基于修正IPA分析法的扬州古运河水上游览满意度测评研究

On the Satisfaction Evaluation of the Grand Canal Water Tourism in Yangzhou Based on the Modified IPA Analysis

传统IPA分析法以游客自述重要性和满意度来评测各项影响游客满意度的指标,因其概念的基础假设在使用时的缺失而不够准确。以扬州古运河水上游为例,使用修正的IPA分析法衡量影响水上游览项目的 15个因子,这种修正的IPA分析法使用引申重要性和满意度进行分析,同时,进行了两种IPA分析法的实证对比研究,验证了传统IPA分析法存在的缺陷。

By adopting the importance statement and satisfaction from tourists, the traditional IPA analysis is to measure all the indexes affecting tourist satisfaction, which leads to inaccuracy due to the lack of the basic hypothesis of its concept in use. Taking Grand Canal Water Tourism in Yangzhou as an example, this paper measures the 15 variables influencing water tourism program with the modified 1PA analysis, whose analysis is made by using the ex- tended importance and satisfaction. Meanwhile, the paper gives an empirical comparative study of the two IPA meth- ods and verifies the defects of traditional IPA method.