民族地区乡村旅游地游客满意度测评及影响因素分析——基于富川神仙湖花海园的调查数据

Tourist Satisfaction and Its Influencing Factors of Rural Tourism in Ethnic Minority Regions——Based on Survey Data in Fuchuan Fairy Lake Flowers Park

少数民族地区具有丰富的自然和人文生态旅游资源,具备开展乡村生态旅游的独特优势。本文通过构建乡村旅游地游客满意度评价指标体系,基于对富川瑶族自治县神仙湖花海园游客满意度的问卷调查数据,采用SPSS17.0的因子分析法,剖析乡村旅游地游客满意度的主要影响因素。研究结果表明:富川神仙湖花海园游客整体上表现出较高的满意度,且向他人推荐该景区的意愿较强,主要源于其乡村田野风光和休闲轻松的氛围;景区开发总体规划、民族风情、景区布局、景区活动种类、娱乐设施以及其它公共基础设施等6类因素对被调查游客满意度影响显著。据此,提出优化景区布局、完善基础设施建设、凸显民族文化特色等政策建议。

Minority regions have the unique advantages in developing rural ecotourism with rich natural and human ecological tourism resource. Through the construction of tourist satisfaction evaluation index system for rural tourism destination, based on survey data of Fuchuan Fairy Lake Flowers Park, the main influencing factors of tourist satisfaction in rural tourism destination were analyzed by factor analysis in SPSS17.0. The results showed that: tourists of Fuchuan Fairy Lake Flowers Park had high satisfaction as a whole and strong willingness to recommend to others on account of the countryside scenery and relaxing atmosphere;the development planning of scenic area, ethnic customs, layout of scenic area, tourism activity, entertainment facilities and other public infrastructure were the main six factors affecting the investigated tourists’satisfaction significantly. Accordingly, it proposed to optimize the layout of scenic area and improve the infrastructure construction, as well as highlight the ethnic cultural characteristics and other policy recommendations.