旅游目的地游客满意度模型新释——基于桂林网络游记的扎根分析

New interpretation of tourists' satisfaction model of tourism destination:Based on Grounded Analysis of Guilin network travels

游客满意度对旅游目的地的可持续发展至关重要。当前以满意度相关理论指导实践的做法还存在诸多不足,急需新的理论支撑或根据实践情况对现有理论进行修正。基于此,文章以与桂林相关的网络游记为研究对象,通过对代表性旅游网站近三年逾3000篇游记文本内容的分析,利用扎根理论方法的开放性编码、主轴编码和选择性编码过程,分析旅游目的地游客满意度的影响因素。研究发现,游客感知内容与游客期望内容存在着较大差异,用游客期望内容等同于游客感知内容去测评游客满意度的做法存在一定的缺陷。据此,提出由出游期望、出游行为、期望要素体验、其他要素体验、情感调节、游客满意度、游客忠诚、游客抱怨等8个要素组成的游客满意度概念模型,并按照一定的故事线从游前、游中、游后三个阶段的心理与行为过程对该模型的具体内涵进行了系统阐释。

Tourist satisfaction is essential to the sustainable development of tourisrm destination , so far , there are still many problems in current practice based on the satisfaction relative theory guiding practice , therefore , there is an urgent need for ne＊w theoretical support or modification of the existing theory on the basis of the practice. Based on this , this article takes Guilin objects , makes the analysis of more than 3000 net^vork travels from the representative websites in recent three years , and by using open coding , aial coding and selective coding of Grounded the influence factors of tourists, satisfaction of tourism destination , it is found ence bet^veen the contents of tourists, perception and expectation , there exist certain defects by equating the content of tourist expectation with the content of tourist perception to evaluate tourists’ satisfaction.Based on this , this article puts forward a satisfaction concept model which consists ly , travel expectation , travel behavior , expected factors’ experience , other factors’ experience , emotionregulation , tourists’ satisfaction, tourist loyalty and tourists’ complaint. A n d then, the model is interpreted systematically from the three stages before , during and psychological and behavioral process.