基于游客感知的安徽省红色旅游满意度及提升研究

Satisfaction and Promotion Research on Red Tourism in Anhui Province Based on Tourists Perception

游客满意度对红色旅游目的地的经营、管理及可持续发展非常重要。本研究利用文献分析与德尔菲法,构建了安徽红色旅游地游客满意度评价指标体系,采用重要表现程度分析法(IPA法)评价模型对游客感知满意度(P)-重要性(I)进行评价。结果表明:安徽省红色旅游地3个要素测度层——基础要素、服务要素、拓展要素及27项因子指标测度感知均值均为游客游后感知实绩(满意度)低于游前期望(重要性),游客处于失望情绪状态;IPA矩阵分析28项因子分布为:优势区域6项、修补区域8项、机会区域10项、维持区域4项,游客游后感知实绩(满意度)与游前期望(重要性)“双高项”占21.4%、“双低项”占35.7%。总体上游后感知实绩(满意度)偏低而游前期望(重要性)较高,各评价因子的满意度评价差异较大。本研究可为提升游客满意程度和旅游竞争力提供指导。

Tourists satisfaction is of great importantance to the management and sustainable development of red tourism destination.In this paper,an evaluation index system on tourists satisfaction of red tourism destination in Anhui province is constructed by adopting the method of literature analysis and Delphi method,and tourists expectations(I)-satisfaction(P)is analyzed by IPA model.The results show that the average satisfaction perception of tourists to the three elements layer of red tourism destination in Anhui province including basic elements,service elements,extension elements and 27 factor indicators turns out to be the perceived performance after travel(satisfaction)is lower than the expectation before travel(importance),suggesting that tourists are in a state of disapointment.It is found by IPA matrix analysis that 6 items of 28 measurement factors are distributed in advantage region,8 items in patch region,12 items in opportunities region and 4 items in maintained region.The percentage of“double high items”and“double low items”is 21.4% and 35.7%,respectively.Generally speaking,the expectation before travel(importance)of tourists is high but the perceived performance after travel(satisfaction)is low,and the satisfaction evaluation of each factor differs greatly.This study gives references for enhancing tourist satisfaction and tourism competitiveness.