基于模糊综合评价的徒步休闲满意度研究--以浙江省宁波市为例

Research on the Leisure Satisfaction of Hiking Activities Based on Fuzzy Comprehension Evaluation: Data from Ningbo, Zhejiang Province

徒步是主要的户外休闲活动类型之一,如何测量其满意度已经成为一个亟待解决的科学问题。文章以浙江省宁波市两个休闲步道的调研数据为基础,借鉴Beard和Ragheb休闲满意度量表,使用问卷调查和探索性因子分析等方法构建了徒步休闲满意度评价指标体系,利用模糊综合评价法对徒步休闲满意度进行了测评,采用重要性及其表现分析(IPA)法对影响徒步休闲满意度的变量要素进行重要程度和满意程度分析,最后提出了提升徒步休闲满意度的对策与建议。结论表明:(1)徒步休闲总体满意度模糊综合评价分值为4.095,为"比较满意"等级。(2)放松满意度模糊综合评价结果为4.305,高于其他5个要素;位居第二和第三的分别是身体满意度和心理满意度,其评价结果为4.235和4.158,三者均为"比较满意"等级;而社会、教育和美感满意度模糊综合评价结果为3.964、3.963和3.872,为"基本满意"等级。(3)IPA结果显示,心理满意度中的大部分指标重要性和满意度均较高,是案例地开展徒步休闲活动的优势所在,未来应该继续保持;放松满意度的全部指标和身体满意度的大部分指标满意度高而重要性低,将来应持续改进;教育和美感满意度的大部分指标重要性高,而满意度均较低,未来亟须改进。(4)浙江省宁波市两个案例步道应通过拓展教育功能、提升规划设计水平、提高步道及其周边环境质量等途径提升游客满意度。

In China there has been a considerable increase in the demand for outdoor recreational and tourism experiences, one of which is hiking. This paper reports results derived from a sample of 579 hikers walking two ancient trails in Ningbo. The research objectives were firstly to assess levels of satisfaction gained from the experience; followed by identifying determinants of that satisfaction, then the study try to suggest ways of improving the visitor experience. Items were derived form an adaptation of the Beard and Ragheb （1980） Leisure Motivation Scale based on 6 dimensions （education, psychological preference, physiological attributes, and social, relaxation and aesthetic preferences） with 24 items based on a five-point Likert type scale. Data were collected from October to December 2015. An analysis using IPA and fuzzy comprehension techniques were used. The findings were indicated as follows： （1） From the fuzzy comprehensive evaluation analysis, it was found that visitors＇ overall satisfaction was relatively high at the score of 4.095, which indicated that the visitors are satisfied in most cases. Relaxation needs featured highly （4.305）, which is much higher than other five dimensions; followed by the ‘physiological＇ （4.235）, and ‘psychological＇ （4.158） components. It is also worth noting that‘social＇, ‘educational＇, and’‘aesthetic＇ dimensions scored more modestly at 3.964, 3.963, and 3.872 respectively, which reflected at somewhat satisfied level. （2） According to the results of IPA analysis, it was found that the majority of indicators in psychological dimension have high level of IPA scores. While the finding also found that the most indicators in relaxation and physiological dimensions have high satisfaction scores but lower importance scores, which needs to be improved in the future. On the other hand, from the results, it could be seen that the majority of indictors in educational and aesthetic dimensions have high importance scores but low satisfaction scores. （3） The findings also showed that the majority of respondents looked for educational functions during their hiking, such as learning basic outdoor skills. These may increase hikers＇ confidence for future hiking experiences. However, it was also found that the opportunities for such learning were few, leading to some dissatisfaction in this area. （4） The paper therefore provides some practical suggestions for trail management. It is suggested that Ningbo Government could promote hiking as an important means of leisure product with the development of hiking trails, facilities and the improvement of environmental protection systems, combined with more advice as to safety and good hiking practices. There is also a need to better consider trail aesthetics that may attract more potential hikers. Finally, the paper also discussed the limitations of the study and the prospects of future studies.