基于IPA模型的张北县乡村旅游游客满意度提升研究

A Research on the Improvement of Tourists’Satisfaction with Rural Tourism in Zhangbei County Based on IPA Model

利用重要性-表现分析(importance-performance analysis,IPA)模型对张北县乡村旅游游客满意度进行研究,发现游客对当地气候和空气予以好评,但对张北县乡村文化游的整体满意度较低。这主要是因为基础设施差、娱乐项目缺乏特色且服务意识较差。据此,张北县应以游客需求为导向,加强基础设施建设,增加体验项目和打造特色旅游产品等,以提升游客的满意度。

The paper analyzes the tourists’satisfaction with rural tourism in Zhangbei County by means of IPA model.The result shows that generally tourists have a low satisfaction except for their favorable opinions about the climate and fresh air in the region,which is attributed to the poor infrastructure,the lack of distinctive features of entertainment projects,and the poor service awareness of accommodation,catering and scenic service personnel.Such suggestions are made as strengthening infrastructure construction,increasing experience projects,and creating tourism products with local characteristics to satisfy the demands of tourists.