滑雪度假区属性与游客满意度的非对称关系——以长白山万达国际度假区为例  

The asymmetric relationships between ski resort attributes and tourist satisfaction:A case study of Changbai Mountain Wanda International Resort

作　　者：史艳荣 陈钢华[1,2,3] 张艳[4] Shi Yanrong;Chen Ganghua;Zhang Yan(School of Tourism Management,Sun Yat-sen University,Zhuhai 519082,China;Center for Tourism,Leisure&Social Development,Sun Yat-sen University,Guangzhou 510275,China;Center for Tourism Planning&Research,Sun Yat-sen University,Guangzhou 510275,China;College of Tourism,Xinjiang University,Urumqi 830046,China)

机构地区：[1]中山大学旅游学院,珠海519082 [2]中山大学旅游休闲与社会发展研究中心,广州510275 [3]中山大学旅游发展与规划研究中心,广州510275 [4]新疆大学旅游学院,乌鲁木齐830046

出　　处：《中国生态旅游》2024年第5期1103-1117,共15页Journal of Chinese Ecotourism

基　　金：国家自然科学基金面上项目(41971172)

摘　　要：后冬奥时代,滑雪度假市场的竞争日渐激烈,滑雪度假区亟需优化属性、提升游客满意度以实现可持续发展。以往文献尚未识别滑雪度假区属性与游客满意度的非对称关系。研究以长白山万达国际度假区为案例地,采用影响程度-表现分析(IRPA)和影响非对称性分析(IAA),从游客感知视角(N=344),评估滑雪度假区属性对游客满意度的非对称影响。研究发现:(1)案例地的雪道对游客满意度的影响程度较高,但表现不佳,是亟需改进的属性。(2)游客对案例地的住宿、气候和自然环境、安全保障管理、人文环境等属性的评价较高,且对满意度影响较大。(3)在案例地所有属性中,缆车属于兴奋因素,与高满意度关联最大;教练员、餐饮、日常管理则是混合因素,与满意度呈线性关系;住宿、人文环境、工作人员、可进入性、娱乐、智慧化服务与管理是基本因素和必备因素,与不满意度的关联较高。研究的上述发现不仅深化了学界对游客感知视角下滑雪度假区不同属性对游客体验的差异化影响的解释,亦为长白山及东北地区其他滑雪度假区服务与管理优化提供了理论参考。In the post-Winter Olympics era,the competition in the ski resort market is becoming increasingly intensive,thus ski resorts are urgently requested to improve and upgrade themselves to meet new market demands and achieve sustainable development.However,previous literature has not identified the asymmetrical relationships between attributes and tourist satisfaction.In this study,using the Changbai Mountain Wanda International Resort as a case study area,we employed Impact-Range Performance Analysis(IRPA)and Impact Asymmetry Analysis(IAA)to evaluate the asymmetrical influences of resort attributes on tourist satisfaction from the perspective of tourist’perception(N=344).The results indicate that:(1)ski slopes at case site have significant impact on tourist satisfaction but underperformed as an attribute in need of improvement.(2)Accommodation,climate and natural environment,safety management,and cultural environment are highly rated by tourists,and are proved to have a significant and positive impact on tourist satisfaction.(3)Among all the attributes,cable cars are delighters,strongly associated with high tourist satisfaction;instructors,dining,and routine management,as hybrids,and have a linear relationship with satisfaction.Accommodation,cultural environment,staff,accessibility,entertainment,and smart services and management are dissatisfier and frustrators,as they are more likely to cause tourist dissatisfaction.The findings of this study not only deepen the understanding of the differential impact of different attributes of ski resorts on tourist’experience from the perspective of tourist’perception,but also provide theoretical references for the optimization of services and management of similar ski resorts in Changbai Mountains and Northeast China.

关 键 词：滑雪度假区 目的地属性 游客满意度 非对称关系 东北振兴 长白山万达国际度假区 

分 类 号：F592.7[经济管理—旅游管理] G863.1[经济管理—产业经济]