基于IPA法的山岳型景区游客满意度评价——以西安翠华山景区为例

Tourist Satisfaction Evaluation of Mountain Scenic Spots Based on IPA Method——Take Cuihua Mountain Scenic Area in Xi’an as an Example

游客满意度评价结果对景区进一步规划建设、景区管理具有重要的参考价值.根据游客需求和山岳型景区特征,参考专家意见及已有的研究成果,构建山岳型景区游客满意度评价指标体系;以西安翠花山景区为例,采用IPA模型进行游客满意度实证研究.研究结果显示:西安翠华山景区游客感知满意度低于感知重要性,29项测评指标满意度值均低于重要性值,其中26项指标重要性与满意度感知价值差异显著,游客处于失落状态.重要性与满意度感知IPA图像分析显示:29项测评因子,分布于优势区5项、修补区10项、机会区12项、保持区2项,满意度与重要性感知“双高项”仅占17.2%,“双低项”占41.4%,修补区占34.5%.游客对于景区景观与环境满意度感知价值较高,差评主要集中于旅游活动项目与服务.

The evaluation results of tourist satisfaction have important reference value for the further planning and construction of the scenic spot and the management of the scenic spot.According to the needs of tourists and the characteristics of mountain scenic spots,with reference to expert opinions and existing research results,an evaluation index system of tourist satisfaction of mountain scenic spots is constructed.Taking the Cuihua Mountain Scenic Area in Xi’an as an example,the IPA model is used to conduct an empirical study on tourist satisfaction.The research results show that the tourist perceived satisfaction of Cuihua Mountain Scenic Area in Xi’an is lower than the perceived importance,and the satisfaction values of 29 evaluation indicators are lower than the importance value,of which the difference between the importance of 26 indicators and the perceived value of satisfaction is significant,and the tourists are in a state of loss.The IP A image analysis of importance and satisfaction perception shows that29 evaluation factors are distributed in 5 dominant areas,2 repair areas,12 opportunity areas,and 10 maintenance areas.The"double high"items of satisfaction and importance perception account for only 17.24%,and the"double low"items account for 41.37%.Tourists have a high perceived value for the scenic spot landscape and environmental satisfaction,and the negative comments are mainly focused on tourism activities and services.