基于模糊综合评价法的云南观鸟游客满意度研究——以滇西地区为例

Study on Tourist Satisfaction of Bird-Watching Tourism in Yunnan Province Based on Fuzzy Comprehensive Evaluation:A Case Study of Western Yunnan

观鸟旅游集生态、运动、审美、科普等多种功能于一体,是最具代表性的生态旅游方式之一。最近几年,云南观鸟旅游市场规模越来越大,进行观鸟旅游开发、举办观鸟节等活动的地区也越来越多,每年都吸引了大量游客。以保山、德宏、大理等地为代表的滇西地区是目前云南省观鸟热度最高、观鸟点分布最多的地区。通过模糊综合评价的方式,为滇西地区观鸟旅游满意度建立3个层次的指标体系,包含1项总体目标、3项二级指标和13项三级指标。最终得出结论,游客对观鸟旅游景观特别是云南鸟类资源、特色文化体验比较满意,但是对基础设施满意度较低,这方面存在很大的提升空间。相关管理部门应该进一步发扬优势,弥补短板,全面提升游客的满意度,推动滇西地区乃至全省观鸟旅游的进一步发展。

Bird-watching tourism integrates various functions such as ecology,sports,aesthetics,and science popularization,and is one of the most representative forms of ecotourism.In recent years,the scale of the bird-watching tourism market in Yunnan has become increasingly large,and there are more and more regions engaged in bird-watching tourism development and organizing bird-watching festivals,which attract a large number of tourists every year.At present,Baoshan,Dehong,Dali and other places in western Yunnan are the areas with the highest bird-watching heat and the most popular bird-watching spots in Yunnan Province.Through fuzzy comprehensive evaluation,a three-level index system was established for the satisfaction of bird-watching tourism in western Yunnan,including 1 overall goal,3 secondary indexes and 13 tertiary indexes.Finally,the conclusion is drawn that tourists are satisfied with the bird-watching tourism landscape,especially the bird resources and characteristic cultural experience in Yunnan,but they are less satisfied with the infrastructure,and there is much room for improvement in this aspect.The relevant management authorities should further carry forward the advantages,make up for the shortcomings,comprehensively improve the satisfaction of tourists,and promote the further development of bird-watching tourism in western Yunnan and the whole province.