基于加权多属性云的游客景区满意度评价研究——以长白山景区为例

Research on tourists' satisfaction evaluation based on weighted multi-attribute cloud taking Changbai Mountain scenic area as an example

针对景区游客满意度评价过程存在的模糊性与随机性问题,提出加权多属性云模型度量方法.首先,以多属性满意度云对待测目标进行粒度细化,即将满意度分为直接满意度与间接满意度;其次,对满意度云的多属性综合与多路径合并,得到待测目标的最终满意度云;最后,将得到的评测结果与基准云进行对比,得出最终评测结果.结果表明:长白山景区游客直接满意度等级为较高,间接满意为中等偏高,综合评测结果为游客满意度较高.其中直接满意度评测结果表明了长白山景区游客的感知与体验程度,而游客间接满意度体现了长白山景区在社会上的声誉与影响力.研究结果可为景区管理及营销提供决策依据.

Aiming at the vagueness and uncertainty existing in the evaluation process of tourist satisfaction in scenic spots, a weighted muhi-attribute cloud model measurement method is proposed. First, the muhi-attribute satisfaction cloud is used to refine the granularity of the measurement target. That is to say, the satisfaction is divided into direct satisfaction and indirect satisfaction. Secondly, the muhi-attribute combined muhi-path of the satisfaction cloud are used to obtain the target of Satisfaction cloud ; Finally, the resuhs of the evaluation are compared with the benchmark cloud to mTive at the final evaluation resuh. The resuhs show that the direct satisfaction level of tourists in Changbai Mountain Scenic Area is higher, and the indirect satisfaction is medium-high,and the comprehensive evaluation resuh is that tourists have higher satisfaction. The resuh of direct satisfaction evaluation shows that the degree of perception and experience of tourists are very good in Changbai Mountain Scenic Area, and the indirect satisfaction of tourists reflects the reputation and influence of Changbai Mountain Scenic Area in the society are well. The research resuhs can provide decision-making basis for scenic area management and marketing.