旅游管理-木兰花乡景区的游客满意度调查研究.docxVIP

PAGE PAGE III 木兰花乡景区的游客满意度调查研究 摘要 研究游客对旅游景区的满意度，为扩大景区建设作铺垫。本文根据木兰花乡景区自身的特点，从旅游六要素之一的“游”这一方面设计网络调查问卷，对游客的感知值和期望值进行测评，分析在旅游过程中自然风光、景区服务与设施、景区门票价格对游客感觉中的服务质量、满意度等的影响，进而讨论游客满意度的差异性。最后依据研究得出的结论：从相关数据比较来看，木兰花乡景区旅游今后需要从硬件和软件建设同时着手，既要保护木兰花乡景区内的自然资源和人文资源，加强旅游设施的建设和维护，也要全面提高服务人员的服务态度、服务技能和服务质量。最终把木兰花乡景区从独立的旅游景区建设成为到综合的旅游目的地，进而真正提升木兰花乡景区在武汉乃至在全国的市场竞争力，对于木兰花乡景区的可持续发展提出一些建议。 关键词：游客满意度；武汉木兰花乡景区；可持续发展 A Survey on Tourist Satisfaction of Magnolia Flower Township Scenic Spot Abstract To study touristssatisfaction with tourist attractions and pave the way for expanding the construction of tourist attractions. According to the characteristics of Mulanhua Township Scenic Spot, this paper designs a network questionnaire from the aspect of tour， which is one of the six elements of tourism. It evaluates the perception and expectation of tourists, and analyses the service quality and satisfaction of natural scenery, service and facilities of scenic spots, and ticket price of scenic spots to touristsperception in the process of tourism. Then discuss the difference of touristssatisfaction. Finally, according to the conclusion drawn from the study: from the comparison of relevant data, the future tourism of Mulanhua Township needs to start from both hardware and software construction. It is necessary to protect the natural and human resources in Mulanhua Township Scenic Area, strengthen the construction and maintenance of tourism facilities, and improve the service attitude and service of service personnel in an all-round way. Service skills and service quality. Transfer Mulanhua Township Scenic Spot from Scenic Spot Construction to Destination Construction, Layout of Infrastructure and Service Facilities such as Transportation, Accommodation and Tourist Attractions from the Perspective of Regional Development, Form a Unique Tourist Center City or Comprehensive Tourist Destination, and Realize Facilities to Meet Domestic and Foreign Tourist Demand Greater substitutability. Finally, the sce