基于IPA分析的北京农业嘉年华游客满意度

Tourist satisfaction of Beijing agricultural carnival based on IPA analysis

【目的】为了更好的提升北京农业嘉年华服务质量。【方法】对北京农业嘉年华游客满意度进行问卷调查,运用IPA分析方法对问卷结果进行重要性-满意度评价。【结果】游客对北京农业嘉年华的总体满意度得分为3.87,其中游客对园区管理服务方面满意度得分较高,对交通便利程度以及园区内各项产品服务价格的满意度得分较低。【结论】北京农业嘉年华游客满意度介于满意与一般满意之间,针对研究结果提出以下建议:完善基础设施建设,改善游客游览体验;增加趣味性与创新性活动内容,提升游客参与热情。

[Objective]To improve the service quality of Beijing Agricultural Carnival(BAC).[Methods]IPA analysis method was used to evaluate the"importance-satisfaction".[Results]The overall satisfaction score of tourists with the BAC was 3.87.Tourists had a higher score for satisfaction with park management services and a lower score for traffic convenience and the prices of various products and services in the park.[Conclusion]The degree of visitors’satisfaction for the BAC lies between satisfaction and general satisfaction.Based on the research results,suggestions are put forward to promote the development of the BAC:Improve the infrastructure construction,improve the tourist experience;increase the content of interesting and innovative activities,and enhance the enthusiasm of tourists to participate.