基于顾客满意度的东钱湖旅游景区发展对策研究.docVIP

基于顾客满意度的东钱湖旅游景区发展对策研究 摘要：文章以宁波东钱湖景区为研究对象,在回顾国内外相关研究的基础上,构建游客满意度的评价指标体系,包括基础设施、交通状况、旅游资源、产品组合、消费成本和旅游环境等；其次,运用层次分析法确定各层指标体系的权重，从游客体验、游客感知价值、游客满意度、游客忠诚度构建游客满意度结构方程模型，采用问卷调查的形式收集基础数据，对东钱湖游客特征和旅游特征进行了分析，并运用 A-MOS 对东钱湖游客满意度进行实证研究,提出提升东钱湖游客满意度的有针对性的措施.。研究结果表明：（1）结构模型：游客体验对游客感知价值、游客满意度对游客忠诚度、游客体验和游客感知价值对游客满意度均具有正面影响，并且游客体验对游客满意度的影响更大。（2）测量模型：服务质量、服务态度、景区基础设施对游客体验有着较大影响；总体评价是游客满意度的主要影响因子。 关键字：东钱湖 游客满意度 问卷调查 研究结果 针对性措施 Abstract： Taking Ningbo Dongqian Lake scenic area as the research object, based on a review of related research at home and abroad, the construction of tourist satisfaction evaluation index system, including infrastructure, traffic conditions, tourism resources, product portfolio, consumption cost and tourism environment;; secondly, using AHP to determine the weight of each layer of the index system, from the tourists experience, perceived value, tourist satisfaction, tourist loyalty building tourist satisfaction structural equation model, using a questionnaire to collect the basic data of the Dongqian Lake, the characteristics of tourists and tourism characteristics were analyzed, and the use of A-MOS to conduct empirical research on Dongqian Lake tourist satisfaction, put forward to promote Dongqian Lake tourist satisfaction targeted measures. The results show that: (1) structure model: tourists experience for tourists perceived value, satisfaction and loyalty of the tourists and visitors experience the tourists perceived value has a positive influence on tourist satisfaction and tourist experience greater impact on tourists satisfaction. (2) measurement model: service quality, service attitude, scenic area infrastructure has a great impact on the tourist experience; overall evaluation is the main impact factor of tourists satisfaction. Key words: Dongqian 1 绪论 1.1 选题背景 我国的旅游业经历了20多年的发展，已经初步具备了一定的产业体系和产业规模，对经济和社会的作用越来越突出。宁波东钱湖景区作为宁波重要的景区之一为带动宁波东钱湖地区的经济发展，也为宁波经济发展做出了重要贡献。 游客满意度是体验经济时代旅游地实现经济利益并获得可持续发展的关键根源所在，是证明景区实力的标准。近年来国内对景区游客满意度的相关研究日益增多。本文通过对东钱湖旅游