基于游客感知的散客旅游服务满意度研究——以贵阳市为例

游客感知是影响游客满意度的重要因素,不同出游方式的游客对同样的旅游目的地有不同的感知。散客旅游者不同于团体游客,其具有自由性、灵活性、不固定性等出行特点。散客市场潜力巨大,如何有针对性地了解旅游目的地散客市场的满意度,是提升当地旅游竞争力的关键。本文以贵阳散客市场为例,运用多元线性回归分析和不同旅游出游目的满意度比较的方法,找出了散客旅游者对当地居民态度、旅游景区服务、金融和邮电服务的感知程度较高;通过比较不同出游目的散客旅游者对贵阳旅游各项服务的感知,得出了由于其出游经验、出游动机和对旅游服务的感知程度不同,造成其对旅游服务产生了不同等级的满意度。

A Research on Tourism Service Satisfaction of FIT Based on Tourists’ Perception——Taking Guiyang city as an example

Tourists’ perception is an important factor affecting the tourists’ satisfaction.Tourists traveling by different ways to the same tourism destination may have different perceptions.Foreign Independent Tourist(FIT) is different with group visitors in traveling freedom,flexibility,and non-fixity.FIT market potential is tremendous.To learn the FIT market satisfaction is a key to promote the local tourism competitiveness.Taking Guiyang FIT market as an example in this paper,the multiple linear regression analysis and different travel objective satisfaction comparison methods are adopted to find out the perception of FIT towards local residents’ attitude,tourism services,finance and post and telecommunications service.Through the comparison of different purpose of traveling in Guiyang,tourists have different levels of satisfaction for tourism services since their travel experience,motivation and service perception level are different.