中国传统村落桥溪古村游客满意度调查研究  

Study on the Change of Satisfaction on Degree of Chinese Traditional Villages:an Analysis of Questionnaire Data of Tourist in 2014/2018 in Qiaoxi Ancient Village

作　　者：冯亚芬[1,3] 候洪英 曾镜源 刘梓杭[1] 黄裕辉 FENG Ya-fen;HOU Hong-ying;ZENG Jing-yuan;LIU Zi-hang;HUANG Yu-hui(College of Geographical Science and Tourism,Jiaying University,Meizhou 514015,China;College of Computer,Jiaying University,Meizhou 514015,China;Soviet spirit(Guangdong)Research Center,Meizhou 514015,China)

机构地区：[1]嘉应学院地理科学与旅游学院,广东梅州514015 [2]嘉应学院计算机学院,广东梅州514015 [3]苏区精神(广东)研究中心,广东梅州514015

出　　处：《嘉应学院学报》2021年第3期56-64,共9页Journal of Jiaying University

基　　金：广东省哲学社会科学规划项目(GD19CGL36);2019年苏区精神(广东)研究中心和梅州市哲学社会科学规划立项课题(mz-wtxm-2019008);嘉应学院创新强校项目(2015(3-6-25));2020年广东省科技创新战略专项资金(“攀登计划”专项资金)(pdjh2020a0548)。

摘　　要：以桥溪古村为例,建构游客满意度的评价体系,以其为传统村落满意度提升提供理论支持.采用IPA分析法并结合SPSS 22.0统计分析软,对2014/2018年度的游客满意度问卷数据进行对比分析.结果表明:(1)2014年和2018年两个调查年份游客对桥溪古村总体满意度变化不大,但22个旅游指标的满意度综合均值低于期望值,表明桥溪古村的实际情况与游客的心理预期还存在一定的差距,与2014年相比,2018年旅游指标的期望值都有所下降;(2)从2014年到2018年,整体风貌、建筑文化、文物古迹、游步道、卫生、村民态度、安全等7个指标依然是桥溪古村的优势指标,游客的实际感知较好;(3)可进入性和传统手工艺制作演示则分别是2014年和2018年的劣势指标,虽然两个指标的满意度在2018年有所提升,但依旧没有达到让游客满意的水平,游客体验感较差.针对研究结果从旅游营销、旅游交通、手工艺制作演示、旅游住宿、旅游商品和导游讲解等方面提出了相应的启发性建议.This paper summarizes the achievements of previous studies by consulting relevant literatures on traditional villages and tourist satisfaction at home and abroad, further clarifies the definition of tourist satisfaction and relevant theories, and determines the direction and significance of this study. Taking Qiaoxi ancient village as an example, this paper attempts to construct an evaluation system of tourist satisfaction, and obtains data through questionnaire survey. SPSS 22.0 statistical analysis software and IPA analysis method were used to conduct a comparative analysis of the questionnaire data of tourist satisfaction in 2014 and 2018, to grasp the changes of influencing factors of tourist satisfaction in Qiaoxi ancient village, and put forward Suggestions. The results show that :(1) the comprehensive average of tourists’ satisfaction with each tourism factor of Qiaoxi ancient village in 2014 and 2018 is lower than expected value, indicating that there is still a certain gap between the actual situation of Qiaoxi ancient village and tourists’ psychological expectation. Compared with 2014, the expected value of all elements of tourism in 2018 has decreased, but the overall satisfaction has not changed much.(2) from 2014 to 2018, the overall appearance, architectural culture, cultural relics and historic sites, hiking trails, sanitation, villagers’ attitude, public security and other seven elements are still the dominant elements of Qiaoxi ancient village, and the actual perception of tourists is good;(3) accessibility and traditional handicraft production demonstration are the disadvantages of 2014 and 2018, respectively. Although the satisfaction of these two factors is improved in 2018, it still fails to meet the tourists’ satisfaction level and the tourists’ sense of experience is poor. According to the research results, some suggestions are put forward from the aspects of tourism transportation, demonstration of handicraft production, tourism accommodation, tourism commodities and tour guides�

关 键 词：传统村落 游客满意度 IPA分析法 桥溪古村 

分 类 号：G642.0[文化科学—高等教育学]