基于感知情境的北京不同类型旅游景区游客满意度研究

基于对北京16个景点游客的问卷调查,利用结构方程模型,分析了北京市不同类型旅游景区游客满意度的影响因素。研究结果表明：一方面,不同类型旅游景区游客满意度评价各影响因素影响程度不同。其中,影响自然风光类景区和现代文化类景区游客满意度的最主要因子为服务水平;便利性对历史古迹类景区游客满意度评价影响最大,景区主体特征对博物馆类景区游客满意度评价影响最为显著,而安全水平对各类旅游景区游客满意度评价影响相对显著,反映出北京市旅游景点整体安全水平较高。另一方面,不同类型景区之间游客满意度和出游决策路径系数存在显著差异,游客满意度对出游决策有正向影响。研究的政策涵义在于：北京市在旅游规划和管理中,需强化景区主体特征,完善景区的旅游功能,加强景区类型的划分,提高社会服务水平,增强游客体验性,从而提升北京旅游的整体形象。

Tourism Satisfaction of Different Types of Tourist Attractions in Beijing Based on Perceived Situation

This article analyzes the influence factors of tourist satisfaction in different types of scenic spots of Beijing by using the structural equation model, which is based on the random samples of the 16 scenic spots in Beijing. This article, through the factor analysis, gets the influenced factors of tourists in different types of scenic spots of Beijing, including 4 aspects: scenic spot main characteristics, service degree, security level and convenience, and builds a model, which has 2 exogenous latent variables, including the satisfaction and travel decision-making. This article, through structural equation confirmatory analysis, found that: different influencing factors on the degree of tourist satisfaction evaluation are different in kinds of scenic spots. 1) The service level is the most important factor of visitors’ satisfaction in the Natural scenery scenic spot and the modern cultural scenic spot, meanwhile, the traffic is the critical factor of tourist satisfaction in natural scenery scenic spot, and the diet has become the most important factor of tourist satisfaction in modern culture scenic spot. 2) The convenience to the historic scenic area has the greatest effects in the visitors' satisfaction evaluation; emergency exit and signs are the highest factor loading. 3) The main characteristics of scenic area are the most significant effect in museum visitors' satisfaction, also, tourists pay more attention to cultural educational significance of scenic spot, and visitors' satisfaction is not only affected by factors such as age, income, education level, but staff efficiency and traffic factors greatly affect the tourists’ behavior. 4) The path coefficient between the security level and tourist satisfaction is small, and security level is relatively significant influence on four types of the scenic area tourist satisfaction, reflecting that the overall safety condition of Beijing tourism is laudable. 5) The tourists' satisfaction has a positive correlation relationship on travailing decision-making. Between different types of scenic spots on tourist satisfaction and travailing decision-making path coefficient significantly different, tourist satisfaction of natural scenery and travailing decision-making path coefficient, followed by modern cultural attractions, museums scenic, path coefficient between tourist satisfaction of historic areas and travailing decision-making is lowest. Policy implications of the research are: Beijing, in the process of tourism planning and management, needs to plan the scenic spot layout scientifically, to strengthen the main characteristics of scenic spots, to perfect the function of the scenic spot tourism, to improve the classification of scenic areas, to promote the level of social services, and to enhance the visitor experience in order to make better the overall image of Beijing.