扎根理论下旅游者满意度影响因素概念模型建构与分析——以广州四大生态型景区为例

A conceptual model construction and analysis about the influence factors of the tourist satisfaction based on grounded theory——a case of the four ecotype scenic spots in Guangzhou

随着城市化的发展和生活水平的不断提高,公民关注生态环境的意识逐步提高,生态型景区作为改善城市生态环境的载体也越来越受到关注,因此研究生态型景区的健康发展意义重大.鉴于此,文章以广州4大生态型景区为研究客体,以旅游者为研究主体,以40 000余条游客评论语句为基础,结合扎根理论与Nvivo的研究方法,遵循扎根理论的开放性编码、主轴编码和选择性编码,分析生态型景区的游客满意度影响因素并建构概念模型.本研究发现了影响生态型景区游客满意度的33项主要因素,提取涵盖了33个初始范畴的5个主范畴,建构了由"出游期望—出游行为-核心吸引物体验-开发管理水平-游客评价"5个维度组成的游客满意度影响因素概念模型.揭示了出游期望和出游行为是概念模型的前提条件,核心吸引物体验和开发管理水平是最核心的两项影响因素,游后评价是游客旅游最终的结果体现.本文认为,未来生态型景区的建设与发展应注重引入核心吸引物,结合游客偏好定位景区主题形象,并赋予一定的市场宣传,是景区实现市场供给平衡的前提;结合市场发展趋势提高景区的服务水平,维护生态环境、控制游客规模、合理配套设施是其景区可持续发展的重要路径,理论上为旅游者与生态型景区二者的供给研究提供了新的思路与方法.

With the development of urbanization and the continuous improvement of liv- ing standards, the awareness of citizens concerned about the ecological environment is gradually increasing. As a carrier to improve the ecological environment of the city, the ecotype scenic spots attract more and more attention. Therefore, it is of great signifi- cance to study the healthy development of ecological scenic spot. In view of this, the four major ecological scenic spots in Guangzhou are taken as the research object with the tourists as the research subject. Based on the data of more than 40,000 tourists, and combining the grounded theory with Nvivo software related modules, a conceptual mod- el is constructed for the influential factors of tourists＇ satisfaction, which follows the open coding, spindle coding and selecting coding of the grounded theory. Through the conceptualization and categorization, the article summarizes the 33 main factors, and ex- tracts five main categories containing 33 initial categories. The conceptual model for in- fluence factors of tourists＇ satisfaction consists of five dimensions, including travel ex- pectation, travel behavior, core attraction experience, development management level and visitor evaluation. Among them, travel expectation and travel behavior are prereq- uisites. Both the core attraction experience and development management level are the most critical influence factors. Tour evaluation is the result of tourists travel. It is sug- gested that the construction and development of ecological scenic spots should focus on the introduction of core attraction in the future, combining the preference of tourists to determine the theme image of scenic spots and giving a certain degree of marketing, which are the prerequisites to achieve a balanced supply. Furthermore, it is important for the sustainable development of the scenic spots to improve the service level of scenic spot according to the development trend of market, along with the maintenance of eco logical environment, controlling tourist capacity and reasonable configuration of sup- porting facilities. In theory, it provides a new perspective and method for study of the balance between supply and demand of tourists and ecological scenic spots.