我国休闲旅游公共服务满意度的影响因素研究及IPA评价分析

Research on the Factors Affecting the Satisfaction of Public Service in China’s Leisure Tourism and IPA Evaluation

中国社会科学院旅游研究中心发布的《休闲绿皮书:2017-2018年中国休闲发展报告》指出,我国休闲旅游的公共设施与服务仍然存在不均衡和不充分的问题,如何提升休闲旅游公共服务能力的问题迫在眉睫。文章以2016年中国国民旅游休闲状况调查项目的数据为基础,综合运用有序Probit模型和IPA分析法,研究了休闲旅游公共服务满意度的影响因素及各显著变量(服务)的IPA评价,研究发现:国民休闲旅游公共服务总体满意度介于"不太满意"和"一般满意"之间,说明现阶段我国休闲旅游公共服务满意度不高;游客的基本属性相关的变量中月收入、年龄和学历对休闲旅游公共服务满意度有负向影响;旅游咨询网站服务等变量有正向显著影响。从整体上看,我国休闲旅游公共服务还需要有针对性的不断完善和发展。

According to the Leisure Green Book: China Leisure Development Report 2017-2018 issued by the Tourism Research Center of the Chinese Academy of Social Sciences, it is pointed out that there are still imbalances and inadequate problems in the public facilities and services of leisure tourism in China. How to improve the leisure tourism public ability to serve is imminent. Based on the data of the 2016 China National Tourism and Leisure Survey, the paper firstly tested the reliability and validity of the questionnaire, and then proceeded from the variables(services) that affect the satisfaction of the public service of leisure tourism. The multi-classified order Probit model screens out the variables that have a significant impact on the satisfaction of leisure tourism public services, and studies the influencing factors of leisure tourism public service satisfaction. Finally, IPA evaluation of each significant variable(service) is carried out by means of IPA analysis. The study found that the overall satisfaction of public service for national leisure tourism is between "not satisfied" and "general satisfaction", indicating that the satisfaction of public tourism services in China is not high at present;the basic attributes of tourists are related to the monthly variables. Income, age and education level have a negative impact on the satisfaction of leisure tourism public service;tourism consultation website service, tourism hotline service, scenic direct line, urban public bicycle rental service, tourist toilet, relevant variables of leisure tourism public service system. The variables of tourism volunteer service, travel complaint acceptance and dispute mediation, tourism policies and regulations have a positive impact on the satisfaction of leisure tourism public services. On the whole, China’s leisure tourism public services need to be constantly improved and developed;tourism security services need to be improved;administrative law enforcement services are relatively well reflected;some of the benefits of the people, some tourism information services and some convenient transportation services need to be targeted for improvement. Based on the above conclusions, this paper also gives some suggestions to strengthen the construction and improvement of scenic spot security services, such as tourism safety signs and scenic spot safety management, which are the areas that need to be improved by scenic spot managers;improve the information services of scenic spots, timely publish relevant scenic spot information through the official website of the scenic spot, self-media, mobile map app, etc.;improve the construction of tourist infrastructure(such as communication, finance, medical care, barrier-free, etc.) in the scenic spot and surrounding areas, and provide tourists with certain free tourism resources(such as parks, museums, popular science museums, etc.);establish a comprehensive tourism market regulations;improve the efficiency of tourist complaints handling,the tourism market order and the tourism industry environment.