大理白族三月街节庆旅游游客满意度测评研究

Tourist Satisfaction Evaluation of Festival Tourism of the March Street in Dali

通过问卷调查的方式收集游客在大理白族三月街节庆旅游活动期间的满意性指标数据,并以SPSS 17.0为载体,使用因子分析法对数据进行分析处理,旨在测评游客在节庆活动中的满意度影响因素。通过降维和因子归类,将游客满意度测评因子归为5类,即管理因素、民族特色因素、住宿因素、知名度因素和经济因素。并在归一化处理因子荷载的基础上建立了大理白族三月街节庆旅游游客满意度测评方程模型。得出5类节庆测评因子具有良好的因子信度和效度,节庆活动中游客满意度可以从上述五个主因子的维度进行测量和分析,提出了深层次开发和挖掘节庆活动的民族特色和文化内核;着眼新资源和整个云南少数民族节庆活动的系统开发宣传等措施。最后分析了大理白族三月街节庆旅游活动期间游客满意度的影响因素,为研究整个云南少数民族节庆旅游期间影响游客满意度的因素、节庆活动的举办和进一步优化提供参考依据。

This paper collected satisfaction index data of tourists during festival tourism activities of the March Street of Dali by questionnaire,and took SPSS 17.0 as its carrier,it analyzed and processed data through factor analysis,which aimed to evaluate satisfaction influencing factors of tourists in festival activities.Through dimensionality reduction and factor classification,the tourist satisfaction was classified into 5 categories,such as management factor,ethnic characteristic factor,accommodation factor,popularity factor and economic factor.Based on loading factor normalization processing,it built tourist satisfaction evaluation equation model of festival tourism of the March Street of Dali,and concluded that tourist satisfaction in festival activities can be measured and analyzed by dimensionality of these 5 festival evaluation factors as they have good reliability and validity.Then it suggested that ethnic characteristic and cultural core of festival activities should be deep developed and excavated,and new resource and system development promotion of ethnic festival activities of Yunnan should be focused,etc.Finally,it analyzed tourist satisfaction influencing factors in festival tourism activities of the March Street of Dali,and provided a reference for the research of tourist satisfaction influencing factors,host and further improve festival events throughout Yunnan ethnic festival tourism activities.