江苏区域旅游游客满意度评价研究

游客满意是旅游市场竞争力的来源,是稳定规模化游客流的根本动力.运用灰色系统中灰色关联分析法,从交通、旅游景区(点)、购物、环境卫生、住宿、餐饮、娱乐、门票价格、导游讲解服务9个要素入手构建评价指标体系,以江苏12个省辖市为例,对游客满意度进行综合评价,揭示影响游客满意度众多指标之间关系的强弱,对12市游客满意度的优势劣势分析,并进行排序,得出江苏区域旅游游客满意度4个层次:镇江、扬州满意度最高,苏州、常州次之,南京、无锡、徐州、南通为第三层次,泰州、盐城、连云港和淮安最低。

A Study on the Evaluation of Tourist Satisfaction in Jiangsu Province

Market competitiveness and the fundamental motive force of the steady tourist flow come from the tourist satisfaction.The paper created a index system of tourist satisfaction,including traffic,scenic spots,shopping,environmental sanitation,catering,accommodation,entertainment,admission fee and guide service,tested the tourist satisfaction with 12 cities in jiangsu province by applying Gray Correlation Analysis,made an in-depth analysis of the advantage and disadvantages of these cities and 12 cities was divided into 4 levels: Zhenjiang and Yangzhou belonging to the first level;Suzhou,Changzhou,second level;Nanjing,Wuxi,Nantong and Xuzhou,third level;Taizhou,Yancheng,Liangyungang and,Huai′an,the last.