运用菲利普·科特勒测评模式对解州关帝庙游客满意度测评研究  

The Evaluation Research of Guandi Temple's Tourist Satisfaction Degree Based on Philip Kotler Assessment Model

作　　者：董洁芳[1] 裴亚潞 

机构地区：[1]运城学院管理科学与工程研究所,山西运城044000 [2]运城学院经济管理系,山西运城044000

出　　处：《江苏商论》2014年第4期36-38,57,共4页Jiangsu Commercial Forum

基　　金：山西省重点扶持学科管理学科与工程学科项目(JC-2011018)

摘　　要：游客满意度对旅游业的健康持续发展有着极其重要的作用。以解州关帝庙为例,通过问卷调查方式对影响景区游客满意度的因素进行调查,运用菲利普·科特勒的顾客满意理论和测评方法对影响因素进行分析。结果发现:游客对关帝庙景区文化、导游服务、安全保卫是比较满意的,景区应注重这三方面的长期发展,使之成为解州关帝庙旅游发展的支撑点。而对于购物特色和娱乐设施等景区设施满意度很低,景区在这些方面则要予以重视和完善。Tourist satisfaction Degree plays an important role in the tourism development. Based on the Guandi Temple as an example, this paper investigated the influencing factors of tourist satisfaction through the questionnaire survey. Using the theory of customer satisfaction and the evaluation method of Philip Kotler＇s to analysis the influencing factors. The results found： The Tourist was satisfied with the scenic spot ＇culture,tour guide service and security measures.To the contrary,the Tourist was not satisfied with the shopping facilities and the entertainment facilities.This paper put forward some measures to solve the problems in order to provide refer- ence opinions for the further development of Guandi Temple.

关 键 词：解州关帝庙 游客满意度 菲利普·科特勒测评方法 

分 类 号：F590[经济管理—旅游管理]