乡村振兴战略背景下广西黄姚屯民族特色村寨旅游服务质量提升研究

A Study on the Improvement of Tourism Service Quality in Huangyao Ethnic Villages under the Background of Rural Revitalization

随着社会经济的不断发展,人们对旅游的需求日益增长,旅游业高质量发展愈加迫切,这也是满足新时代人民群众不断增长的旅游需求的必然选择。研究立足于乡村振兴战略背景,参考相关文献与案例地实际,结合专家意见法构建了民族特色村寨游客感知服务质量测评指标体系,包括食、住、行、游、购、娱、服务与环境8个层面共28项指标。研究通过问卷调研与实地访谈,采用重要性-满意度(IPA)分析法对测评指标进行分析。研究表明,游客感知所有评价指标的重要性和满意度的差值(P-I)均为负数,其中餐饮卫生等11项指标的差值大于1,期望与满意度处于高度失衡状态;研究结合IPA象限图,针对各象限相关指标分别提出了持续强化发展、继续保持发展、积极完善发展和优先改进发展策略。

With the development of the society and economy, people’s demand for tourism is increasing and the high-quality development of tourism is more urgent. It’s also the inevitable choice to meet the people’s growing demand for tourism in the new era. The research based on the background of rural revitalization, reference to relevant literature and the situation of the case, combine with the expert opinion method to constructs the evaluation index system of service quality. The system of tourists in villages with ethnic characteristics, included 28 indexes at 8 levels: food, accommodation, travel, tourism, shopping, entertainment, service and environment.Through questionnaire survey and field interview, the importance--satisfaction degree(IPA) analysis method was used to analyze the evaluation indexes. The research indicated that, the value(P-I) of all evaluation indicators perceived by tourists is negative, the difference of 11 indicators such as catering hygiene is greater than 1, namely,expectations and satisfaction are highly unbalanced. Combine with the IPA quadrant diagram, the research provided intensive, keep, improve and priority development strategy.