基于IPA模型的城市公园游客满意度提升路径研究——以滨州中海公园为例

The Path of Improving Tourist Satisfaction in Urban Parks Based on IPA Model:A Case Study of Zhonghai Park in Binzhou

为有效提升城市公园游客满意度,依据游客满意度理论,以滨州中海公园为研究案例地,通过文献研究法、问卷调查法等,从自然资源、娱乐项目、生态环境、服务设施、服务质量和交通出行6个维度研究游客满意度现状,并构建IPA模型。IPA模型的4个象限中,表现良好区的景观特色等5个因子优势明显,需要继续保持;额外资源区的植物多样性等7个因子重要性较低,可以在短时间内维持现状;缓慢改进区的项目多样性等5个因子对游客满意度体验的影响较小,可在后期逐步改进;在重点改进区,为城市公园的景观优美性、景点数量、卫生设施、安保设施、医疗设施、服务态度和服务效率7个方面提出具体建议,努力提升游客满意度。

In order to effectively improve tourist satisfaction in urban parks,based on the theory of tourist satisfaction,this paper takes Zhonghai Park in Binzhou as an example,uses literature research and questionnaire survey methods to study the current situation of tourist satisfaction from six dimensions:natural resources,recreational projects,ecological environment,service facilities,service quality,and transportation,and constructs an importance-performance analysis(IPA)model.Among the four quadrants of the IPA model,five factors,such as landscape characteristics in the well-performing zone,have obvious advantages and need to be maintained;seven factors,such as plant diversity in the additional resource zone are of low importance and can be maintained in a short time;five factors,such as project diversity in the slow-improving zone,have less impact on the experience of tourist satisfaction and can be gradually improved at a later stage;and finally,specific suggestions are proposed to improve tourist satisfaction in the key-improving zone from the aspects of scenic beauty,number of attractions,sanitary facilities,security facilities,medical facilities,service attitude,and service efficiency of urban parks.