基于模糊综合评价法的休闲农业游客满意度研究——以醴陵市为例  

Study on the Satisfaction of Leisure Agriculture Tourists Based on the Fuzzy Comprehensive Evaluation Method—A Case Study of Liling City

作　　者：汪颖 贺林波[1] WANG Ying;HE Lin-bo(College of Public Administration and Law,Hunan Agricultural University,Changsha 410128,PRC)

机构地区：[1]湖南农业大学公共管理与法学学院,湖南长沙410128

出　　处：《湖南农业科学》2024年第10期92-99,共8页Hunan Agricultural Sciences

基　　金：湖南省教育厅一般项目(22C0089)。

摘　　要：以醴陵市休闲农业为例,通过游客满意度问卷调查获取数据,构建醴陵市休闲农业游客满意度评价体系,采用模糊综合评价法和IPA模型对醴陵市休闲农业游客满意度进行评价分析。结果表明:醴陵市休闲农业游客整体满意度可被视为“基本满意”,醴陵市的休闲农业旅游服务得到了广大消费者的认可,但仍有需要改善之处。醴陵市休闲农业各个指标按游客满意度从高到低进行排序为餐饮、游览、服务、住宿、交通、娱乐、购物,35个因子中6个因子位于重要性和满意度都较高的继续保持区,8个因子位于重要性较低、满意度较高的供给过度区,11个因子位于重要性和满意度都较低的优先顺序较低区,10个因子位于重要性较高、满意度较低的加强改善重点区。在此基础上,提出重点打造乡村特色文化、完善乡村基础设施、拓宽休闲农业旅游营销渠道、提高休闲农业旅游服务质量等建议。Taking leisure agriculture in Liling City as an example,this study obtains the data from the questionnaire survey of tourists'satisfaction,constructs the evaluation system of leisure agriculture tourists'satisfaction in Liling City,adopts the fuzzy comprehensive evaluation method and IPA model to evaluate and analyze leisure agriculture tourists'satisfaction in Liling City.The results show that the overall satisfaction of leisure agriculture tourists in Liling City could be regarded as"basically satisfied",namely,the leisure agriculture tourism service in Liling City has been recognized by the majority of consumers,but there are still some improvements to be made.Indexes of leisure agriculture in Liling City are ranked from high to low tourists'satisfaction as catering,sightseeing,service,accommodation,transportation,entertainment and shopping.Among the 35 factors,6 factors are located in the continuous maintenance area with high importance and satisfaction,8 factors are located in the oversupply area with low importance and high satisfaction,11 factors are located in the low priority area with low importance and satisfaction,and 10 factors are located in the strengthening and improvement key area with high importance and low satisfaction.Hence,the study puts forward some suggestions,such as focusing on building rural characteristic culture,perfecting rural infrastructure,expanding marketing channels of leisure agricultural tourism and improving the service quality of leisure agricultural tourism.

关 键 词：乡村旅游 休闲农业 游客满意度 模糊综合评价法 IPA 醴陵市 

分 类 号：F327[经济管理—产业经济]