基于游客满意度的全域旅游目的地发展策略研究——以长春市九台区为例

A CASE STUDY ON CHANGCHUN'S JIUTAI DISTRICT:DEVELOPMENT STRATEGY OF ALL-FOR-ONE TOURING DESTINATION BASED ON TOURISTS'SATISFACTION

全域旅游是为顺应全行业发展而提出的一种推动创新型旅游目的地发展的新理念与新模式,游客满意度则是衡量全域旅游目的地发展建设情况的重要指标。基于游客满意度感知的视角,构建全域旅游目的地指标评价体系,以长春市九台区为研究对象,通过问卷调查以获取相关评价数据,采用因子分析法和IPA分析法对全域旅游目的地进行定量评价,以期从游客的角度直观全面地了解全域旅游目的地的发展程度,探究其全域旅游发展与游客预期间的差距与不足,并提出相应的发展策略。研究结果表明:1)长春市九台区全域旅游的满意度评价介于一般满意与比较满意之间,整体处于良好水平,虽高于一般水平,但总体评分较低,仍有进一步发展建设空间。2)因子分析结果表明,在4个要素维度中,客源市场需求维度评价值最高,全域旅游资源与全域旅游目的地供给次之,全域旅游产品维度评价值较低,在全域旅游发展建设过程中应重点关注。3)IPA分析结果表明,在28个评价指标中,目的地地理位置、旅游餐饮质量、旅游住宿条件、交通的便捷度、景区景点配置、旅游活动体验等指标的评价较高,宜在继续保持其优势的基础上加以创新;旅游资源的多样性、全域旅游目的地供给等游客满意度指标的敏感性较低,宜保持现状不做重点考虑;旅游资源的价值、旅游资源的保护、地域文化特色、资源的季节性、资源分布、产品类型丰富度、景区景点的特色、旅游行政管理、旅游营销宣传、旅游安全保障、智慧旅游配套等指标对游客的吸引能力有限,应进行有针对性的改进以发挥其优势;资源开发利用程度、品牌形象、资源环境质量、各景区景点关联性、旅游产品的全时性、旅游产品消费价格、旅游产品性价比、与相关产业的融合、旅游基础配套设施等9个评价指标是九台区全域旅游发展的薄弱部分,应作为发展的重点。

All-for-one tourism is a new concept and mode that is presented for innovative touring destination development,which can be evaluated by tourists'satisfaction.This paper,viewing from perspective of tourists'satisfaction perception,establishes an evaluation index system for all-for-one touring destination,which is used to quantitatively evaluate all-for-one touring destination based on a case of Changchun's Jiutai district by means of questionnaire,factor analysis and IPA,aiming at a full understanding of the development of all-for-one touring destination from tourists'perspective,and exploring the gap between all-for-one tourism and tourists'expectations.Tourists'satisfaction on Jiutai district lies between generally satisfied and relatively satisfied,overall at a good level with a lower evaluation score,leaving room to be improved.Factor analysis indicates that,among 4 factors,tourist source market demand gains the highest evaluating score,followed by all-for-one touring resources and destination,all-for-one touring products are low,which needs more attention during development of all-for-one tourism.IPA suggests that among 28 evaluation indictors touring destination location,foods,accommodation,transportation,resort allocation,touring event experiences are high in their evaluation,which need to be well maintained and innovatively developed.Tourists'satisfaction indicators have lower sensitivity on diversity of touring resources and all-for-one touring destination supply,which needs to be maintained as it is.Indicators such as touring resources value,touring resources protection,local featured culture,seasonality of resources,resources distribution,product abundance,resort features,touring administration,touring advertisement,touring safety and smart tourism supporting facilities are limited in attracting tourists,needing to be improved.9 indicators resources development extent,brand,environmental quality,resorts correlation,timelessness of touring products,prices of touring products,cost performance of touring products,integration with related industries and touring infrastructures are the weak part in Jiutai's all-for-one tourism which need to be developed with priority.