《基于顾客满意的旅游景区定位策略研究》-毕业设计（论文）.docVIP

PAGE \* MERGEFORMAT 14 题 目： 基于顾客满意的旅游景区定位策略研究 ——以信阳市南湾湖为例 院系名称： 专业班级： 学生姓名： 学 号: 指导教师： 职 称： 摘 要 随着人们生活水平的提高，仅仅以市场为导向已不能适应社会发展的需要，也不能满足顾客的需求，进而产生了以顾客为导向的模式。顾客导向是市场导向理念的核心, 实现顾客导向理念在中国旅游业中的应用是十分必要的。旅游景区过去是有什么资源向旅游者展示什么产品，而目前这一模式已不能适应市场发展的需要。本文针对顾客导向模式，阐述基于顾客满意的旅游景区定位策略的必要性。 本文分析了顾客满意的特点和影响顾客满意的因素，并基于以上理论，进行实证研究，以南湾湖为例，通过调查问卷的方式，运用SPSS13.0分析软件分析各影响因素之间的关系，得出最能影响顾客满意的因素，为旅游景区的定位策略提供依据，最后得出结论，并分析本文的局限性和进一步研究方向。 通过满意度调查，发现最能影响顾客满意的因素，基于顾客满意的旅游景区定位策略在提高顾客满意度的同时，能吸引更多的游客。 关键词：定位 顾客满意 旅游景区定位 Title A positioning strategy for a tourist destination, based on customers’ satisfactions —A case study of Nanwan lake Abstract With the development of life, economic develops rapidly, commercial competition intensifies. Customer-oriented philosophy is the core of market-oriented, customer concept is very important for the tourism industry in China, the application is necessary. In the past what resources destination have, what they show to the tourist, and this model can not meet the needs of current market development. In this paper, through customer-oriented model, explore the need for positioning strategy based on customer satisfaction. This paper analyzes the characteristics of customer satisfaction and the factors that affect customer satisfaction and based on the above theory, empirical research, Nan wan Lake as an example, through the questionnaire, the use of analysis software SPSS13.0 analysis of the relationship between influencing factors, come the most important factors that affect customer satisfaction, the tourist attractions provide the basis for positioning strategies, and finally come to the conclusion and analysis of the limitations of this paper and further research directions. The positioning strategies of destination which based on customer satisfaction can improve customer satisfaction and a