民族文化旅游国内游客满意度实证研究——以九寨沟为例  

Empirical Study on the Satisfaction Rating of Domestic Tourists for National Culture——Taking Jiuzhaigou for Example

作　　者：匡翼云[1] 

机构地区：[1]四川烹饪高等专科学校旅游系,四川成都610100

出　　处：《四川师范大学学报（自然科学版）》2011年第2期279-284,共6页Journal of Sichuan Normal University（Natural Science）

基　　金：教育部人文社会科学重点研究基地重大项目(2007JJD790138)资助项目

摘　　要：国内游客一直是九寨沟主要客源之一,特别在汶川大地震以后,四川旅游处于恢复重建时期,对境内游客满意度的研究显得尤为重要.在目前对九寨沟民族文化旅游满意度研究尚处于空白的情况下,基于问卷调查和访谈,采用SPSS 13.0统计软件对调查结果进行了较为详细的人口学特征与其消费行为特征的关系分析,对文化因子的重要性、相关性和满意度以及期望值与满意度进行了对比分析.调查数据显示,九寨沟文化旅游整体满意度均值为51.82,即国内游客对九寨沟文化旅游整体满意度处于中等偏下水平,其中"民族村寨建筑"因子满意度最高,均值为65.20,满意度最低因子为"民族生产生活".总体来看,九寨沟文化旅游满意度均不是很理想,如何提高国内游客满意度和景区的可持续发展能力值得思考.Domestic tourists have always been one of the major sources.Specially after the Wenchuan earthquake,Sichuan tourism is in the reconstruction period,the research on the domestic of tourists＇ satisfaction is particularly important.Currently the study on this topic is still completely blank.The paper,based on questionnaire survey and interviews,has maked a more detailed analysis for the relationship between demographic characteristics and characteristics of consumer behavior about the results by adopting SPSS 13.0 statistical software.Furthermore,a method has been adopted to make a comparative analysis between the importance of cultural factors and satisfaction rating and between expectancy and satisfaction.Survey data show that the average of satisfaction rating of Jiuzhaigou tourism is 51.82,it means that satisfaction rating of Jiuzhaigou culture tourism is in lower-middle level.While the ethnic villages construction has the highest satisfaction,average is 65.20,the lowest satisfaction is national production and daily life.Overall,the satisfaction rating of Jiuzhaigou culture tourism is unsatisfactory,how to improve satisfaction rating of domestic tourists and scenic spot capacity for sustainable development is worthy of consideration.

关 键 词：九寨沟 国内游客 满意度评价 实证研究 

分 类 号：F59[经济管理—旅游管理]