摘要
本文以南京为例,在实地问卷调查原有变量的基础上,通过因子分析提取城市形象、旅游景点、基本服务、娱乐服务等4个项目评价因子构建满意度评价模型,并通过单因素方差分析考察不同特征的旅游者对于不同的项目评价因子满意度是否具有显著差异,结果发现不同文化程度的游客对于满意度感知差异是最显著的。本文的创新之处在于,正视了主观选取评价因子的不可靠性,另外设定了两个考量总体游客满意度的变量,通过回归分析检验所选4个项目评价因子是否对总体旅游满意度具有显著决定作用,为满意度测量的准确性提供了理论基础。结果表明,所选的4个评价因子对总体满意度都是具有显著作用的,其中城市形象的贡献率最大,为旅游政策的制定提供了方向。
On the basis of 1572 questionnaires investigating in Nanjing,first divide the 25 evaluate factors into 4 attributes,then this paper has two aims：first,if there exists significant difference of tourist satisfaction between different tourists.It turns out there exists significant difference between tourists with different education level;second,there exists unaccuratness if we use the evaluate factors elected by ourselves, in order to test the liability of the evaluate factors we choose,this paper added two factors represented the overall tourist satisfaction,then we consider wether the 4 attributes have deciding effects on the overall tourist satisfaction by regression analysis,it turns out the 4 attributes have deciding effects on the overall tourist satisfaction,this will lay the theoretical foundation for the liability of the evaluate factors.
出处
《北京第二外国语学院学报》
2010年第5期24-30,共7页
Journal of Beijing International Studies University
关键词
游客满意度
客源差异分析
评价因子的验证
回归分析
tourist satisfaction
difference research
liability of the evaluate factors
regression analysis
