基于SEM与IPA模型的旅游公共服务游客满意度研究

Study on tourist satisfaction with tourism public service based on SEM and IPA models

旅游公共服务游客满意度是影响区域旅游业可持续发展的重要指标。本文从游客满意度视角出发,构建旅游公共服务游客满意度评价指标体系和评价模型,以平遥古城为案例做实证研究,用SEM模型对旅游公共服务游客满意度评价模型进行拟合,用IPA分析法测度各项指标的重要性与满意度。结果发现:1)SEM模型实证分析验证了所构建的旅游公共服务游客满意度评价模型具备科学性,旅游公共服务体系满意度对游前期望、旅游总体满意度、重游意愿及推荐意愿有显著正向影响。2)IPA分析实证发现游客感知旅游公共服务游客满意度体系内的各指标重要性与满意度之间存在较大差异。

Tourist satisfaction with tourism public service is an important index that affects the sustainable development of regional tourism.In this paper,the evaluation index system and evaluation model of tourist satisfaction with tourism public service were constructed from the perspective of tourist satisfaction,and Pingyao ancient city was taken as an empirical study.The SEM model was used to fit the evaluation model of tourist satisfaction with tourism public service.The importance and satisfaction of each index were measured by IPA analysis.Results show:1)The empirical analysis of the SEM model proves that the evaluation model of tourist satisfaction with tourism public service is scientific,and the satisfaction of tourism public service system has a significant positive effect on pre-trip expectation,tourism overall satisfaction,revisiting intention and recommendation intention.2)IPA analysis shows that there is a great difference between the importance and satisfaction of each index in the tourist satisfaction system.