基于游客满意度的森林旅游体验产品开发研究——以山东省49处国家森林公园为例

Research on the Experience Products Development of Forest Tour Based on Tourists’ Satisfaction——Taking 49 National Forest Parks in Shandong Province as Examples

随着体验经济的蓬勃发展和旅游产品结构的不断升级,游客拥有更多的自主选择权,追求多样化的旅游体验已是大势所趋。文章将游客满意度理论运用到森林旅游体验产品开发中,采用因子分析法构建森林旅游游客体验满意度评价指标体系,利用T检验和方差分析法挖掘影响游客体验满意度的潜在因素,并借助IPA模型对游客期望与满意度进行对比分析。以山东省49处国家森林公园为例进行实证研究。结果表明:(1)影响游客体验满意度的因素依次为消费价格、管理服务、条件设施、资源禀赋、游憩活动、景区环境及情感氛围7种体验;(2)游客职业、年龄、学历、月收入等特性差异对旅游满意度影响显著,且游客期望与满意度之间存在显著性差异;(3)森林旅游各体验项目期望均值为4.15,满意度均值为3.76,游客对山东省森林公园森林旅游基本满意,森林旅游产品的各体验项目还有待修补与改善;(4)根据IPA分析结果,得出继续保持项目12个、供给过度项目5个、从容改进项目6个、重点改善项目9个。在此基础上提出准确定位旅游市场,进行个性化体验设计;丰富体验产品类型,增强游客旅游体验;改进旅游设施,提高管理服务品质;整合旅游资源,有效提高产品质量等政策启示。研究结果验证了游客满意度理论在森林旅游体验产品开发中的可行性及指导意义,从体验主体角度出发,扩展了游客特性、期望与体验满意度之间关系的研究维度,以期为政府及相关部门准确把握游客感知现状,提升森林旅游体验满意度,深入发展森林旅游体验产品提供参考借鉴。

With the development of the experience economy and constant upgrading of the tourism product structure, tourists have more rights to select on their own. The pursuit of diversified tourism experience has been a big trend. This paper applies the tourist satisfaction theory to the experience products development of forest tour, adopts the factor analysis method to construct the evaluation index system of tourist experience satisfaction of forest tour, and explores the potential factors that influence tourists’ experience satisfaction through T-test and the variance analysis method. It also conducts contrastive analysis of tourists’ expectations and satisfactions through the IPA model. With 49 national forest parks in Shandong Province as the examples, it conducts empirical study. The results are shown as follows:(1)The factors that influence tourists’ experience satisfaction are consumption price, management service, facility conditions, resource endowment, recreational activities, scenic spot environment and emotional atmosphere experience respectively.(2)The property differences of tourists’ vocation, age, educational background and monthly income have significant influence on tourists’ satisfaction.There is a significant difference between tourists’ expectation and satisfaction.(3)The average value of the experience project expectation of forest tour is 4.15, the average value of satisfaction is 3.76. Tourists are basically satisfied with the forest tour in forest parks of Shandong Province. The experience projects of the forest tour products remain to be repaired and improved.(4)According to the IPA analysis results, there are 12 projects should be kept on, 5 projects with excessive supply, 6 projects should be tolerantly improved, and 9 projects should be mainly improved. On this basis, it proposes to accurately locate the tourism market, conduct individualized experience design, enrich types of experience products, strengthen tourists’ tourism experience, improve tourism facilities, enhance management service qualities, integrate tourism resources and effectively improve product quality. The research results verify the feasibility and guiding significance of tourist’ satisfaction theory in the experience product development of forest tour, from the perspective of the subject of experience, extend the research dimension of the relationships among tourist characteristics, expectations and satisfaction. It is expected to provide references for governments and related departments to accurately seize the perception status of tourists,improve the experience satisfaction of forest tour and deeply develop forest tour experience product.