基于IPA模型的厦门智慧旅游的游客满意度研究

Study on Tourist Satisfaction of Xiamen Smart Tourism Based on IPA Model

随着现代化信息技术高速发展,移动互联网、大数据、人工智能等的进一步应用,厦门市智慧旅游呈现蓬勃发展的局面,但游客满意度仍有待提升。文章通过问卷调查的方式,使用IPA分析法,以智慧旅游建设十大工程为研究基础,构建厦门市智慧旅游建设成果的评价指标,围绕旅游者体验感知,对厦门市智慧旅游建设成果影响旅游者体验的因素进行研究。调查发现:智慧信息体验、智慧管理体验、智慧设施服务体验、智慧营销体验等四个维度各指标对旅游者均有影响,并分散在不同的象限中,旅游者的期望值(重要性)与满意度之间差异明显。其中旅游者对于智慧酒店建设、在线支付、在线预订、电子地图等项目的满意度较高,对各景区虚拟游览、互动社区等的满意度最低。建议厦门市从智慧旅游基础设施、智慧旅游推广、智慧旅游专业软件以及智慧旅游安全等几个方面逐步完善,提升智慧旅游的游客满意度。

With the rapid development of modern information technology,core technologies such as mobile Internet,big data,and artificial intelligence have been further applied.Smart tourism in Xiamen is booming,but tourist satisfaction still needs to be improved.In this paper,by means of questionnaire survey and IPA analysis,the evaluation index of Xiamen smart tourism construction achievements is constructed based on the ten major projects of smart tourism construction.The paper studies the factors that influence the tourist experience of Xiamen smart tourism construction achievements.It is found that the four dimensions of intelligent information experience,intelligent management experience,intelligent facilities and services experience,and intelligent marketing experience all affect tourists,and they are scattered in different quadrants.There is a significant difference between tourists'expectation(importance)and satisfaction.Among them,tourists have a higher degree of satisfaction with smart hotel construction,online payment,online booking,electronic map and other projects,and the lowest degree of satisfaction with virtual tour of scenic spots and interactive communities.It is suggested that Xiamen should gradually improve the smart tourism infrastructure,smart tourism promotion,smart tourism professional software,and smart tourism safety,so as to improve the satisfaction of smart tourism.