毛泽东遗物馆游客旅游解说媒体满意度研究  

Satisfaction Degree about the Interpretive Media of the Visitors to Museum of Mao Zedong’s Memento in Shaoshan, Hunan

作　　者：罗芬[1,2] 王子慧[1] 

机构地区：[1]中南林业科技大学旅游学院,长沙410004 [2]中山大学旅游发展与规划研究中心,广州510275

出　　处：《热带地理》2010年第6期687-692,共6页Tropical Geography

基　　金：湖南省教育厅科研基金资助项目(09C1036);中南林业科技大学青年基金资助项目(09QY027)

摘　　要：旅游解说媒体满意度是从游客感知的角度来评价旅游解说媒体表现绩效的重要方式,对了解和提高旅游目的地或景区解说服务水平具有重要价值。通过便利抽样方式对湖南韶山毛泽东遗物馆300名游客进行关于该馆解说媒体满意度的调查,结合重要—表现程度分析法与SWOT分析法构建游客行前期望—实际体验坐标图。研究发现:游客对毛泽东遗物馆解说媒体整体满意度和推荐意愿普遍很高;对解说牌、解说出版物和视听多媒体3种解说媒体的行前期望高于实际体验;游客性别、年龄、职业、婚姻状况、居住地对4种解说媒体满意度无显著影响,而教育程度、个人月收入、整体满意度、重游意愿、推荐意愿及解说媒体行前期望会对解说媒体实际体验满意度产生显著影响。An investigation on satisfaction degree of the visitors to Museum of Mao Zedong’s Memento for the interpretive media was made by convenient sampling, in which 244 visitors were interviewed, and a coordinate diagram of visitors’ previous expectation and practical experience was constructed by using IPA （Important-Performance Analysis） and SWOT （Strength, Weakness, Opportunity and Threat ） methods. It is found that generally the satisfaction degree of the visitors on the tourism interpretive media is high and their willingness to recommend the museum is strong. For interpretive panels, publications and audiovisual multiple media, the previous expectation of the visitors is higher than their practical experience. Results from step regression analysis show that visitors’ gender, age, vocation and marriage have no statistically significant effect on their satisfaction degree for the above four media, but their practical experience has significant correlation to their education, personal monthly income, general satisfaction degree, willingness to recommend and re-visit, and previous expectation. For improving the interpretive media of the museum, some suggestions are put forward in the paper.

关 键 词：旅游解说 解说媒体 解说满意度 重要-表现程度分析法 SWOT 毛泽东遗物馆 

分 类 号：K901.2[历史地理—人文地理学]