游客满意度对目的地重游意愿的影响研究——以武汉市5A级景区为例

随着旅游业的迅速发展和行业竞争步伐的加快，景区同质化发展日益严重，不少5A景区存在游客重游率低的问题.基于此，该文以武汉市5A景区为例，选取2019年湖北省游客满意度调查数据作为数据来源，运用SPSS软件进行频数、方差、因子、相关性及回归分析等，探究游客满意度对目的地重游意愿的影响机制.得出结论如下：1) 游客对武汉5A景区满意度评价指标可划分为娱乐活动、购物体验、就餐体验等8个维度，游客满意度最高为旅游资源，满意度最低为景区价格，各维度总体上看均为正向评价；2) 在景区满意度多维度评价体系中，除了总体满意度外，娱乐活动、旅游资源、景区价格、景区配套设施等4个维度的评价与游客重游意愿显著相关，且相关程度依次降低；3) 游客总体满意度、旅游资源、景区配套设施、景区价格等满意度评价对重游意愿有正向影响，影响程度依次减小，娱乐活动满意度对重游意愿有负向影响；4) 虽然游客对于景区各维度满意度大多较高，但其总体满意度尚还有很大提升空间.最后，论文还结合当前疫情常态化背景下游客的需求变化，对疫后武汉市5A级景区高质量发展提出对策建议.

A study on the evaluation of tourist satisfaction and its influence on the intention to revisit destination:taking 5A scenic spots in Wuhan as examples

With the serious homogenization of tourist attractions， most 5A scenic spots suffer from a low rate of revisiting. Taking Wuhan 5A scenic spot as an example and selecting 2019 Hubei Province tourist satisfaction survey data as the data source， frequency analysis， variance analysis， factor analysis， correlation analysis and logistic regression analysis are conducted using SPSS to explore the influence mechanism of tourist satisfaction on revisit intention. Conclusions are as follows. 1) The evaluation index of tourists' satisfaction with Wuhan 5A scenic spots is able to be divided into eight dimensions， such as entertainment activities and shopping experience. Tourists gave the highest score to tourism resources， while gave the lowest score to satisfaction prices at scenic spot. And all dimensions of satisfaction evaluation are positive. 2) Although the satisfaction evaluation of the scenic spots is multi-dimensional， only the entertainment activities， tourism resources， prices at scenic spot and supporting facilities of the scenic spot are significantly correlated with tourists' intention to revisit， and the degree of correlation decreases successively. 3) Overall satisfaction of tourists and the satisfaction of tourism resources， supporting facilities and prices at scenic spots positively affect the intention to revisit， and the degree decreases in turn. The satisfaction of recreational activities negatively affects the intention to revisit. 4) Although tourists' satisfaction with various dimensions of the scenic spot is mostly high， there is still a lot of room for improvement in overall satisfaction.Under the background of the current epidemic normalization， corresponding countermeasures and suggestions are put forward according to the above conclusions.