复合型乡村旅游地的游客满意度影响因素分析——以桂林鲁家村为例

Analysis on Influencing Factors of Tourist Satisfaction in Compound Rural Tourism Destinations:Taking Lujia Village in Guilin as an Example

在乡村振兴背景下,以具备城郊和景郊特征的复合型乡村旅游地——桂林鲁家村为例,探讨客源地和景区吸引力对乡村旅游满意度的影响,并提出相关对策建议。研究结果表明:客源地不仅影响复合型乡村旅游地的整体满意度,对基础设施设备和娱乐活动项目满意度也产生显著影响;景区吸引力对复合型乡村旅游地的整体满意度无明显作用,但对卫生状况满意度具有一定的抑制作用;性别、年龄、婚姻、收入、职业等个体属性特征对复合型乡村旅游地的总满意度与分项满意度产生不同的影响。因此,政府和经营者应在乡村旅游产品和服务的开发设计中充分考虑客源市场的异质性特征,制定和实施差异化的旅游体验策略,可提升复合型乡村旅游地的满意度;充分发挥复合型乡村旅游地功能,可提升景区吸引力;经营者还应充分考虑游客个体特征,满足游客差异化旅游需求,有针对性地开发多层次旅游产品和旅游体验活动。

In the context of rural revitalization,taking Lujia Village,a compound rural tourism destination with the characteristics of suburb and scenic suburb,as an example,the impact of tourist source and scenic attraction on the rural tourism satisfaction was discussed,and relevant countermeasures and suggestions were put forward.The research results show that the source of tourists not only affects the overall satisfaction of the compound rural tourism destinations,but also has a significant impact on the satisfaction of infrastructure and entertainment activities.The attraction of scenic spots has no obvious effect on the overall satisfaction of compound rural tourism destinations,but it has a certain inhibitory effect on the satisfaction of sanitary conditions.The gender,age,marriage,income and occupation have different effects on the overall satisfaction and sub-satisfaction of compound rural tourism destinations.Finally,from the perspective of the government and operators,it is proposed to incorporate the heterogeneity of source market into the supply of rural tourism products and services and formulate and implement differentiated tourism experience strategies in order to improve the satisfaction of compound rural tourism destinations.It is also proposed to give full play to the functions of compound rural tourism destinations and enhance the attractiveness of scenic spots.The individual characteristics of tourists should be fully considered,the differentiated tourism needs of tourists should be satisfied,and the multi-level tourism products and tourism experience activities should be developed in a targeted manner.