基于IPA方法的北京历史古迹景区游客满意度分析  

Tourist Satisfaction Analysis of Beijing Historical Scenic Spots Based on IPA Method

作　　者：刘建国[1] 晋孟雨 LIU Jian-guo;JIN Meng-yu(Tourism College of Beijing Union University,Beijing 100101,China)

机构地区：[1]北京联合大学旅游学院,北京100101

出　　处：《北京联合大学学报（人文社会科学版）》2018年第1期38-45,共8页Journal of Beijing Union University(Humanities and Social Sciences)

基　　金：北京联合大学人才强校优选项目"京津冀都市圈区域经济效率演进与区域空间结构优化研究"(百杰)资助(项目编号:BPHR2017CS13)

摘　　要：在我国旅游业快速发展的背景下,历史文化景区以其丰富的文化内涵得到了越来越多游客的青睐,与此同时,游客也对历史文化景区的基础设施和服务水平等方面提出了更高的要求。本文选取北京市典型历史景区,首先确定了构成历史古迹类景区游客满意度的基本要素,继而运用配对样本T检验游客的期望和绩效感知之间的差异,最后运用IPA方法将影响游客满意度的因子定位到IPA分析图的4个象限,绘制出游客期望与游客感知二维度散点图,以了解北京市历史古迹景区在发展过程中的优势与劣势,并提出针对性的经营策略。结果表明:游客对北京市历史古迹类景区各项的满意度的评价较好,其中,紧急避难场所是游客期望最高和最为关注的因子,而工作人员效率、导向标志和文化教育意义是重要性和绩效表现差异较大的因素,是引起游客不满的主要因素。Under the background of rapid development of tourism in our country and with its rich cultural and historical connotations,more and more tourists are coming to visit China.At the same time,tourists put forward higher requirements to the infrastructure and the service of the historical and cultural scenic spots in China.Selecting the typical historical scenic spots in Beijing,this paper first determines the basic elements of tourist satisfaction,and then uses paired sample T Test to test the difference between visitors expectation and performance.At last,we use the method of Importance Performance Analysis(IPA)to locate different factors to four quadrants of IPA figure and draw the tourists perception and expectation on two dimension scatter plots.In order to understand the advantages and disadvantages of Beijing s historical scenic areas,we also put forward the corresponding strategy.Results show that the tourists have better satisfaction evaluation to scenic spot.The emergency shelter is the most important factor.Staff efficiency,guiding sign and cultural education significance are the major causes of tourist s dissatisfaction.

关 键 词：IPA方法 历史古迹 游客满意度 文化旅游 

分 类 号：F590[经济管理—旅游管理]