基于IPA分析法的景区游客旅游体验质量评价研究--以张家界大峡谷景区为例  

Research on Tourist Experience Quality Evaluation of Scenic Spots Based on IPA Analysis:Taking Zhangjiajie Grand Canyon Scenic Area as an Example

作　　者：刘影 齐拓野[2] LIU Ying;QI Tuoye(College of Tourism and Landscape Architecture,Guilin University of Technology,Guilin Guangxi 541000,China;School of Resources and Environment,Ningxia University,Yinchuan Ningxia 750021,China)

机构地区：[1]桂林理工大学旅游与风景园林学院,广西桂林541000 [2]宁夏大学环境工程研究院,宁夏银川750021

出　　处：《乐山师范学院学报》2021年第4期27-33,共7页Journal of Leshan Normal University

基　　金：宁夏自然科学基金资助项目“宁夏彭阳县退耕还林还草工程效益研究”(NZ17024)。

摘　　要：以携程网的网络点评为文本素材,以张家界大峡谷景区为案例地,基于扎根理论,确定“游前决策”“游中体验”“游后评价”的理论研究框架,并运用IPA分析法对游客在景区的“游中”体验质量进行深入分析,提出景区旅游体验提升策略。结果表明:游客对张家界大峡谷景区的自然景观、人造景观等指标比较关注且较为满意;不重视却满意的指标为餐饮美食、娱乐项目、酒店住宿、旅游购物等;而对旅游标识、线路规划、导游服务、景区服务等指标不太重视且不满意;对门票制度、景区管理、景区交通等体验感知指标比较重视但满意度不高。说明打造多元化的旅游产品、优化景区管理要素、改善景区交通系统、完善景区设施服务是提升景区游客体验质量的关键。Taking the online comments of Ctrip as text material and Zhangjiajie Grand Canyon Scenic Area as an example,the theoretical research framework of"decision before travel""experience during travel"and"evaluation after travel"is determined based on the grounded theory.In addition,the IPA analysis method is used to deeply analyze the quality of tourists′"experience during travel",and the strategies for improving tourist experience in scenic spots are proposed.The results show that tourists pay more attention to and are satisfied with the natural landscape and man-made Zhangjiajie Grand Canyon Scenic Area.The indicators of indifference but satisfaction are food and beverage,entertainment items,hotel accommodation,tourism and shopping,etc.However,the indicators such as tourist signs,route planning,tour guide service and scenic spot service are not valued and satisfied.It pays more attention to the ticket system,scenic spot management,scenic spot traffic and other scenic spot experience perception index,but the satisfaction is not high.It shows that creating diversified tourism products,optimizing scenic spot management elements,improving scenic spot traffic system and perfecting scenic spot facilities and services are the keys to improving tourist experience quality.

关 键 词：扎根理论 张家界大峡谷 IPA分析法 旅游体验质量 

分 类 号：F592.7[经济管理—旅游管理]