基于旅游体验的葡萄酒满意度研究——以胶东地区为例

Research on Customer Satisfaction with Wine Tourism Experience: a Case Study on Jiaodong Region

近年来,葡萄酒体验旅游蓬勃发展,葡萄酒旅游作为一种发展空间极大的新型旅游方式和概念产品,其核心在于体验。本文基于消费者调研数据,运用SPSS24.0软件,采用描述性统计分析和有序Logistic回归分析等方法,分析消费者对葡萄酒旅游体验的满意度及影响因素。研究表明,性别、建筑景观、基础设施、参观地点、特色节目、电子服务、环境清新、亲身体验是影响消费者满意度的重要因素,消费者的预期比较、重游意愿、推荐意愿也处在良好水平。

In recent years, wine tourism has developed vigorously. As a new type of tourism and concept product with great development space, the core of wine tourism lies in experience. Based on the survey data of consumers, this paper uses SPSS24.0 software,descriptive statistical analysis and ordered Logistic regression to analyze consumer satisfaction with wine tourism experience and its influencing factors. The research shows that gender, architectural landscape, infrastructure, visiting places, featured programs, electronic services, fresh environment and personal experience are the important factors that affect consumer satisfaction, followed by consumers’ expectation comparison, willingness to revisit and willingness to recommend.