游客满意度评测模型优化实证研究

An Empirical Study on the Optimization of Tourist Satisfaction Evaluation Model

准确评价游客满意度影响因素与游客满意度之间的关系有助于深入了解游客需求,进而提升旅游服务水平。分析两者关系的常用方法是构建游客感知价值与游客满意度结构方程模型,从而得到各因素对游客满意度的影响路径和影响程度。由于不同类型游客感知价值差异比较明显,因此,将游客感知价值作为一个整体来分析游客满意度影响因素不够准确。为此,文章提出采用游客感知收益来分析游客满意度影响因素和影响路径,并采用结构方程模型进行实证分析得到:基于游客感知收益与游客满意度模型的结构更稳定,优于传统的游客感知价值与游客满意度模型。该结论有助于进一步提高游客满意度影响因素评测的准确性。

It is helpful to find out tourists’real needs and improve tourist service by figuring out the relationship between tourist satisfaction and its influencing factors accurately.The common method to analyze the relationship is to build a structural equation model(SEM)of tourist perceived value-tourist satisfaction and then the influence path and degree of each factor on tourists'satisfaction is achieved.Since the differences in the perceived value of different types of tourists are relatively obvious,it is unreliable to analyze the factors influencing tourist satisfaction by using the perceived value of tourists directly.Therefore,the evaluating indicator on customer perceived benefit is employed to analyze the influencing factors of tourist satisfaction.The results show that the SEM based on customer perceived benefit and tourist satisfaction is more stable and superior to the traditional SEM of customer perceived value and customer satisfaction by empirical analysis,and the results can improve the accuracy of evaluating influencing factors on tourist satisfaction.