基于网络舆情的漓江景区游客满意度分析  

Study on the Tourist Satisfaction of Li River Based on Internet Public Opinion

作　　者：徐锦雅 段文军[1] 

机构地区：[1]桂林理工大学旅游学院,广西桂林541004

出　　处：《中南林业科技大学学报（社会科学版）》2017年第5期89-95,共7页Journal of Central South University of Forestry & Technology（Social Sciences）

基　　金：国家科技支撑计划课题"漓江流域生态旅游资源可持续利用技术模式及示范"(2012BAC16B04);广西科学研究与技术开发计划课题"基于生态安全的漓江流域生态旅游可持续开发模式研究"(桂科攻1355009-2)

摘　　要：以携程网游客对漓江景区网络点评为文本素材,基于扎根理论,构建了满意度评价系统,并运用模糊评判和IPA分析法对漓江景区影响游客满意度的11个主要范畴展开评价。结果表明:游客总体满意度为5.71,属于基本满意水平;游客比较重视且较满意的指标为漓江景区的景观要素、旅游形式、内部环境、主体服务;不重视却满意的指标为形象和游客主体要素;而对外部整体环境、配套服务及设施、价格、管理要素等指标为不太重视且不满意。文章最后提出了水域环境保护、游船提档改造、服务质量改进等满意度提升对策。Based on the analysis of tourist satisfaction of Li River, this paper aims to upgrade the level of management. Based on the grounded theory and tourist comments on Li River from the website of www.ctrip.com, a tourist satisfaction assessment system is established. On this basis, applying the methods of fuzzy evaluation and IPA, 11 main satisfaction categories of Li River are evaluated. The results expose： 1） the overall satisfaction degree is 5.71, which stays at the baseline level; 2） in tourists＇ opinions, the important and the approving indexes are the landscape, travel form, internal environment and principal service; 3） tourists think the unimportant but approving indexes are image and tourist factor; 4） tourists hold that the unimportant and unsatisfactory indexes are external environment, supporting service and facility, price level and management factor. At last, this paper puts forward a series of suggestions to enhance the satisfaction degree of tourists contrapuntally, such as water environmental protection, cruise ship re-modification and service quality improvement.

关 键 词：游客满意度 景区管理 IPA 漓江景区 

分 类 号：F205[经济管理—国民经济] F590