神农架的美誉度调查研究

神农架地处渝鄂边陲的鄂西北,是世界中纬度地带生态保存完好的宝地,以其神奇俊秀、原始神秘而成为名扬中外的旅游胜地。为了解游客对神农架旅游区的自然环境、旅游设施、服务质量、拥挤感受、信息、价格六个方面的印象和评价,2006年5月1日至12日进行了美誉度调查。调查样本中男性占65.2%,女性34.8%,19-45岁的中青年游客占总数的78.4%,大专及本科以上文化程度者占62.9%。结果显示:初次到访者占游客总数的80.8%,第二次到访10.6%,第三次到访3.6%,四次和四次以上者占5.0%;游客最满意的是神农架的自然环境,92.77%的游客认为神农架自然环境优美,85.43%的游客认为神农架的生态环境保护很好;游客拥挤感受评价居第二位,70.2%的游客没有感觉拥挤;对服务质量的评价居第三位,73.9%的游客认为工作人员的态度是友好的;对神农架的信息服务感受排第四,59.0%的游客基本满意;对旅游设施的满意度排第五;游客对神农架的价格满意度最低,普遍认为神农架多次收门票、旅游商品同质不同价、餐饮食宿价格太高。

Research on the Reputation Degree of the Tourism Area, Shennongjia

Shennongjia,located in middle area between Chongqing and Hubei province and in the northwest of Hubei province,is a precious land that preserves ecology well in the middle latitude in the world.It is famous both at home and abroad for its magnificent,handsome,primitive and mysterious landscapes.A survey on the degree of satisfaction was conducted in May,2006 to understand visitors' impression and appraisal on natural environment,tourism facilities and service quality.In the sample,the male accounted for 65.2%,the female 34.8%,the middle and youth 78.4%(Age ranged from 19 to 45).College students occupied 62.9%.The result showed that the first-time visitors took 80.8%,the second-time visitors 10.6%,the third-time 3.6%,and the fourth or above 5.0%.The most satisfaction the visitors felt was natural environment;92.7% visitors thought the scene was beacautiful in Shennongjia and 85.43% visitors thought the ecological environment was preserved well;visitors' evaluation on feeling of crowdedness ranked the second;70.2% visitors didn't felt crowded;evaluation on the service quality ranked the third;73.9% visitors thought the staff were friendly;the feeling toward information service in Shennongjia ranked the fourth and 59.0% visitors felt satisfied with it;the degree of satisfaction towards tourism facilities ranked the fifth;visitors' satisfaction toward price ranked the lowest,and people generally thought they were charged several times,they paid different price for the same products,and they spent too much on board and lodging.