摘要
游客满意度是游客对目的地的期望和到目的地后的实际感知相比较后,所形成的愉悦或失望的感觉状态,在目的地管理及营销中具有重要作用。本文以西安国内市场为例,在构建目的地游客满意度评价指标体系的基础上,通过对抽样调查数据的Co-plot分析和多元回归分析,得出以下结论:游客满意度与期望呈负相关、与实际感知呈正相关;对游客期望进行管理是提高游客满意度的前提;旅游目的地的"软环境"对目的地总体评价影响显著;改善旅游目的地软环境是提高游客满意度的主要措施。
Tourists＇ satisfaction, which plays an important role in tourist destination management and marketing, is a cheerful or disappointing feeling based on a comparison between tourists＇ expectation and perception. The author, taking Xi＇ an domestic tourism market as an example, based on an evaluation index system of tourists＇ satisfaction at a tourist destination and by using Go--plot analysis and multiple regression analysis, arrives at the following conclusion： there is a negative correlation between tourists＇ satisfaction and expectation while there is a positive correlation between tourists＇ satisfaction and perception; trying to manage tourists＇ expectation is the prerequisite of improving tourists＇ satisfaction; the ＂soft environment＂ of a tourist destination exerts remarkable influence on overall evaluation; improving the soft environment of a tourist destination, is the major cure for increasing tourists＇ expectation.
出处
《旅游学刊》
CSSCI
北大核心
2008年第4期43-48,共6页
Tourism Tribune
关键词
旅游目的地
游客满意度
合图法
多元回归分析
软环境
tourist destination ； tourist satisfaction
Go-plot analysis
multiple regression analysis
soft environment
