基于四川古镇游客餐饮满意度的IPA分析  

IPA on Tourist’s Catering Satisfaction of Ancient Towns in Sichuan

作　　者：刘蜀凤[1,2] 李莉 LIU Shufeng;LI Li(Sichuan Tourism University,Chengdu 610100,Sichuan)

机构地区：[1]四川旅游学院旅游文化产业学院,四川成都610100 [2]川藏旅游产业竞争力提升协同创新中心,四川成都610100 [3]云南大学旅游文化学院旅游管理学院,云南丽江674199

出　　处：《攀枝花学院学报》2021年第3期72-79,共8页Journal of Panzhihua University

基　　金：四川省教育厅基金项目“四川旅游古镇餐饮业研究”(17SA0123)。

摘　　要：由于历史沉淀、生活习俗等原因,我国古镇往往拥有独特的美食旅游资源。目前,美食已经成为游客的一项重要消费对象。文章采用文献分析法构建了古镇游客餐饮满意度的指标体系;采用因子分析法对四川古镇游客满意度进行实证研究;运用IPA分析法找出了4个象限的满意度评价指标。结果表明:古镇游客餐饮满意度的影响因素有餐饮服务、餐饮文化和古镇菜品,餐饮服务是影响古镇游客餐饮满意度最重要的因素;目前四川古镇餐饮的发展不能有效地满足游客的需求;位于重点改善区的指标有菜品价格、服务效率和投诉处理;由此,提出古镇应该加强餐厅内部的管理,比如菜品订价要具有合理性,旺季增加兼职服务人员数量,餐厅设置意见箱,古镇餐饮协会以及地方政府给予支持等建议。Owing to the historical sedimentation and customs,the ancient towns usually posses unique tourism resources of delicious foods.Therefore,fine foods constitute an important consumption for tourists.This paper establishes the index system of tourist’s catering satisfaction of ancient towns based on the literature analysis,and selects factor analysis to conduct an empirical study;it employs IPA analysis to find out the evaluating indicators in the four quadrant areas.The results show that the influencing factors of tourist’s catering satisfaction of ancient towns include catering service,catering culture and ancient town specialties,among which catering service turns out to be the most influential factor.At present,the development of catering in Sichuan ancient towns is unable to effectively meet the needs of tourists.Principal indicators await improvements include price,service efficiency and complaint handling;thereby,it proposes that the internal management of the restaurant should be strengthened,such as the reasonable price of the dishes,the increase of the number of part-time employees in the peak season,the installation of suggestion boxes,the support of the Catering Association and local government.

关 键 词：四川古镇 游客餐饮 满意度 IPA分析 

分 类 号：F592[经济管理—旅游管理]