基于IPA分析的乡村旅游餐饮服务满意度评价实证研究——以陕西袁家村为例

Evaluation of Tourist Satisfaction Degree of Catering Service Quality in Rural Tourist Destinations——A Case Study of Yuanjiacun Village in Shaanxi Province

乡村美食是乡村旅游的重要组成部分和关键驱动力,在当前全国范围内普遍存在严重同质化竞争的形势下,如何提升游客餐饮服务满意度是发展乡村旅游的一项刻不容缓的艰巨任务。本文在对影响乡村旅游餐饮满意度各因素分析的基础上,构建了乡村旅游餐饮服务满意度3层6要素34项指标支撑的评价体系,利用该体系,并以陕西袁家村为例,结合随机抽样问卷调查并利用IPA分析方法,通过构建IPA指数与IPA矩阵对袁家村餐饮服务的34项指标进行了全面分析与归类。最后,从优势保持、重点关注两个重要方面对提升袁家村餐饮服务满意度给出了具体对策建议。该研究为乡村旅游餐饮服务游客满意度评价提供了方法,为乡村旅游餐饮服务品质提升提供了理论依据和决策参考。

Village cuisine was an indispensable part and main attraction of rural tourism. At present, the rural tourism market was in a serious homogenization of competition. How to improve the tourist satisfaction for rural catering service was an urgent topic. Based on analysis of impact factors on tourist satisfaction degree of rural catering service, this paper built the evaluation system comprised by 3 layers, 6 elements and 34 indexes. By use of this evaluation system, based on random sampling questionnaire and IPA analysis, this paper illustrateds by ease of Yuanjiactm Village and researched the importance of various indicators, the actual performance gap and the degree of satisfaction. Then the IPA quadrant was used to clarify the characteristics and concern of superiority area, focus area, opportunity area and maintenance area in the field of catering service in Yuanjiacun Village. At last, some improvement strategies were put forward to promote the tourist satisfaction on catering service in Yuanjiactm Village. This paper provided a method to evaluate the tourist satisfaction of catering service in rural areas, which provided theoretical basis and decision reference for the improvement of rural catering service quality.