基于IPA法的传统型景区游客满意度评价——以琅琊山景区为例

游客满意度评价对景区规划、建设和管理很重要。结合文献分析与德尔菲法,构建了传统型景区游客满意度评价指标体系,并以琅琊山景区为例采用IPA模型进行案例分析。结果表明:琅琊山景区7个要素测度层——资源特色、景区环境、景区产品、景区交通、景区服务、景区设施、景区价格及30项因子测度指标感知均值都为满意度重要性,游后感知实绩(满意度)全低于游前期望(重要性);IPA矩阵分析30项因子分布为:优势区域6项、修补区域4项、机会区域15项、维持区域5项,游后满意度(实绩)与游前重要性(期望)感知评价"双高项"占20.0%,"双低项"占50.0%。总体上游客期望值较高而满意度不高,各评价因子的满意度评价差异较大,景区需提升产品与服务。

Satisfaction Evaluation of Traditional Scenic Area Based on the Theory of IPA: Taking Langya Mountain as An Example

This study constructed the evaluation index system on tourist satisfaction of traditional scenic area adopting the method of literature analysis and Delphi method,and made an empirical analysis of the tourist satisfaction taking Langya Mountain scenic area as an example with the IPA model.The results show that the average satisfaction (P) perception of tourist to the seven elements layer of scenic area which are resource characteristics,scenic area environment,product,traffic,service,facilities and the price of scenic area measured by 30 factors is lower than the importance (I) perception,that is to say,the perceived performances after travel (satisfaction) are all lower than the expection before travel (importance),which means the expectations of tourists satisfaction is poorer.Otherwise,it is found that 6 items of 30 measurement factors distribute in advantage regional,4 items in patch regional,15 items in opportunities regional and 5 items in maintained regional by IPA matrix analysis and which also show that" double high items" account for 20％ and" double low items" account for 50％ in the tourist satisfaction (performance) and former importance (expection) sensory evaluation.The more content of the scenic area need to improve.The study has the reference value for the tourist satisfaction evaluation of the similar scenic.