州的餐饮消费行为调查及满意度分析

Survey on Catering Consumer Behavior of Tourists at Yangzhou and Analysis of Their Satisfaction

餐饮是旅游六大构成要素之一,游客在扬州的餐饮消费体验以及对扬州餐饮的满意程度,对扬州旅游业和餐饮业的健康发展有着重要影响。通过问卷调查的方式考察扬州游客的餐饮消费行为,结果显示大多数游客希望能品尝到扬州地方美食,餐饮消费地点主要选择传统的餐饮名店、连锁店和景区附近的中低档餐饮店,大部分游客总体上对扬州的餐饮表示满意,采用IPA方法分析了游客对扬州餐饮的关注度和满意度,结果表明:扬州餐饮在食品的味道、价格、种类、外观、卫生和服务态度等方面令游客感到满意,但在等待时间、交通便利方面尚不能满足游客需求。

As catering is one of the six key elements in tourism, catering experience of tourists at Yangzhou and their satisfaction have significant effect on the healthy development of tourism and the catering business of the city. By questionnaire, the article looked into the catering consumer behavior of the tourists and the results showed that the majority of tourists wished to have a taste of local delicacies of Yangzhou and their consumption sites were mainly traditional restaurants, chain restaurants and medium-and-low grade restaurants around the scenic spots. Most tourists were satisfied with their catering experience at Yangzhou. The results of tourists concern and satisfaction by IPA indicated that tourists were pleased with Yangzhou caterers at the flavor, price, variety, look of the food and their sanitary conditions and courtesy ; however, quick meals and easy ac- cess to the restaurants were still not available to tourists.