旅游目的地不规范经营和管理行为对游客满意度的影响——以韶山为例

The Influence of Abnormal Business Behavior in the Tourist Destination on Tourist Satisfaction——A Case Study in Shaoshan

从游客视角探析目的地不规范经营和管理行为,以求科学审视和有效指导管理。收集网络评论文本,采用内容分析法,分析韶山不规范经营和管理行为的种类及程度,进行满意度评分,并分析不规范行为与游客满意度的关系。研究发现,韶山存在市场不规范经营和管理现象但逐年减少;韶山的景区管理工作较之更为规范;游客满意度在景区管理、交通、住宿服务、购物、餐饮活动上依次递减;目的地市场不规范经营和管理行为明显降低游客满意度。

To investigate the abnormal business behavior from the perspective of tourists can scientifically and effectively guide the destination construction and management. Collecting the comment texts from the Internet, using content analysis method, it comes to the conclusion of the types and degree of the abnormal business behavior in Shaoshan. Scoring the satisfaction, comparing and analyzing the score through one-way analysis of variance, the study found that the abnormal business behavior is common in the tourism market in Shaoshan, and the behavior is decreasing year by year. Second, scenic area management in Shaoshan is more normal than other operating entities. Third, tourists perceive more from dining, shopping, scenic area management, at the same time, tourist satisfaction of the scenic area management, transportation, accommodation services, shopping and dining is on decreasing trend. Fourth, the abnormal business behavior can significantly reduce the level of tourist satisfaction.