基于游客满意度提高乡村旅游经济效益的研究——以威海市河口胶东渔村为例  

Research on Economic Efficiency Improvement of Rural Tourism Based on Tourist Satisfaction——Taking Hekou Jiaodong Fishing Village of Weihai as an Example

作　　者：李秋云[1] 韩国圣[1] 

机构地区：[1]山东大学威海分校商学院,山东威海264209

出　　处：《资源开发与市场》2011年第12期1125-1127,1067,共4页Resource Development & Market

基　　金：国家自然科学基金项目(编号:40371030);山东社科规划项目(编号:09CSHZ11);山东大学自主创新项目(编号:2011SHYQ010);山东大学威海分校教学研究与教学改革立项项目(编号:B201112)

摘　　要：实现顾客满意是提高企业经营质量管理的重要手段之一,作者将其应用于乡村旅游业经济效益的研究。该研究在形成乡村旅游业游客满意度量表的基础上,加入游客花费的统计指标,使用多元回归分析技术发现游客满意与旅游花费之间统计上呈显著的负相关关系,使用逻辑斯谛回归来进行游客推荐、重游意愿两个二分变量的影响因素的研究,发现游客推荐及重游意愿均受游客花费影响,同时重游意愿还受到游客性别、年龄、收入因素的影响。Realizing the customer satisfaction was one of the important means to improve the management and operation of a company, this paper applied this concept to study the economic benefits of the rural tourism. Tiffs research included surveys about customer＇ s satisfaction and visitor＇ s spending statistical indicators. In addition, by using multiple regression technology, this paper found a negative correlative relationship between visitors＇ satisfaction and spending statistics. What＇s more, this paper used logistic regression to study the factors that influence visitors＇ willingness of recommendation and revisit and found that both of them were influenced by visitors＇ spending as well as gender, age and income.

关 键 词：乡村旅游业 游客满意 游客花费 游客忠诚 

分 类 号：F590.75[经济管理—旅游管理]