基于IPA分析的滨海旅游满意度提升研究——以厦门为例

Research on the Enhancement of Coastal Tourist Satisfaction Based on IPA Analysis-Taking Xiamen as an Example

采用问卷调查、IPA(重要性—表现性分析)研究方法,选取17个观测变量进行游客满意度研究分析,通过问卷调查收集相关的数据,进而运用IPA模型对数据进行研究分析,明确了游客满意度提升应关注的主要因素。研究表明,游客对其城市环境和居民好客度等较为满意,是努力保持的优势项目,对交通便利程度、景区管理等满意度较低,是今后建设的重点。根据这些优劣势的分析,提出了重点改进高重要性且低满意度项目,低优先处理低重要性且低满意度项目,保持高重要性且高满意度项目的优势,保持低重要性且高满意度项目的现有状态具体的提升建议,以期望能够为旅游业的发展和经营管理提供一些参考,进一步地促进旅游业的可持续发展。

the questionnaire survey method and IPA（Importance-Performance Analysis） method were applied to this paper. And17 variable factors were used to analyze tourist satisfaction. We collected data concern tourist satisfaction with questionnaire survey method, analyzed data through the IPA method and confirm the main factors. The study shows that tourists felt satisfied with beautiful city environment, residents＇ hospitality and so on. These advantageous projects should be kept on making efforts. On the contrary,they were disappointed with the traffic and the scenic area management, etc. This disadvantage factors will be the point to be improved. Based on the analyses, specific proposals were put forward to focus on improving the items of high importance and low satisfaction, to give low priority to the items of low importance and low satisfaction, to maintain the items advantage of high importance and high satisfaction, to maintain the current status of low importance and high satisfaction items and to maintain the measures to guide the improvement of tourism products and services, so as to further improved sustainable development.