基于IPA的大运河观光满意度研究

Tourist satisfaction research of The Grande Canale Yangzhou section based on tourism experience

扬州作为历史文化名城,"保护好、传承好、利用好"大运河遗产至关重要。基于游客的旅游体验,以大运河扬州段为例,通过问卷调查对大运河文化带保护与开发现状进行满意度调查,设置四个维度24个评价因子,通过统计分析、因子分析、回归分析以及IPA象限分析等,对大运河扬州段的旅游体验影响因素进行实证分析。结果表明游客的实际感知均低于心理预期,总体满意度一般,通过IPA矩阵确定待改进问题的缓急轻重;最终,根据综合分析结果提出相应的提升建议,以促进扬州大运河科学的保护与开发利用。

The development of canal tourism industry is of great importance to the protection,inheritance and utilization of the grand canal heritage. Based on the tourism experience of tourists,this paper investigates the tourist satisfaction of Yangzhou section of the grand canal on the present experience through questionnaire survey,four dimensions 24 evaluation factor have been set up,through statistical analysis,factor analysis,regression analysis and IPA quadrant analysis,etc.,then analyze the factors influencing tourism experience in Yangzhou section of grand canal. The results show that the actual perception of tourists is lower than the psychological expectation,the overall satisfaction is general,the priority of the problem to be improved is determined by the IPA matrix. Finally,according to the comprehensive analysis results,the corresponding improvement suggestions are put forward to promote the development of Yangzhou grand canal tourism industry.