景区公益化背景下游客满意度提升策略研究——以浙江舟山东海大峡谷为例

Study on the Strategy of Improving Tourist Satisfaction under the Background of Public Welfare of Scenic Spots-- A Case Study of Donghai Grand Canyon in Zhoushan, Zhejiang Province

国家发改委先后两次发文要求国有景区门票降价,实现公共资源全民共享,促进大众消费,加快景区转型升级。以浙江舟山东海大峡谷景区为研究对象,首先通过模糊综合评价法分析得出东海大峡谷游客总体满意度处于一般满意水平,其中与总体满意度水平仍有差距的是基础设施、旅游价格。其次,通过IPA分析法构建象限图进行分析,得出从业人员的服务态度、商业管理、餐饮设施、推荐意愿和景区内交通价格5项评价指标表现为高重要性和低满意度。根据评价结果探讨公益化背景下东海大峡谷实现景区在成功转型过程中提升游客满意度的策略。

The National Development and Reform Commission has issued two requests for ticket price reduction of state-owned scenic spots,to realize the sharing of public resources by all the people,to promote the public consumption,and to accelerate the transformation and upgrading of scenic spots.This paper takes the Donghai Grand Canyon Scenic Spot in Zhoushan,Zhejiang Province as an empirical research object,first of all,through the analysis of fuzzy comprehensive evaluation method,the overall satisfaction level of public interest scenic spot tourists is in the general satisfaction level,in which there is still a gap with the overall level of satisfaction in terms of infrastructure and tourism prices.Secondly,through the analysis of building quadrant chart by IPA analysis method,it is concluded that the five evaluation indexes of service attitude,business management,catering facilities,recommendation willingness and traffic price in the scenic spot are of high importance and low satisfaction.Finally,based on the evaluation results,this paper discusses the strategies to improve the tourists'satisfaction during the successful transformation of Donghai Grand Canyon under the background of public welfare.