江西入境旅游产品满意度提升研究——以港、澳、台游客为例

Research on the Satisfaction Improvement of Jiangxi Inbound Tourism Product——Taking Hong Kong, Macao and Taiwan Tourists as an Example

提升旅游产品满意度是旅游产品开发的根本所在。以江西入境旅游客源当中的主体——港澳台游客为例,采用因子分析法和多元回归法分析入境旅游产品的评价因子及其与满意度的关系。研究发现:江西入境旅游产品的评价因子包括传统性、教育性、魅力性、体验性;它们与满意度均存正相关关系,其中魅力性对满意度的影响最大,教育性对满意度的影响最小,体验性和传统性次之;江西旅游产品评价满意度水平较低。由此提出江西入境旅游产品满意度的提升对策:提升形象,更好地展现江西旅游的魅力;顾客参与,突出江西旅游产品的体验性;寓教于乐,突出江西旅游产品的教育性;文旅融合,突出江西旅游产品的文化性。

improving the satisfaction of tourism products is the foundation of tourism product development. The paper takes the main body of Jiangxi inbound tourist source of Hong Kong, Macao and Taiwan tourists as an example. Factor analysis and multiple regression analysis are used to analyze the evaluation factors of inbound tourism products and the relationship with satisfaction. The study found that the evaluation factors of Jiangxi's inbound tourism products include tradition, education, charm and experience. They are positively correlated with satisfaction, in which charm has the greatest impact on satisfaction and education has the least impact on satisfaction. Jiangxi tourism product evaluation satisfaction level is low. Therefore it puts forward the countermeasures for improving the satisfaction of Jiangxi's inbound tourism products: better demonstrating the charm of Jiangxi tourism to improve the image, highlighting the experience and the educational nature to encourage customer participation and highlighting the cultural features of Jiangxi tourism products through integration of culture and tourism.