基于游客满意度分析的甘肃省乡村民宿发展策略研究  

Research on the Development Strategy of Rural Tourism Homestay in Gansu Province Based on Tourist Satisfaction Analysis

作　　者：张军谋[1] 赵一娟 彭志倩 Zhang Jun-mou;Zhao Yi-juan;Peng Zhi-qian(School of Tourism,Lanzhou University of Arts and Science,Lanzhou Gansu 730001)

机构地区：[1]兰州文理学院,甘肃兰州730001

出　　处：《河西学院学报》2024年第1期94-102,共9页Journal of Hexi University

基　　金：甘肃省教育厅创新基金项目“甘肃省农村一二三产业融合发展赋能农民增收的影响机制及对策研究”(2023B-250);甘肃省哲学社会科学规划项目“乡村振兴背景下甘肃省乡村民宿旅游发展模式及路径研究”(2021YB129)。

摘　　要：当前甘肃省乡村民宿产业正从浅层“农家乐”消遣型向深度乡村旅居度假和文化体验型转变,在此背景下,文章以甘肃省乡村民宿游客需求为导向,构建了“服务质量、安全管理、环境卫生、文化体验”四个维度的满意度评价指标体系,通过问卷调研获取研究数据,借助SPSS软件对甘肃省乡村民宿游客满意度进行评价分析,基于游客满意度指标提出了甘肃省乡村民宿存在服务质量整体偏低、安全保障相对不足、卫生标准不够完善、文化品位参差不齐4个方面的问题,相应地给出了以游客满意度为中心,提升服务质量、做好基础设施建设,加强民宿安全管理、规范环境卫生标准,走绿色可持续发展道路、构建民宿文化氛围,凸显地域乡土特色4条解决路径。Currently,the rural homestay industry in Gansu Province is undergoing a transformation from the superficial“farm⁃house leisure”model to a deeper focus on rural living,vacationing,and cultural experiences.Against this backdrop,this article,guided by the demands of rural homestay tourists in Gansu Province,constructs a satisfaction evaluation index system with four di⁃mensions:“service quality,safety management,environmental hygiene,and cultural experience.”Research data is collected through a questionnaire survey,and using SPSS software,a comprehensive evaluation analysis of tourist satisfaction with rural home⁃stays in Gansu Province is conducted.Based on the indicators of tourist satisfaction,the article identifies four areas of concern in Gansu’s rural homestays:overall low service quality,relative inadequacy in safety assurance,insufficiently perfect hygiene stan⁃dards,and varied cultural tastes.Correspondingly,four paths to address these issues are proposed,focusing on enhancing service quality,improving infrastructure,strengthening homestay safety management,standardizing environmental hygiene standards,pur⁃suing a path of green and sustainable development,and fostering a homestay cultural atmosphere that highlights regional and local characteristics.

关 键 词：游客满意度 民宿 甘肃省 

分 类 号：F592.7[经济管理—旅游管理] F719.2[经济管理—产业经济]