黄山市乡村旅游者后悔心理满意度服务补救的特点及关系

The Regret Psychology,Satisfaction and Service Recovery of Rural Tourists in Huangshan City

为了探讨乡村旅游者的后悔心理、满意度与服务补救现状,对有代表性的四个乡村旅游景点(西递、宏村、呈坎、花山谜窟),随机选择200位旅游者进行问卷调查.结果表明:乡村旅游主力是中青年,大学及以上程度的游客占大部分,中等收入及以上占大部分.乡村旅游者对景观特色、环境舒适度、娱乐休闲性这三项的品质较为看重.乡村旅游者对景区的后悔程度较轻,对通讯条件最后悔,而对其他均感觉良好.黄山乡村旅游者的满意度与后悔呈负相关,满意度与服务补救呈正相关,服务补救与后悔呈负相关.说明乡村旅游经营者在旅游者产生旅游后悔时,需要及时进行服务补救,可大大提升乡村旅游者的满意度.

In order to investigate about the regret psychology,satisfaction and service recovery of the tourists,a random sampling of 200 tourists were selected as the research subjects and given a questionnaire survey about the four representative rural tourist attractions（Xidi,Hongcun,Huashan mysterious grottoes,Chengkan）and the results showed that the majority of the country tourists are the young and middle aged people,with the large majority of them having a college degree with a middle income or above.The country tourists place more emphasis on the landscape＇s distinguishing feature,comfort and recreational property.Rural tourists are found to have little regret for the scenic area,yet they have the greatest regret for the communication conditions,and they are generally feeling good for the other elements.Huangshan rural tourists＇ satisfaction and regret was negatively correlated;satisfaction and service recovery was positively related;and service recovery was negatively correlated with regret.This shows that when tourists feel regret,on the part of tourism service provider,it is quite necessary to give timely service recovery.