Evaluation and Promotion Model of Tourist Satisfaction in Ice and Snow Tourism Destinations

冰雪旅游地游客满意度评价及提升模式

The successful bid for the Beijing Winter Olympics has brought historic opportunities for the development of ice and snow tourism in China.An index system for the evaluation of tourist satisfaction in ice and snow tourism destinations was constructed from the target layer-factor layer-index layer approach in this paper.Taking tourists with ice and snow tourism experience as the research object,and integrating a questionnaire survey and the Importance-Performance Analysis(IPA)method,a total of 840 valid questionnaires were collected to assess the satisfaction of tourists in snow and ice tourism destinations,and the promotion model of tourist satisfaction in ice and snow tourism destinations was put forward.This process led to three main results.(1)Ice and snow tourists in China are characterized as young and better-educated,with college students aged 19 to 25 as the main consumer group.More than 70%of ice and snow tourists are pretty satisfied with the current development of ice and snow destinations in China,and are willing to participate again.(2)Other than“ice and snow souvenirs”,tourists’perceptions of importance are all higher than the level of perceived satisfaction,and the importance values of the 13 indicators including“Scenic spot security”and“Diversity of ice and snow entertainment and sports”are especially high,showing that tourists have high expectations and demands of the destinations.However,the perceived satisfaction level of tourists for all indexes is generally low,mostly at the general satisfaction level,indicating that ice and snow tourism destinations have only partially met the demands of ice and snow tourists,and there is still much room for improvement.(3)After IPA analysis,five suggestions for improving the satisfaction of tourists in ice and snow tourism destinations were put forward,including diversification of the tourism business model,construction of tourism facilities,a market diversified cultivation model,a humanized mode of tourism service and a refined management model.The results of this study will help to enrich the theory of ice and snow tourist satisfaction and promote the high-quality development of China's ice and snow tourism in the post-Winter Olympics era.

北京冬奥会的申办为我国冰雪旅游发展带来了历史性机遇,然而我国冰雪旅游地可持续发展亟待研究。文章从目标层-因素层-指标层三个维度构建了冰雪旅游地游客满意度评价指标体系,以有冰雪旅游经历的游客为研究对象,采用问卷调查与IPA分析法,回收有效问卷840份,测评冰雪旅游地游客满意度,提出冰雪旅游地游客满意度提升模式。结果如下:(1)我国冰雪旅游经历者具有年轻、受教育程度高的特点,19‒25岁大学生是冰雪旅游的主要消费群体,且超过70%的游客对冰雪旅游地整体发展状况满意度总体较高,较愿意再次参加冰雪旅游。(2)除“冰雪旅游纪念品”外,游客对26个指标的重要性感知均大于其满意度,特别是游客对景区安全性、冰雪娱乐与运动项目多样性等13项指标的重要性很高,这表明游客对冰雪旅游地有较高的期待和要求。然而游客对所有指标的满意度感知水平普遍偏低,多为一般满意水平,表明冰雪旅游地仅初步满足了游客的冰雪旅游需求,仍存在较大提升空间。(3)经过IPA矩阵分析,从旅游业态多样化模式、旅游设施建设优化模式、市场多元化培育模式、旅游服务人性化模式、运营管理精细化模式等5个方面构建提升冰雪旅游地游客满意度的模式。研究结论将有助于丰富冰雪旅游满意度理论,促进后北京冬奥会时代中国冰雪旅游高质量发展。