基于游客满意度的农业观光园发展研究

A study about the development of agricultural sightseeing park based on tourist satisfactions

以西安市沣东农博园为研究对象,通过构建游客满意度评价体系,以实地问卷获取实验数据,基于模糊综合评判方法,研判游客对园区各评价因子的满意度.结果表明,游客对园区的总体满意度为3.762;二级评价因子的满意度为观赏性景观(4.075)>生产性景观(3.953)>基础服务设施(3.451)>参与性景观(2.896);三级13项评价因子的满意度主要集中在一般和满意水平之间,温室南方花卉(4.142)、室外花田(4.038)、垃圾箱(4.005)的评价在满意水平之上,游戏娱乐(2.508)、餐饮(2.757)、售卖(2.908)的评价未达到一般水平.游客对园区总评价基本达到满意水平,观赏性景观满意度较高,参与性景观还有待提高,尤其是游戏娱乐项目.餐饮和售卖区评价值低,还有较大的提升空间.根据满意度评价结果,有针对性地对园区提出进一步的改造方向与建议.

Taking Xi an Fengdong Agricultural Exposition Park as an example,matters relating the satisfactions of tourists towards factors of evaluation are carried out through questionnaires to obtain experimental data and according to the method of fuzzy comprehensive assessment.The results show that the overall satisfaction of visitors towards the park is 3.762.The second-level evaluation factors are ornamental landscape （4.075）〉productive landscape（3.953）〉basic service facilities（3.451）〉participatory landscape（2.896） .The satisfactions of the 13 evaluation factors about third level are mainly focused on general and satisfaction.The evaluations of greenhouse flowers （4.142） , outdoor flowers（4.038） and dustbin（4.005） are above the level of satisfaction .Entertainment area （2.508） , catering（2.757） and sales area（2.908） do not reach the general level.The overall evaluation towards the park has almost reached the satisfactory level,the satisfaction of the ornamental landscape is high,and the landscape of participatory needs to be improved,especially the project of game and entertainment.The evaluations of catering and sales area are low,and there is a greater room for improvement.According to the result about the evaluations of satisfaction,this paper puts forward the direction of further reform and suggestion to this park,which can be used for reference by other parks.