基于游客满意度的乡村旅游发展研究——以黄山市景区为例  

Research of rural tourism development based on tourist satisfaction

作　　者：阮琴琴 王咏[1] 胡云云[1] RUAN Qinqin WANG Yong HU Yunyun

机构地区：[1]安徽师范大学国土与旅游学院,安徽芜湖241000

出　　处：《淮南师范学院学报》2017年第4期62-66,共5页Journal of Huainan Normal University

基　　金：国家自然科学基金青年基金项目"商品化背景下典型旅游小城镇演化过程及机制"(41201127);安徽省高校人文社科重点研究基地项目"安徽省旅游小城镇类型;发展特征及运行机制研究"(2011sk712zd);安徽省旅游业青年专家培养计划"风景门户社区旅游发展特征与机理研究"(AHLYZJ201519);安徽师范大学博士科研启动基金项目"大型风景门户社区旅游发展特征与机理研究"(2014bsqdjj45)

摘　　要：游客满意度是旅游发展过程中一项重要参考指标,对旅游地的可持续发展尤为重要,以黄山市乡村旅游景区为研究对象,基于游客满意度理论,构建评价指标体系,通过对问卷调查和实地走访所获数据的分析,寻求游客满意度显著影响因子,从而提出发展建议。研究结果表明:(1)游客对黄山市乡村旅游景区发展基本满意,各评价维度和评价因子满意度差异较大;(2)不同游客群体的满意度存在差异,有16项游客满意度显著影响因子;(3)乡村旅游环境满意度较高,需不断完善,住宿价格、消防医疗、游客投诉方面有待改进。在分析结果基础上,从市场、产品、环境、管理4个方面提出相应的发展策略,以提升乡村旅游的竞争力,促进黄山市乡村旅游景区持续优质地发展。Tourist satisfaction is an important reference index in the development of tourism, is essential for the sustainable development of tourism destinations. Taking Huangshan rural tourism scenic resort as the study object, guided by the theory of tourist satisfaction, the authors constructed the tourist satisfaction index system, analyzed the data from the survey and interviews, explored the factors significantly influencing tourist satisfaction, and proposed the development strategy. The results showed that： tourists were satisfied with Huangshan rural tourism scenic resort, and the satisfaction of each evaluation dimensions and evaluation factors were quite different; tourist groups varied in satisfaction, and there were 16 significant impact factors; the environment of rural tourism had a high degree of satisfaction but needed to be perfected,the accommodation price, fire and medical service, and tourist complaining service needed to be improved.The authors proposed the strategies for marketing, products, environment, and management in order to enhance the competitiveness of rural tourism and promote its continuous and sustainable development.

关 键 词：乡村旅游 发展策略 游客满意度 黄山市景区 

分 类 号：F592[经济管理—旅游管理]