基于生活形态理论的君山岛景区游客满意度差异研究
发布时间：2019-03-14 08:33
【摘要】：越来越多的研究证明,产品和服务质量属性和游客总体满意度之间存在非线性、不对称的关系。Kano在质量管理中首先提出满意度三因子理论,将产品或服务质量属性划分为基本因子、绩效因子和兴奋因子。基本因子是顾客认为“必备”的产品或服务质量属性,必备的质量属性不会引起顾客满意,只是防止顾客不满；绩效因子表现质量提高时能线性地提高顾客总体满意度；兴奋因子是产品或服务质量属性的效用增大到超出游客期望,是游客不曾预期的但令游客感到出人意外地愉悦。由于不同的游客对产品或服务质量属性的期望不同,使游客产生愉悦和只是预防游客不满的产品或服务在各细分市场中也是不一样的。某一产品或服务对某一游客群可能是一个基本因子,对其他游客群却是兴奋因子。因此,分析不同细分市场下的某项产品或服务属性因子属性是很重要的,而生活形态作为市场细分的基础,与传统的人口统计特征市场细分理念相比,综合了游客心理变量及行为变量,辅之以人口统计作为描述手段,能从动态的角度去研究不同游客群体的生活轨迹和生活主张,使市场细分特性更为明确,更加深入,以便旅游经营者有针对性的开发或改进现有产品。君山岛景区作为国家级重点风景名胜区和国家5A级旅游景区,如何在同类旅游景区中占据优势,如何提高自身的服务质量和水平和吸引力,扩大客源市场规模,面对这一系列问题,游客满意度的情况就成为反映和解决这些问题的关键。因此,以游客生活形态理论为基础,对君山岛景区游客满意度差异进行研究,可以帮助景区经营者了解和掌握不同生活形态类型游客的需求,发现潜在的市场机会,并合理利用有限的资源有针对性地制定相应的政策以提高游客满意度,增强市场竞争力。 本文试图以生活形态理论为基础,以君山岛景区为案例,探讨景区游客生活形态细分类型及其人口统计学特征；然后,依据顾客满意度三因子理论,分析不同生活形态类型游客满意度的差异性,确定不同类型游客满意度各因子的质量属性及其对总体满意度的影响,使景区能合理利用现有资源投入到能大幅度增加游客满意度的产品或服务上。首先,通过对生活形态进行因子分析和聚类分析将游客划分为传统生活型、经济保守型和时尚健康型游客三种类型。其次,在游客生活形态细分的基础上探讨其人口统计学特征,通过卡方检验发现,不同类型的游客在性别、职业和家庭月收入分布上具有显著差异,在年龄和文化程度上不存在显著差异。再次,通过游客满意度因子分析得到“旅游基础设施”、“旅游景观”、“旅游活动”、“旅游服务”四个公因子,由回归分析可知四个公因子均会不同程度地影响游客总体满意度。然后,通过方差分析,得出不同生活形态类型游客的人口统计属性对游客满意度公因子的实际感知的具有差异性。再次,依据满意度三因子理论,运用虚拟变量回归分析,得到满意度因子在各生活形态类型游客中因子属性。最后,对不同生活形态类型游客进行“重要性—表现分析”,寻找旅游景区的薄弱环节,制定相应的对策。
[Abstract]:An increasing number of studies have shown that there is a non-linear, asymmetric relationship between the product and the quality of service attributes and the overall satisfaction of the visitor. In the quality management, Kano first proposed a three-factor-of-satisfaction theory, which divides the product or service quality attribute into the basic factor, the performance factor and the excitation factor. The basic factor is the product of the "Prerequisite" or the quality of service attribute of the customer, and the necessary quality attribute does not cause the customer to be satisfied, only to prevent the customer from being satisfied, and the performance factor can improve the overall customer satisfaction in a linear manner when the performance factor performance quality is improved; The excitement factor is that the utility of the product or quality of service attribute is increased beyond the expectations of the visitor, which is not expected by the tourist, but makes the tourists feel surprisingly pleasant. Because of the different expectations of the different visitors to the attributes of the product or quality of service, the product or service that makes the tourists happy and only prevents the tourists from being dissatisfied is not the same in the sub-market. A product or service may be a basic factor for a group of visitors, but the other group of tourists is an exciting factor. Therefore, it is important to analyze the attribute of a product or service attribute in different sub-segments, and the life form is the basis of the market segmentation, and compared with the traditional market segmentation idea of the demographic characteristics, the psychological variable and the behavior variable of the tourist are integrated. By using the demographic as a means of description, the life and life of different tourist groups can be studied from a dynamic point of view, so that the market segmentation characteristics are more clear and in-depth, so that the tourism operator can develop or improve the existing products. As a national key scenic spot and a national 5A-level scenic spot, the Junshan Island Scenic Area, how to take advantage in the similar tourist attractions, how to improve its own quality of service and the level and the attraction, enlarge the market scale of the tourist market, face the series of problems, The situation of the satisfaction of the tourists has become the key to the reflection and resolution of these problems. Therefore, on the basis of the theory of the tourist's living form, the study on the difference of the tourists' satisfaction in the scenic area of the Junshan Island can help the operators of the scenic spot to know and master the needs of different types of tourists, and find potential market opportunities. And reasonable utilization of limited resources to formulate corresponding policies to improve the customer satisfaction and enhance the competitiveness of the market. Based on the theory of life form, this paper discusses the type of life form and its demographic characteristics of the tourists in the scenic area. Then, according to the three-factor theory of customer satisfaction, the difference of the satisfaction of different types of life forms is analyzed. Sex, determine the quality attributes of each factor of different types of visitor satisfaction and their impact on the overall satisfaction, make the scenic area reasonably use the existing resources and invest in the products or services that can greatly increase the satisfaction of the tourists First, by carrying out factor analysis and cluster analysis on the life form, the tourists are divided into three categories: the traditional life type, the economic conservative type and the fashion health type tourist. Secondly, on the basis of the breakdown of the life patterns of the tourists, the demographic characteristics of different types of tourists were investigated by the chi-square test, and the different types of tourists had a significant difference in the distribution of sex, occupation and family-month income, and there was no significant difference in age and culture In addition, the four common factors of "tourism infrastructure", "tourism landscape", "tourism activities" and "tourism service" are obtained through the factor analysis of the satisfaction of the tourists. The regression analysis shows that the four common factors will affect the overall satisfaction of the visitors to different degrees. Degree. Then, by the analysis of variance, the difference between the demographic attributes of different types of living forms and the actual perception of the public factors of the satisfaction of the tourists is obtained. Sex. Thirdly, according to the three-factor theory of satisfaction, we use the regression analysis of the virtual variables to get the factor of satisfaction factor in the different types of life. finally, the "importance and performance analysis" of the different types of life forms and the weak links of the tourism scenic spots are searched, and corresponding pairs are prepared
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7
[Abstract]:An increasing number of studies have shown that there is a non-linear, asymmetric relationship between the product and the quality of service attributes and the overall satisfaction of the visitor. In the quality management, Kano first proposed a three-factor-of-satisfaction theory, which divides the product or service quality attribute into the basic factor, the performance factor and the excitation factor. The basic factor is the product of the "Prerequisite" or the quality of service attribute of the customer, and the necessary quality attribute does not cause the customer to be satisfied, only to prevent the customer from being satisfied, and the performance factor can improve the overall customer satisfaction in a linear manner when the performance factor performance quality is improved; The excitement factor is that the utility of the product or quality of service attribute is increased beyond the expectations of the visitor, which is not expected by the tourist, but makes the tourists feel surprisingly pleasant. Because of the different expectations of the different visitors to the attributes of the product or quality of service, the product or service that makes the tourists happy and only prevents the tourists from being dissatisfied is not the same in the sub-market. A product or service may be a basic factor for a group of visitors, but the other group of tourists is an exciting factor. Therefore, it is important to analyze the attribute of a product or service attribute in different sub-segments, and the life form is the basis of the market segmentation, and compared with the traditional market segmentation idea of the demographic characteristics, the psychological variable and the behavior variable of the tourist are integrated. By using the demographic as a means of description, the life and life of different tourist groups can be studied from a dynamic point of view, so that the market segmentation characteristics are more clear and in-depth, so that the tourism operator can develop or improve the existing products. As a national key scenic spot and a national 5A-level scenic spot, the Junshan Island Scenic Area, how to take advantage in the similar tourist attractions, how to improve its own quality of service and the level and the attraction, enlarge the market scale of the tourist market, face the series of problems, The situation of the satisfaction of the tourists has become the key to the reflection and resolution of these problems. Therefore, on the basis of the theory of the tourist's living form, the study on the difference of the tourists' satisfaction in the scenic area of the Junshan Island can help the operators of the scenic spot to know and master the needs of different types of tourists, and find potential market opportunities. And reasonable utilization of limited resources to formulate corresponding policies to improve the customer satisfaction and enhance the competitiveness of the market. Based on the theory of life form, this paper discusses the type of life form and its demographic characteristics of the tourists in the scenic area. Then, according to the three-factor theory of customer satisfaction, the difference of the satisfaction of different types of life forms is analyzed. Sex, determine the quality attributes of each factor of different types of visitor satisfaction and their impact on the overall satisfaction, make the scenic area reasonably use the existing resources and invest in the products or services that can greatly increase the satisfaction of the tourists First, by carrying out factor analysis and cluster analysis on the life form, the tourists are divided into three categories: the traditional life type, the economic conservative type and the fashion health type tourist. Secondly, on the basis of the breakdown of the life patterns of the tourists, the demographic characteristics of different types of tourists were investigated by the chi-square test, and the different types of tourists had a significant difference in the distribution of sex, occupation and family-month income, and there was no significant difference in age and culture In addition, the four common factors of "tourism infrastructure", "tourism landscape", "tourism activities" and "tourism service" are obtained through the factor analysis of the satisfaction of the tourists. The regression analysis shows that the four common factors will affect the overall satisfaction of the visitors to different degrees. Degree. Then, by the analysis of variance, the difference between the demographic attributes of different types of living forms and the actual perception of the public factors of the satisfaction of the tourists is obtained. Sex. Thirdly, according to the three-factor theory of satisfaction, we use the regression analysis of the virtual variables to get the factor of satisfaction factor in the different types of life. finally, the "importance and performance analysis" of the different types of life forms and the weak links of the tourism scenic spots are searched, and corresponding pairs are prepared
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7
【参考文献】
相关期刊论文 前10条
1 李晶博;钟永德;王怀c，
本文编号：2439820
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