摘要
游客满意度是衡量一个地区旅游吸引力和旅游发展质量的重要指标之一。文章以富硒茶产地安康为案例地,综合运用问卷调查法和IPA分析法,研究安康茶文化旅游的游客满意度现状。茶文化旅游的游客满意度感知要素包括28项指标,可以聚合为旅游资源禀赋、旅游基础设施、旅游产品特色、旅游目的地综合管理4个方面。研究表明,安康茶文化旅游的游客感知重要性分值高于游客感知满意度分值,表明安康茶文化旅游整体表现欠佳,游客对安康茶文化旅游的满意度低于期望值;安康茶文化旅游发展的机会区指标主要集中于旅游产品特色方面,改进区指标主要集中于旅游资源禀赋和交通方面,优势区和维持区的指标则主要集中于旅游基础设施和旅游目的地综合管理方面。研究成果将为安康茶文化旅游优化发展提供科学借鉴和有益启示。
Tourist satisfaction is one of the important indicators for measuring the attractiveness and quality of tourism development.The article took Ankang,a selenium rich tea producing area,as a case study,and comprehensively used questionnaire survey method and IPA analysis method to study the tourist satisfaction status of Ankang tea cultural tourism.Research has shown that the perceived factors of tourist satisfaction in tea culture tourism include 28 indicators,which can be aggregated into four aspects:tourism resource endowment,tourism infrastructure,tourism product characteristics,and comprehensive management of tourism destinations.The perceived importance score of Ankang tea culture tourism is higher than the perceived satisfaction score of tourists,indicating that the overall performance of Ankang tea culture tourism is poor,and tourists'satisfaction with Ankang tea culture tourism is lower than the expected value.The indicators for slow improvement in the development of Ankang tea culture tourism mainly focus on the characteristics of tourism products,while the indicators for key improvement areas mainly focus on tourism resource endowment and transportation.The indicators for competitive advantage areas and sustainable areas mainly focus on the comprehensive management of tourism infrastructure and tourism objectives.The research results provided scientific reference and beneficial inspiration for the optimization and development of Ankang tea culture tourism.
作者
康晓媛
储玖琳
肖毓桐
刘晨曦
高晴
付俊雪
KANG Xiaoyuan;CHU Jiulin;XIAO Yutong;LIU Chenxi;GAO Qing;FU Junxue(Ankang University,Ankang 725000,China)
出处
《中国茶叶》
2023年第10期46-53,共8页
China Tea
基金
陕西省哲学社会科学研究专项青年项目(2023QN0252)
陕西省哲学社会科学项目(13Q133)
安康学院2022年国家级大学生创新创业项目(202211397025)。
关键词
茶文化旅游
游客满意度
IPA分析
tea culture tourism
tourism satisfaction
IPA analysis
作者简介
康晓媛,女,助教,主要从事旅游消费者行为研究;通信作者:储玖琳,E-mail:769299917@qq.com。
