基于IPA方法的宜宾白酒文化旅游游客满意度研究  

Study on the Tourist Satisfaction of the Chinese Liquor Culture in Yibin Based on IPA Analysis

作　　者：孟宝[1,2] 郭五林[1,2] 周陶[3] 周倩[3] 

机构地区：[1]宜宾学院中国酒文化研究中心,四川宜宾644007 [2]宜宾学院中国酒文化与酒产业学院,四川宜宾644007 [3]宜宾学院政府管理学院,四川宜宾644007

出　　处：《宜宾学院学报》2014年第10期84-89,共6页Journal of Yibin University

基　　金：四川省教育厅青年基金项目(11SB102);四川省2013年第一批科技计划项目(软科学项目)(2013ZR0100)

摘　　要：对宜宾酒文化景观区游客进行问卷调查,运用IPA法分析游客对景区的感知度,结果显示:游客对宜宾白酒文化旅游关键项目因子满意度较低,其中白酒文化相关娱乐活动、旅游纪念品、景区卫生条件、投诉及咨询状况等是未来旅游开发应重点关注的因素。未来宜宾白酒文化旅游开发应打造白酒文化深度体验之旅,塑造白酒文化氛围浓郁的城市旅游环境,加强旅游基础服务设施和服务水平的建设力度。Questionnaire survey was conducted among the Yibin wine culture landscape area visitors, and the tourist perception was analyzed by using the method of the IPA law.The findings show that the satisfaction degree about key projects of Yibin liquor culture tourism factors is low.Recreational activities related to liquor culture, tourist souvenirs, sanitary conditions, and consultation and complaint status should be given more attention to for future tourism development.Therefore, wine culture themed tourism programs should be developed for facilitating tourists to have indepth-experience of the wine culture of Yibin region, so as to shape the tourist city with rich Chinese liquor cultural atmosphere, increase the construction of tourism infrastructure and service level.

关 键 词：白酒文化 旅游开发 游客满意度 IPA分析法 宜宾 

分 类 号：F592.771.3[经济管理—旅游管理]