陕西省乡村旅游游客满意度的分析研究.pdfVIP

Study on Tourist Satisfaction of Rural Tourism in Shaanxi Province A Dissertation Submitted for the Degree of Master Candidate：Ding Lijuan Supervisor：Prof. Ding Hua Chang’an University, Xi’an, China 摘要 作为一种新型的旅游形式，乡村旅游以其自身的乡村性、参与性、文化性，吸引着 越来越多的城市游客，并在调整农村经济结构、吸纳农村剩余劳动力、改变村容村貌、 提高农民收入等方面具有不可忽视的作用，成为国家解决 “三农”问题、促进和谐社会 建设的一种新途径。 本文选取陕西省为研究对象，以游客满意度为切入点对全省乡村旅游进行研究。在 回顾国内外关于乡村旅游游客满意度文献资料的基础上，建立了乡村旅游游客满意度测 评指标体系。首先，在保证问卷有效的前提下，对数据进行了样本描述性分析，通过均 值分析对各指标重要性和满意度的均值进行排序，得出了乡村旅游游客的人口统计学特 征和出游特征。其次，通过配对样本t 检验，比较重要性与满意度之间的差异，得出满 意度均值小于重要性均值的结论，且只有设施齐全、停车、携带方便、餐饮价格、住宿 价格、居民热情、购物价格等7 个指标的重要性和满意度之间不存在显著性差异。最后， 通过IPA 分析法，将25 个指标落在坐标系的不同象限中，直观的反应各指标的现状并 提出相应的对策，包括丰富娱乐活动种类、增强游客体验性，提高服务质量、为游客营 造一个享受的氛围，改善农村环境卫生状况等方面。 关键词：游客满意度，乡村旅游，陕西省 I Abstract As a new form of the tourism, rural tourism with his own rurality, participation and culture, attracting more and more city visitors, which has the effect that can not be ignored in the adjustment of rural economic structure, absorbing rural surplus labor force, changing country face, increasing farmers income and so on, and it becomes a new way that the country solves the san nong questions and promotes the construction of a harmonious society. This article selects the Shaanxi Province as the research object, with a tourist satisfaction as the breakthrough point to research the rural tourism. Establish a rural tourism tourist satisfaction assessment system on the basis of reviewing rural tourism satisfaction of tourists literature at home and abroad. First, in the premise of ensuring effective questionnaire, the data are descriptive analyzed, sorting importance and satisfaction mean of each index through