滨海旅游游客满意度的IPA分析

IPA Analysis of Coastal Tourist Satisfaction

文章采用问卷调查、重要表现程度分析等研究方法,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,进而运用分析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、低满意度项目,低优先处理低重要性、低满意度项目,继续努力,保持高重要性、高满意度项目的优势,保持低重要性、高满意度项目的现有状态等提升建议,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.

By means of the questionnaire survey and Importance/Performance Analysis,17 observable variables were selected for the analysis of tourist satisfaction.Firstly,relevant data was collected by aid of questionnaire survey.And then,the data was subjected to the analytical model to find out the leading factors deciding the tourist satisfaction promotion.It is found that tourists felt rather satisfied with city environment,hospitality of the local residents,which are the advantageous aspects in need of continuous efforts.However,they felt somewhat disappointed at the traffic,management of the scenic area,which needs to give adequate attention for improvement.Based on the analysis,some suggestions are made to improve projects of high-importance with low satisfaction,maintain the advantage of those projects of high importance and high satisfaction,and keep the current status of projects of the low-importance and high-satisfaction so as to provide some references for the development and management of the tourism industry and thus further promote its sustainable development.