關于洛帶古鎮景區形象管理問題與對策研究

摘要

隨著我國加入世界旅游組織，我國文化旅游業進入蓬勃發展時期，各地區景區競爭愈發激烈，如何在激烈的市場競爭中脫穎而出，這是一個值得每一個景區思考的問題，游客滿意度是游客對景區體驗的最直接、最真實的反映，是景區提高自身競爭力的關鍵所在�；�于對上述問題思考，查閱相關文獻，本文構建了景區環境、旅游消費、旅游資源三大方面共15個評價指標體系，運用IPA分析法對洛帶古鎮景區游客滿意度進行了深入分析，研究分析得出景區游客對基礎設施滿意度較低，衛生設施、休息場所、停車場等基礎設施的不完善，達不到游客心中預期值，導致游客對景區滿意度偏低。同時面對不斷穩定增長的游客數量，景區住宿數量與質量滿足不了景區游客需求，景區亟待提升住宿條件，滿足游客需求。景區的景點對游客的吸引力不足，造成游客體驗不佳的現象。對此景區管理者應明白洛帶古鎮發展的局限所在，應加強景區基礎設施建設，提升住宿品質，積極開發娛樂配套項目，穩定服務員服務質量，提升景區在旅游業中的競爭力，增加景區的可持續發展力。

關鍵詞：游客滿意度；景區；影響因素；IPA；洛帶古鎮

Abstract：With China's entry into the World Tourism Organization, China's cultural tourism industry has entered a booming period, and competition in scenic spots in various regions has become increasingly fierce. How to stand out from the fierce market competition is a question worth considering in each scenic spot. Tourist satisfaction is a tourist The most direct and true reflection of the experience of the scenic spot is the key to improving the competitiveness of the scenic spot. Based on thinking about the above issues and consulting relevant literature, this article builds a total of 15 eva luation index systems in the three major areas of scenic environment, tourism consumption, and tourism resources, and uses IPA analysis to conduct an in-depth analysis of tourist satisfaction in the ancient town of Luodai. It is concluded that tourists in the scenic area are less satisfied with the infrastructure, and imperfections in infrastructure such as sanitary facilities, rest places, and parking lots fail to meet the expectations of tourists, resulting in low tourist satisfaction with the scenic area. At the same time, in the face of a steady and growing number of tourists, the number and quality of accommodation in the scenic spots cannot meet the needs of tourists in the scenic spots. The scenic spots urgently need to improve the accommodation conditions to meet the needs of tourists. Scenic spots are not attractive to tourists, resulting in poor experience of tourists. In this regard, the managers of the scenic spot should understand the limitations of the development of the ancient town of Luodai. They should strengthen the infrastructure construction of the scenic spot, improve the quality of accommodation, actively develop entertainment supporting projects, stabilize the service quality of waiters, improve the competitiveness of the scenic spot in the tourism industry, and increase the scenic spot. Sustainable development.

Keywords: Tourist satisfaction; scenic spot; influencing factors; IPA; Luodai Ancient Town

目錄

摘要 2

    Abstract...................................................................3

一、引言 4

二、國內外相關研究綜述 4

（一）國內外游客滿意度相關研究 4

（二）文獻評述 5

三、洛帶古鎮游客滿意度分析 5

（一）游客滿意度指標構建與研究方法 5

（二）數據來源與樣本說明 5

（三）游客滿意度評價 6

（四）IPA 分析法 6

四、景區形象管理存在的題及原因分析 8

（一）景區基礎設施假設不完善 8

（二）景區住宿較少，環境待提升 8

（三）景區娛樂配套服務少，娛樂較為單一 8

五、對策和建議 9

（一）加強景區基礎設施建設 9

（二）增加酒店數量，提升住宿品質 9

（三）穩定服務質量，開發娛樂配套項目， 10

六、總結 11

參考文獻 12

附錄 14