利益相关者理论视角下的海南游客满意度研究

A Study on Tourist Satisfaction in Hainan Province From the Perspective of Stakeholder Theory

游客满意能促使游客对旅游地产生较高的美誉度、认可度、重游率和推荐率,已成为政府旅游工作的重要抓手之一,对海南游客满意度进行研究具有现实意义。基于利益相关者理论,识别海南游客满意度的利益相关者;通过满意度问卷调查、利益相关者深度访谈等方法对海南游客满意度调查研究,揭示海南游客满意度的主要短板;从政府、旅游企业、当地居民、游客和行业协会等角度,设计海南游客满意度的提升策略,丰富游客满意度的研究与实践体系。

Tourist satisfaction can promote visitors＇ higher reputation,recognition,revisit rate and recommendation rate for tourism destinations,which has become one of the important starting points of the government. It is of practical significance to study the tourist satisfaction in Hainan. On the basis of stakeholder theory,the paper identifies stakeholders in Hainan tourist satisfaction. Through tourism satisfaction questionnaire survey and stakeholder depth interviews,it reveals the main short board of tourist satisfaction in Hainan. From different angles of government,tourism enterprises,local residents,tourists and industry associations and so on,it proposes some measures to improve Hainan tourist satisfaction,which can enrich the research and practice system of tourist satisfaction.