基于4E和CSI评价法的旅游目的地绩效评价——以长沙市为例

Research on Performance Evaluation on Tourist Destinations Based on 4E and CSI——A Case Study on Changsha City

旅游目的地绩效评价是对旅游目的地的建设工作成就,即旅游设施、景观、产品、服务等建设成果总体上的评价,其结果体现了旅游目的地旅游产品和服务的发展水平,对旅游目的地今后的发展具有重要参考作用,游客是旅游目的地的产品和服务的最终使用者,对旅游目的绩效评价至关重要。从游客满意视角出发,以4E绩效评价框架为理论指导,运用问卷调查法、顾客满意度调查评价法(CSI),对长沙城市旅游目的地绩效水平进行评价研究。研究发现,游客对长沙市旅游绩效评价的满意度P值为3.61,等级为良好;单项维度看,公平性绩效(3.71)>效益性绩效(3.63)>经济性绩效(3.56)>效率性绩效(3.54);单项指标分析看,旅游娱乐成本、旅游购物、投诉处理、生活环境等方面绩效满意度不高。

Performance evaluation of tourist destination is an overall evaluation on the construction achievement about achievements in the construction of tourism destination, which including tourism facilities, landscape, service, etc. the results will reflect the development level of services and tourism products of tourism destination, and it plays an important role on the future development of tourist destination, tourists are the ultimate user of tourist destination＇s products and services, and they play a key role on performance evaluation of tourist destination. From the tourists point of view and based on the theory of 4E frame about performance evaluation, then this paper applies questionnaire investigation and customer satisfaction investigation evaluation method, choosing Changsha city as a case to evaluate and study the level of perform- anee on tourist destination. The results show that： （ 1 ） Tourists satisfaction about tourism performance evaluation on Changsha is 3. 61, the level is good. （2） In terms of singel dimensions, equity performance （3. 71 ） 〉 effe - ctiveness performance （3. 63） 〉 economy performance （3. 56） 〉 efficiency performance （3. 54） ; （3） in terms of singel index, the cost of tourist entertainment, tourism shopping, complaint handling, living environ -ment and other aspects of satisfaction is not high. Finally, this paper puts forward the relevant policy recommendations.