| 南京牛首山文化旅游区游客满意度分析——基于IPA分析法的评价研究 |
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| 引用本文： | 李天舒、曾献君、刘迪雅、林伟伟.南京牛首山文化旅游区游客满意度分析——基于IPA分析法的评价研究[J].福建工程学院学报,2021,0(4):401-405. |
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| 作者姓名： | 李天舒、曾献君、刘迪雅、林伟伟 |
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| 作者单位： | 福建工程学院建筑与城乡规划学院 |
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| 摘 要： | 科学合理的游客满意度评价结果对改进景区开发、运营与管理等工作具有重要意义。以南京市牛首山文化旅游区作为案例地，通过问卷调查获取数据，采用IPA分析法开展游客满意度评价。结果显示:牛首山景区的总体满意度处于“比较满意”等级，具有一定的提升空间IPA四象限分析结果表明游客对景区自然和资源条件(自然环境、宗教建筑) 满意度最高，对景区的门票价格和消费价格满意度较低，对服务态度和交通条件的满意度最低。要从改善景区内外部交通条件、构建服务质量管理体系、提升产品服务性价比、完善景区配套设施管理等方面加以改进，做好景区的开发和提升。
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| 关 键 词： | 游客满意度 IPA 分析法 文化旅游区 旅游开发与管理 |
Tourist satisfaction evaluation of Niushou Mountain Cultural Tourism Zone in Nanjing: based on Importance-performance Analysis |
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| LI Tianshu,ZENG Xianjun,LIU Diya,LIN Weiwei.Tourist satisfaction evaluation of Niushou Mountain Cultural Tourism Zone in Nanjing: based on Importance-performance Analysis[J].Journal of Fujian University of Technology,2021,0(4):401-405. |
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| Authors: | LI Tianshu ZENG Xianjun LIU Diya LIN Weiwei |
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| Institution: | School of Architecture and Urban Planning, Fujian University of Technology |
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| Abstract: | Scientific and reasonable tourist satisfaction evaluation results are of great significance for improving the development, operation and management of scenic spots. Taking the Niushou Mountain Cultural Tourism Zone in Nanjing as a case site, questionnaire surveys were conducted to obtain data, and importance performance analysis（IPA） was employed to evaluate tourist satisfaction. Results show that the overall satisfaction level of Niushou Mountain Scenic Spot is at a “relatively satisfied” level, and there is room for improvement; the IPA four-quadrant analysis results show that tourists show the highest satisfaction with the natural and resource conditions (natural environment, religious buildings) of the scenic spot, and their satisfaction with the scenic spot ticket prices and consumer price satisfaction is low, and their satisfaction with service attitudes and traffic conditions is the lowest. It is necessary to improve the internal and external traffic conditions of the scenic area, build a service quality management system, improve the cost-effectiveness of products and services, and improve the infrastructure management of the scenic area, so as to do a good job in the development and operation of scenic spots. |
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| Keywords: | tourist satisfaction IPA method cultural tourism zone tourism development and management |
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