景区旅游厕所满意度的重要性和绩效性实证研究:基于游客性别比较

An Empirical Research on Importance and Performance of Tourism Toilets Satisfaction:Based on the Comparison of Tourists Gender

旅游厕所是旅游目的地的重要基础设施,也是体现当地社会公共服务和文明程度的窗口。以山东省的趵突泉等4个景区的旅游厕所为研究对象,利用IPA方法分析和比较了男女游客对旅游厕所评价指标的重要性和绩效感知,结果显示:(1)男女游客对讲究卫生提示语等4个指标的重要性感知有显著差异,对厕所标示等26个指标的重要性感知没有显著差异,对反映旅游厕所"找得到""进得去""呆得下"的指标均有最高的重要性感知;(2)对厕所标示等17个指标的绩效感知没有显著差异,对卫生管理员等13个指标的绩效感知有显著差异,对反映"辅助服务人性化、配套设备现代化"的指标均有最低的绩效感知;(3)厕所表现与游客期望差距最大的3个方面是厕内气味、手纸售卖、有无昆虫,差距最小的3个方面是厕内设计、免收费、男女厕所的标识;(4)应根据男女游客的IPA方格采取差异化对策,提升旅游厕所的服务质量。研究结果可为中国当前正在开展的厕所革命提供指导。

Tourism toilet is not only an important infrastructure for tourist destination,but also a window to reflect the local social public services and the degree of civilization.This paper,with the research objects about tourism toilets of 4tourist attractions such as Baotu spring in Shandong province,using the importance-performance analysis（IPA）method,analyzes and compares the men and women tourists＇ perceived importance and perceived performance on evaluation indices of tourism toilet.The result reveals that：（1）Men and women tourists have significantly different perceived importance on four indices such as paying attention to the clues of sanitation,but poor different perceived importance on the sign of toilet.They have the highest perceived importance on＂being easy to find＂,＂being free to go in＂and＂being willing to stay＂.（2）Tourists have poor different perceived performance on 17 indices such as the signs,while getting significantly different perceived performance on the sanitation administrator.Moreover,they react the highest perceived performance on humanized auxiliary service and modern complementary facilities.（3）The biggest gaps between the toilet performance and tourists＇ expectation appear to 3aspects of the toilet smell,paper sales and the presence of insects,however,the smallest gaps are the aspects including the toilet design,free of charges and the sign of male and female toilets.（4）According to the IPA analyzing of men and women tourists,differentiation strategies are supposed to be taken flexibly,which would improve the service quality of tourism toilet.These research results can provide guidance for the current ongoing toilet revolution in China.