MBA教育中心知识库

    我国旅游业的健康发展对中国经济社会发展有着巨大的带动提升作用，但受2020年新冠疫情的影响，旅游业受到了前所未有的冲击。随着国内疫情得到有效控制，旅游业正在迎来复苏。研究游客满意度，有助于旅游企业及时了解和掌握游客的需求和期望，寻找自身存在的问题、明确亟需改善和提升的核心因素，以保证获得更加充足稳定的客源，提高综合竞争力。

    本文以美林谷运动休闲度假区作为研究对象，基于IPA分析法，对运动休闲度假区的游客满意度进行了深入细致的探索研究。首先，本文通过整理相关文献资料，分析归纳国内外学者在游客满意度的基本理论和评测方法等方面的研究现状。其次，基于国家5A级景区评定标准和旅游六要素，建立包含6个要素31项因子的游客满意度测评指标体系，设计和发放游客满意度调查问卷，获取研究数据。再次，对游客满意度进行实证分析，通过Excel对收集的数据进行描述性统计分析，运用SPSS软件对重要性及满意度进行信度检验、效度检验和配对样本T检验。在此基础上，将各因子的游客重要性认知及满意度评价的均值作为坐标轴中心，绘制IPA分析象限定位图，形成的象限分别代表优势区、维持区、机会区、改进区。最后，通过IPA分析找出美林谷运动休闲度假区在旅游产品及服务等方面还存在的问题及原因，有针对性的提出适度调控策略、持续提升策略、积极拓展策略和重点改进策略，提高游客对美林谷运动休闲度假区的满意度，提升度假区的内在吸引力，为度假区实现高质量发展提供参考。

    The healthy development of China's tourism industry plays a huge role in promoting China's economy. The COVID-19 erupted in 2020 has unprecedentedly impacted the industry, but now with the epidemic under control at home, the tourism industry is enjoying a revival. Studying tourist satisfaction can help tourism enterprises timely understand and grasp the demands and expectations of tourists, find out existing problems, and locate improvements, so as to ensure adequate and stable tourist resources and to boost overall competitiveness.

    Based on IPA, this paper studies the tourist satisfaction of Mylin Valley Sport and Recreation Resort. First of all, by sorting out relevant literature, this paper analyzes and summarizes basic theories and evaluation methods of tourist satisfaction at home and abroad. Secondly, based on the national 5A scenic spot evaluation standard and six tourism elements, this paper has built an index system of tourist satisfaction evaluation, including 6 elements and 31 factors, and questionnaires have been designed and distributed to collect the research data. Thirdly, this paper has done the empirical analysis of tourist satisfaction, including the descriptive statistical analysis of the data collected by Excel and the reliability, validity and paired sample test of the importance and satisfaction by SPSS software. On this basis, the mean value of tourist importance perception and satisfaction evaluation of each factor was taken as the center of the coordinate axis, constructing the IPA quadrant-locating map, where the quadrants represent the areas of superiority, maintenance, opportunity and improvement. Finally, in order to help Mylin Valley enhance the tourist satisfaction, increase its attraction, and realize the high-quality development, using IPA, this paper tries to find out the resort's problems and triggers in products, services and other aspects, and puts forward strategies of moderate adjustment and control, continuous promotion, active development and key improvement.