九华山风景区国内游客满意度研究  

A Study on Domestic Tourist Satisfaction about Mt.Jiuhua Scenic Area

作　　者：刘云霞[1] 

机构地区：[1]安徽师范大学国土资源与旅游学院,安徽芜湖241002

出　　处：《黄山学院学报》2013年第1期24-27,共4页Journal of Huangshan University

基　　金：安徽省高校人文社科项目(SK2012B208)

摘　　要：游客满意度调查能够较好地促进目的地营销,提升旅游地品牌和形象,是旅游地理学研究的重要内容之一。通过问卷调查法,并借助SPSS统计软件,分析九华山风景区国内游客满意度。结果显示,宗教氛围是游客对九华山风景区旅游期望最重要的因素。九华山风景区游客总体满意度和游客忠诚度分值较高(分别为3.81和3.87分),游客重游率高。游客对价格敏感,住宿卫生条件和旅游商品质量是亟待提高的满意度因子;门票价格、餐饮特色和价格、住宿价格、娱乐项目、索道价格、旅游商品种类和购物环境是影响游客满意度的潜在因子。Investigating into tourist satisfaction can promote tourism marketing and improve tourist destinations＂ brand and image, and thus is an important content for geography of tourism. By using a question- naire and SPSS statistics software, the paper makes a survey on domestic tourist satisfaction about Mr. Jiuhua scenic area. The results show that religious atmosphere is what tourists expect most. Mr. Jiuhua scenic area gets a good score in general tourist satisfaction and tourist loyalty （3.81 and 3.87 respectively） with many tourists revisiting it. At the same time, tourists are highly sensitive to ticket price. Besides, accommodation and health conditions and tourism commodity quality are to improve. Ticket price, food flavor and price, accommodation price, entertainment program, ropeway price, tourism commodities and shopping envi- ronment are the potential factors to influence tourist satisfaction.

关 键 词：游客满意度 国内游客 九华山风景区 

分 类 号：F592.7[经济管理—旅游管理]