厦门仙灵旗休闲农场游客满意度研究

发布时间：2018-05-21 00:08

本文选题：休闲农场 + 游客满意度　；参考：《福建农林大学》2017年硕士论文

【摘要】：随着我国经济的快速发展以及人民生活水平的显著提升,经济发展踏入了后工业时代的门槛,人们的消费需求也随之由物质享受型消费向精神层次消费过渡,休闲农场在这个背景下应用而生,目前休闲农场已经成为推动休闲农业转型升级的重要助手。论文综合运用问卷调查法、因子分析、统计分析法等方法,从顾客满意度的角度对厦门仙灵旗休闲农场在经营中存在的问题进行了总结,并在对游客满意度进行定量分析的基础上,结合休闲农场经营的实际情况,有针对性的提出改进策略。论文共分为五章,第一章为绪论部分,主要阐述研究背景及意义、研究方法等。第二章为理论基础部分,对论文部分核心概念进行辨析,并对消费行为学理论和旅游市场学理论的最新进展进行了总结。第三章主要介绍休闲农场游客满意度评价指标体系。第四章为实证研究部分,主要对仙灵旗休闲农场游客满意度进行评价研究,主要内容包括农场概况、农场满意度评价研究等内容。第五章对仙灵旗休闲农场在满足消费者需求中出现主要的问题及对策进行分析。得出的主要研究结论为:(1)目前客源市场主要以厦门市内的月收入在2000-3499元和月收入为3500-4999元的工薪阶层为主,16-35岁的中青年游客群体是仙灵旗休闲农场的主要客源群体,大专及本科学历的游客比例所占比重最大。(2)论文应用客观赋值法来分析数据确定权重,目前厦门仙灵旗休闲农场的游客满意度水平总体偏低,28项指标中均符合两配对总体之间均值具有显著差异的条件。(3)目前厦门仙灵旗休闲农场主要存在目标市场定位不明确、营销方式单一、游客重游率较低,游客停留时间较短等问题,应当采取合理进行市场定位、拓展营销方式、不断提高服务水平,突出休闲农场旅游特色等措施。
[Abstract]:With the rapid development of our country's economy and the remarkable improvement of people's living standard, the economic development has stepped into the threshold of the post-industrial era, and people's consumption demand has also changed from material enjoyment consumption to spiritual consumption. At present, leisure farm has become an important assistant to promote the transformation and upgrading of leisure agriculture. Based on the methods of questionnaire, factor analysis and statistical analysis, the paper summarizes the problems existing in the management of Xiamen Xianling Flag Leisure Farm from the angle of customer satisfaction. And on the basis of quantitative analysis of tourist satisfaction, combined with the actual situation of leisure farm management, the improvement strategy is put forward. The paper is divided into five chapters, the first chapter is the introduction, mainly describes the research background and significance, research methods and so on. The second chapter is the theoretical foundation part, which analyzes the core concepts of the paper, and summarizes the latest development of consumer behavior theory and tourism market theory. The third chapter mainly introduces the evaluation index system of leisure farm tourist satisfaction. The fourth chapter is the empirical research part, mainly carries on the appraisal research to the Xianling flag leisure farm visitor satisfaction, the main content includes the farm general situation, the farm satisfaction appraisal research and so on. The fifth chapter analyzes the main problems and countermeasures of Xianling Flag Leisure Farm in meeting the needs of consumers. The main conclusions of the study are: (1) at present, the main tourist source market in Xiamen is mainly composed of the working class with monthly income of 2000-3499 yuan and monthly income of 3500-4999 yuan. The young and middle-aged tourists aged 16-35 years are the main tourist groups of Xianling Flag leisure farm. The proportion of tourists with college and undergraduate degrees is the largest. (2) the paper uses objective assignment method to analyze the data to determine the weight. At present, the tourist satisfaction level of Xianling Flag Leisure Farm in Xiamen is on the low side. Among the 28 indexes, all of them accord with the condition that there is significant difference in the mean value between the two pairs.) at present, the main target market position of Xianling Flag Leisure Farm in Xiamen is not clear. Some measures should be taken, such as single marketing mode, low tourist revisiting rate, short stay time and so on, such as reasonable market orientation, expanding marketing mode, continuously improving service level and highlighting the characteristics of leisure farm tourism.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7;F324.1

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