全域旅游背景下免费型森林公园游客满意度研究——以陕西王顺山国家森林公园为例

Study of Tourist Satisfaction in a Free Forest Park in the Context of Comprehensive Tourism:A Case of Wangshunshan in Shaanxi Province

全域旅游的推行有利于旅游景区从门票经济向全面发展转型。文章以王顺山国家森林公园为案例地,通过对全域旅游背景下免费型森林公园游客满意度现状的分析,探究如何更好地实现免费型森林公园的全域旅游目的地建设。首先,游客满意度的调查结果显示:森林公园游客总体满意度水平位于'一般'等级,7项属性维度中满意度水平最高的是'自然环境',最低的是'旅游信息与通讯'。其次,IPA分析图结果显示,景区网站旅游信息完善、景区无线网络(WiFi)完备、景区手机通讯良好、住宿价格、餐饮价格、购物价格、文化遗存价值高、珍稀动植物多样、住宿设施、餐饮设施以及服务人员对待游客友好而礼貌共11个测项位于高重要度-低满意度区域,亟须改进。最后,文章根据案例地满意度评价结果,探讨了免费型森林公园目的地发展质量提升及全域旅游目的地建设举措。

The promotion of comprehensive tourism is regarded as an important means for transforming tourist scenic areas away from a dependence on a'ticket economy'to overall development.This paper focuses on Wangshunshan National Forest Park in Shaanxi Province;it examines the current situation concerning satisfaction among park visitors in the context of comprehensive tourism.Using that analysis,the study investigates how the forest park,which is free of admission fees,might best develop into a comprehensive tourist destination.First,I established an evaluation system for tourist satisfaction with the forest park.I adopted the method of factor analysis and an analytic hierarchy process to determine the comprehensive weight of the evaluation index;I applied a fuzzy comprehensive evaluation method to assess tourist satisfaction.In that way,I was able to make an evaluation of the satisfaction among visitors to Wangshunshan Forest National Park.Second,I conducted an importance-performance analysis(IPA)to identify the key factors that affect tourist satisfaction with the forest park,and I proposed strategies to improve that satisfaction level.The results of this evaluation showed that the overall satisfaction level with the forest park was adequate:the highest degree of satisfaction was with the natural environment;the lowest was with tourist information and tourist communication.The IPA identified the following 11 factors as ones located in the high-importance,low-satisfaction quadrant,and some of those demand immediate improvement:good tourist information about scenic sites;excellent wireless(Wi-Fi)network;good mobile phone communications;price of accommodation;price of catering;price of consumer items;value of cultural remains;diversity of unusual animals and plants;accommodation facilities;catering facilities;and friendliness and politeness of service personnel to tourists.Finally,I used the data relating to the current level of visitor satisfaction at Wangshunshan National Forest Park and the various influencing factors to address measures for improvement toward making it into a comprehensive tourist destination.Specifically,I identified three aspects that could improve the quality of scenic areas.(1)Efforts should be made to move away from a ticket economy and encourage visitors to spend their money in other ways.Moreover,the content and quality of tourist service centers should be improved in Wangshunshan National Forest Park.(2)The core focus of free forest parks should be one of presenting the cultural heritage value of scenic spots,enhancing the visual attractions of rare animals and plants,and promoting forest leisure and recreation projects.Wangshunshan National Forest Park should adopt'filial piety'culture as a theme in the design and promotion of performing arts in scenic spots:that would increase visitor interest in such areas.Forest parks are rich in animal and plant resources,and scenic spots should be developed in various forms to enhance their visual attraction,accessibility,and visitor interaction.In terms of leisure products and entertainment,it is necessary to establish low-speed roads,campsites,forest outdoor development projects,and bicycle lines in addition to making other endeavors.(3)Scenic spots should promote service intellectualization and informationization.There should also be efforts to improve mobile network services in major tourist areas.To improve the promotion of tourist attractions and their products and create large-scale tourism flow,it is necessary to'tell the story of filial piety culture well'and create'net red scenic spots.'