基于IPA分析法的历史街区游客满意度评价研究——以成都锦里为例  

Evaluation Research of Tourist Satisfactionin Historic Districts Based on IPA Analysis Method—A Case Study of Chengdu Jinli

作　　者：罗秀 杨霞[1] LUO Xiu;YANG Xia(School of Georaphical Sciences,China West Normal University,Nanchong Sichuan 637009,China)

机构地区：[1]西华师范大学地理科学学院,四川南充637009

出　　处：《西华师范大学学报（自然科学版）》2022年第1期94-101,共8页Journal of China West Normal University(Natural Sciences)

基　　金：西华师范大学英才基金项目(17YC131);西华师范大学大学生创新训练项目(cxcy2021339)。

摘　　要：以四川省典型历史街区成都锦里为例,基于旅游者的视角,选取景区餐饮、住宿、交通、游览、购物、娱乐、服务等7个要素测度层,构建历史街区游客满意度评价指标体系,采用IPA分析法和问卷调查法,评价成都市锦里景区的游客满意度,以期对成都锦里旅游发展提供科学的理论指导和实践借鉴,同时有助于历史街区类旅游地可持续发展。结果表明:成都锦里历史街区游客整体感知期望值较高而满意度一般,除旅游咨询服务的满意度略高于期望值,以及娱乐丰富度的满意度基本相符于期望值外,其余全部为满意度低于期望值;餐饮卫生、餐饮设施等7项位于高期望值-高满意度区域,餐饮方便程度、引导标识牌清晰度等4项位于低期望值-高满意度区域,餐饮价格、美食特色等10项位于低期望值-低满意度区域,而住宿舒适度、景区外部交通便利程度、商品价格3项位于高期望值-低满意度区域。建议完备景区配套服务设施,改善景区周围住宿环境,规范景区外部交通管理,合理地调整旅游商品价格,切实提升景区的服务形象。Taking Chengdu Jinli as an example,a typical historic district in Sichuan Province,and based on the perspective of tourists,a tourist satisfaction evaluation index system for historic districts is constructed by seven elements that include catering,accommodation,transportation,sightseeing,shopping,entertainment,and scenic services.The tourist satisfaction of Chengdu Jinli is evaluated by IPA Analytical method and questionnaire method to provide scientific theoritical value.The results show that the general perceptual expectation of tourists is higher while the satisfaction degree is normal;Although the satisfaction of advisory service is slightly higher than the expectation value and the satisfaction degree of entertainment richness is exactly equal to the expectation value,the others are all lower than the expectation value;Seven items such as food hygiene and dinning facilities are at the low importance-high satisfaction zone;Four items such as the convenience of catering and the clarity of guidance signboards are at the low importance-high satisfaction zone;Ten items such as food price and food speciality are at the low importance-low satisfaction zone;Three items such as the comfort of accommodation,the convenience of transportation outside the scenic spots,and commodity price are at the high importance-low satisfaction zone,which requires further improvement.It is suggested that the supporting facilities and services of scenic spots should be enhanced;the condition of accommodation around should be improved;the external traffic management should be standardized and the price of tourist commodities should be reasonably adjusted so as to promote the image of the scenic spots.

关 键 词：IPA分析法 历史街区 游客满意度 成都锦里 

分 类 号：F590[经济管理—旅游管理]