基于游客满意度的安徽省城市夜间旅游发展策略研究——以马鞍山为例

Research on Urban Night’s Tourism Development Strategy in Anhui Province Based on Tourist Satisfaction

文章以马鞍山市为例,从游客及当地居民的角度出发,选取城市夜间旅游交通、灯光、餐饮、游览娱乐活动、购物、配套设施、服务、总体氛围感知8个方面30项评价指标开展问卷调查,并对城市夜间旅游发展各项评价指标的重要性及满意度进行IPA分析,在此基础上提出四项发展策略,包括:完善旅游交通,加强基础配套设施建设;提升文化内涵,打造夜游特色精品项目;强化行业监管,提高夜游管理服务水平;加大文旅宣传,塑造城市夜间旅游形象,以期实现马鞍山市夜间旅游的高质量发展。

Taking Ma-an-shan City as an example,from the perspective of tourists and local residents,the paper selects 30 evaluation indicators in 8 aspects including night’s tourism traffic in the city,lighting,catering,sightseeing and entertainment activities,shopping,supporting facilities,services,and overall atmosphere perception,carries out a questionnaire survey,and conducts an IPA analysis on the importance and satisfaction of various evaluation indicators for the development of night’s tourism in the city.Therefore,four strategies for the development are proposed,as follows:to improve tourism transportation and strengthen the construction of supporting facilities,to enhance cultural connotation and create characteristic boutique projects for night tourism,to strengthen the industry supervision and improve the level of night tour management service,and to increase cultural tourism promotion to shape the image of night travel in the city.It can achieve high-quality development of night’s tourism in Ma-an-shan.