旅游者对目的地满意度影响因素的扎根分析

A Study of Tourists Satisfaction with Destination Based on Grounded Theory

本文通过对人民网旅游频道投诉案例的整理和对11名游客的深入访谈,基于扎根理论质性分析方法,以人工编码为主,借助Nvivo10.0,对案例资料进行信息整理和数据挖掘,完成了开放式编码、主轴式编码和选择式编码工作,并提取了影响目的地旅游者满意度的4个因素,即旅游者自身因素、基础设施因素、管理因素和环境因素。若想提升游客对旅游目的地的忠诚度,塑造良好的旅游目的地形象,管理者需从上述影响因素入手。

Through People＇s Daily online travel channel complaints and 12 tourists in -depth interviews, based on qualitative analysis of grounded theory, using manual coding with the help of Nvivo10. 0 as the auxiliary tool to carry out information colleotion and data mining, completing open coding, axial coding, selective coding, this paper extracted four dimensions influence factors influencing tourist satisfaction with destination, namely, tourists themselves, infrastructure, management and environment. In order to provide reference construction on destination image and improve tourist revisit rate, this paper suggests on prometing the economic development of tourist destination.