大陆地区赴台自由行旅游者满意度及改善策略分析——以江苏省赴台自由行游客为例  

Study on Mainland Independent Travelers' satisfaction and Its Improvement Strategy in Taiwan——an example of Jiangsu independent traveler in Taiwan

作　　者：刘勇[1] LIU Yong(Department of Business Administration,Xuzhou College of Industrial Technology,Xuzhou221008,Jiangsu)

机构地区：[1]徐州工业职业技术学院工商管理学院,江苏徐州221008

出　　处：《湖南工业职业技术学院学报》2018年第3期43-48,共6页Journal of Hunan Industry Polytechnic

基　　金：江苏省教育厅哲学社会研究项目"论文江苏省赴台自由行游客行为特征研究"(项目编号:1115088629990302)

摘　　要：本文以江苏省赴台自由行旅游者为例,通过对大陆地区赴台自由行游客进行问卷调查,得到了大陆游客赴台湾地区旅游感知体验水平的第一手数据,并利用模糊综合评价方法进行分析,以考察台湾地区的旅游资源形象和旅游服务接待水平。并通过江苏省自由行游客对各评价因子满意度和关注度的排序,揭示了台湾地区在旅游发展中存在的自然景观特色较弱、旅游安全状况堪忧、娱乐休闲项目特色少等问题,并提出改善策略。In order to get the first-hand data of Jiangsu tourists＇ experience in Taiwan, this paper conducts a questionnaire survey among the independent travel tourists of Jiangsu province to get a lot of data, and investigates the travel resource image in Taiwan Region and the reception level of tourism services by using fuzzy comprehensive evaluation analysis. Through sorting factors of satisfaction and attention degree of Jiangsu independent travelers, this paper reveals that the characteristic of Taiwan natural landscape is weak, and the tourism security is not good, and the entertainment program is insufficient. Finally the improvement strategies are put forward.

关 键 词：台湾地区 自由行 游客体验 模糊综合评价法 满意度 

分 类 号：F59[经济管理—旅游管理]