基于扎根理论的中国雪乡游客满意度研究

Research on Tourist Satisfaction in China Snow Town World Based on Grounded Theory

以中国雪乡景区为案例地,将携程网上截止到2022年2月28日景区的游客评论作为数据来源,采用扎根理论和IPA分析法研究游客满意度影响因素.运用扎根理论的研究方法,分析得到旅游偏好、审美寻求、价值寻求、自然环境等20个初始范畴,对应旅游者特征、核心吸引物、附加吸引物、服务管理和游后评价5个主范畴,构建“出游准备—出游过程—出游结果”3个维度组成的概念模型.采用IPA分析法对扎根理论分析所得“核心吸引物、附加吸引物、服务管理”3个范畴进行深入研究,发现“自然环境”要素重要性最高,满意度也最高,“食宿消费”要素重要性较高但满意度较低.基于以上分析,针对雪乡景区存在的不足之处提出相应建议.

Using the tourist reviews of China Snow Town World on Ctrip.com as of February 28,2022 as the original data and Grounded Theory and IPA analysis as the theoretical tool,this article intends to uncover the factors influencing tourist satisfaction.The employment of rooting theory yields 20 initial categories such as tourism preference and natural environment,which correspond to 5 main categories of tourist characteristics,namely,core attraction,additional attraction,service management and post-trip evaluation,thus constructing a three-dimensional conceptual model of“preparation-process-results”.The IPA analysis reveals that the factor of“natural environment”ranks high both in importance and satisfaction while“food and accommodation”,though ranks high in importance,suffers a low satisfaction rate.Specific suggestions were then given according to our findings.