山水实景演出旅游项目游客满意度测评研究——以《中华泰山·封禅大典》为例  

The tourist satisfaction degree of real-life scenery tourism performance projects——A case of "Chinese Taishan Fengshan ceremony"

作　　者：郭付友[1] 甘静[1,2] 陈才[1] 李秋雨[1] 

机构地区：[1]东北师范大学地理科学学院,长春130024 [2]吉林师范大学旅游与地理科学学院,四平136000

出　　处：《干旱区资源与环境》2015年第6期183-188,共6页Journal of Arid Land Resources and Environment

基　　金：国家自然科学基金项目(41171103);高等学校博士学科点专项科研基金(20120043110012)资助

摘　　要：当前旅游发展模式正由单一观光外延式旅游转为参与体验多元文化内涵式发展,文化创意型旅游正是在这种发展背景下成为新兴旅游项目,而山水实景演出正是这种新兴旅游产品,测评游客满意度有助于此类旅游项目改善与持续发展。文中在经典顾客满意度指数模型的基础上,结合旅游项目特点,构建游客期望、游客感知评价、游客总体评价、后旅游四大模块的测评模型,并以《中华泰山·封禅大典》为例进行了实证研究,结果表明:从四大模块来看,《中华泰山·封禅大典》游客满意度最大的是游客感知评价(1.4140),游客总体评价阶段满意度指数最小(0.5422);从四级指标层来看,游客满意度指数最大的是游客总体期望(0.8236),最小的是对景点设施的满意度(0.0302);根据不同游客分类研究发现,40岁以上、具有高中和大学学历、月收入1万元以上游客满意度要比其他游客高。Mode of tourism development is currently changed from single sightseeing extension to participate in multicultural connotation type,and cultural creative tourism is a new tourism projects in the developing background,and the real-life scenery performance is the emerging tourism product. The measurement of tourist satisfaction is helpful to improve the tourism project and sustainable development. Based on the classical customer satisfaction index model,combined with the characteristics of tourism projects,we constructed the four modules of the measurement model： tourists expectation,tourist perception and tourist overall evaluation,evaluation after tour,and took ＂ Chinese Taishan Fengshan Ceremony＂ as a case to study the tourist satisfaction degree. The results showed that from the four major modules,the tourist perception for customer satisfaction to ＂ the Taishan Fengshan Ceremony＂ was the largest,and the tourists overall evaluation was the minimum; from the four indices,tourists satisfaction index of overall expectations was the largest,and the smallest was the scenic spots facilities satisfaction. According to the different tourist classification discovery,the satisfaction of tourists more than 40 years old,high school and university education,a monthly income of over 10000 Yuan,was more than other tourists.

关 键 词：游客满意度 山水实景演出 指标评价模型 《中华泰山·封禅大典》 

分 类 号：F590.3[经济管理—旅游管理]