冰雪旅游游客满意度感知及提升策略研究——以哈尔滨市冰雪旅游为例

The tourist satisfaction perception and promotion strategy of ice-snow tourism in Harbin

以哈尔滨冰雪旅游为例,利用774名冰雪旅游游客调查数据,通过因子分析法识别提取影响冰雪旅游游客满意度的6个主因子。并采用模糊综合评价法对各主因子及总体进行满意度评价,结果显示:游客整体满意度水平一般,冰雪旅游资源因子评价最高,门票价格因子评价最低。同时结合IPA分析法,分析得出基于游客满意度视角的哈尔滨冰雪旅游的优势区、维持区、机会区和改进区。以期为提升哈尔滨冰雪旅游游客满意度,促进哈尔滨冰雪旅游可持续发展提供政策建议。

According to 774 copies of survey on ice - snow tourism tourists, we used factor analysis method to recognize and choose the six factors that influencing the tourist satisfaction with ice - snow tourism. Based on the perspective of tourist satisfaction and the IPA quadrant diagram,we obtained the advantages and disadvantages of ice - snow tourism in Harbin by using the comprehensive fuzzy analysis to assess each main factor and the whole. The aim of the research is to improve the degree of ice - snow tourist satisfaction in Harbin, and promote the sustainable development of ice - snow tourism in Harbin.