基于IPA分析法的研学旅行基地游客满意度个案研究

Research on Tourist Satisfaction of Study Tour Base Based on IPAAnalysis

近年来,在国家各项政策的助推下,研学旅行发展得如火如荼。研学旅行作为“旅游+教育”发展起来的新兴旅游业态,已经成为目前学术界的研究热点之一。永州柳子庙是柳宗元的化身,柳文化的载体,是目前永州当地中小学研学旅行的首选。文章以永州柳子庙研学旅行基地的游客满意度为个案,通过多次实地调研、访谈和问卷调查获取大量一手资料和数据,并运用IPA分析法构建游客满意度评价体系。数据分析发现,永州柳子庙研学旅行基地在研学课程、研学专业人才、研学产品特色、基地宣传以及研学评价体系方面存在部分问题。针对这些问题,文章提出了加强研学课程设计和研学人才队伍建设,设计开发特色研学文创产品,丰富基地研学宣传手段,完善研学设施和评价体系等具体建议。

In recent years,with the boost of various national policies,study tour has been booming.As an emerging industry featuring“tourism+education”,study tour has become one of the current research hot-spots in the academic community.The Liuzi Temple in Yongzhou is the embodiment of Liu Zongyuan and the carrier of Liu culture,making it the first choice for local primary and secondary school study t ours.Taking Liuzimiao Yanxue Travel Base in Yongzhou as an example,this thesis obtained a large amount of first-hand data through multiple field investigations,interviews,and questionnaire surveys,and constructed a tourist satisfaction evaluation system using IPA analysis.It was found that there are some issues in terms of the research courses,personnel,product characteristics,publicity,and evaluation system.In response to these issues,several suggestions are proposed in terms of optimizing the design of research courses and the construction of research staff,developing characteristic cultural and innovative products,strengthening publicity and improving research facilities and evaluation systems.