集中连片特困区乡村旅游满意度影响机制实证研究——以武陵山片区张家界、凤凰为例

Study on Rural Tourism Satisfaction Influence Mechanism of Concentrated Destitute Areas of Empirical——Taking Fenghuang and Zhangjiajie in Wuling Mountain Area as an Example

集中连片特困区的脱贫发展事关我国2020年全面小康战略目标的实现。近年来,乡村旅游的发展呈现出一系列新特点,深入了解近年来游客满意度的影响因素有助于乡村旅游的长足发展和片区脱贫目标的实现。基于美国顾客满意指数模型,以武陵山片区的张家界和凤凰为例展开实证研究。结果表明:当前游客普遍持较高的包容参与乡村旅游,大多数游客由于前期期望不高,普遍对当前的乡村旅游较满意;乡村旅游供给方不应进行虚假宣传,以免因游客抱有过高期望而产生失望和抱怨。此外,乡村旅游供给方应加快提升乡村旅游品质,尽可能增加乡村旅游的价值含量,并建立游客投诉机制,从而实现对乡村旅游的实时监控并进行持续优化。根据研究结果提出对策建议:对本地乡村旅游进行真实宣传推广;加快推进"全城旅游",建设精品景区,建立健全旅游配套设施等。

The development of poverty concentrated destitute areas, was of vital importance to achieve our 2020 strategic goal of comprehensive well - off. In recent years, the development of rural tourism presented a series of new features, in - depth understanding of the factors that affected the satisfaction of tourists in recent years, would contribute to the rapid development of rural tourism and the realization of the area of poverty. This paper based on the American customer satisfaction index model in Wuling Mountain Area of Zhangjiajie and Phoenix as an example of empirical research, the results showed that the tolerance of the current participation in rural tourism tourists generally held high, most of the tourists because of the early expectations were not high, so popular on the current rural tourism satisfaction, rural tourism supply side should not be false propaganda, because the tourists expectations and disappointment and complain, in addition, the supply of rural tourism should accelerate to enhance the quality of rural tour- ism, as far as possible to increase the value of the content of rural tourism, and the establishment of tourist complaints mechanism, so as to realize the real - time monitoring of rural tourism and continuous optimization.