基于游客感知的旅游解说标识系统评价分析——以广州市为例  

Evaluation of Tourism Interpretation Sign Based on Visitors' perception——Case Study of Guangzhou City

作　　者：庞莉华[1] 李爽[2] 

机构地区：[1]暨南大学旅游管理系,广东广州510632 [2]华南师范大学旅游管理系,广东广州510631

出　　处：《北京第二外国语学院学报》2011年第5期53-61,共9页Journal of Beijing International Studies University

基　　金：广东省自然科学基金(9451063101002226);广东省科技厅软课题(2010B070300072);教育部人文社会科学研究项目(青年基金项目;10YJC630140)共同资助

摘　　要：旅游解说标识系统是沟通游客与旅游目的地之间的重要桥梁。本文以16届亚运会举办地广州市为研究对象,通过实地参与观察及问卷调查,运用相关分析、回归分析、因子分析以及IPA方法,揭示旅游解说标识系统的评价因素,并对广州市旅游解说标识系统现状进行评估。研究表明,广州市应加强交通设施和旅游接待设施的解说标识服务,同时注重标识的规范化和本土化,以提高游客的体验效果和满意度。Tourism interpretation sign system is the major connection between visitors and the tourist destination.Taking Guangzhou for example,host city of 16th Asian Games,we study the evaluation factors of tourism interpretation sign system with correlation analysis,regression analysis,factor analysis and IPA analysis,by conducting questionnaire survey and participant observation.The evaluation of interpretation signs were measured by visitors’ characteristics,visitors’ importance and satisfaction toward the service of interpretation,total satisfaction toward the interpretation signs of Guangzhou city,and the facts relative to the above aspects.The result indicated that the of Guangzhou city should reinforce the interpretation service in transportation facilities and tourism accommodating facilities,meanwhile pay more attention to standardization and specialty of tourism interpretation sign,in order to promote the visitors’ satisfaction.

关 键 词：旅游解说标识系统 游客感知 满意度 广州 

分 类 号：F59[经济管理—旅游管理]