传统型景区游客感知满意度及游后倾向实证分析——以琅琊山景区为例

Empirical Analysis on Tourist Satisfaction and After- the- Tour Tendency of Traditional Scenic Spots——A Case Study of Langya Mountain Scenic Spot

以琅琊山景区为例,利用文献研究、田野调研、因子分析和回归分析等方法对琅琊山景区游客感知满意度因子与表现、游客满意度和游后行为倾向的关系进行探讨。研究表明,景区游客感知满意度有资源与环境、设施与条件、管理与服务三个维度14项因子,满意度总体值为3.43,未达到满意水平,其中资源与环境的各因子较高,"管理与服务"的各因子较低;三个维度14项因子对游客满意度的影响显著;游客感知总体和各维度满意度与游后行为倾向相关,且对推荐意愿影响显著于重游意愿。

Taking Langya Mountain Scenic Spot for example, using such methods as literature research, field research, factor analysis and regres- sion analysis, this paper explored the factors and performance of tourist leisure satisfaction, the relationship between tourist satisfaction and after - the - tour behavioral tendency of Langya Mountain Scenic Spot, in order to reveal rules of tourist satisfaction and after - the - tour tendency of traditional scenic spots. The results showed that the tourist leisure satisfaction had three dimensions such as resources and environment, facilities and conditions, management and service, and 14 factors. The total value of satisfaction was 3.43 and it was not satisfactory. The value of resources and environment and its factors was higher,the value of management and service and its factors was lower. The influence of three dimensions and 14 factors on tourist satisfaction was significant, tourist satisfaction was positively correlated with satisfaction of all dimensions and after - the - tour behavioral tendency, and its influence on recommend intention was more significant than revisit intention.