基于F-MCDM的冰川旅游游客满意度综合评价及敏感性分析

游客满意度是衡量旅游地竞争力的关键因素之一，已受到众多旅游研究者的关注。在其热点研究中，有关冰川旅游游客满意度及不同游客属性间满意度差异的研究鲜见。选取达古冰川与海螺沟冰川为研究区，通过对游客属性细分，运用模糊多准则决策法（F-MCDM）及引入需求弹性理论对冰川旅游游客满意度进行了综合评价和敏感性分析，探讨了提升冰川旅游游客满意度的对策建议。结果表明：达古冰川游客实际满意度总体高于海螺沟冰川，两地均以管理与服务的满意度最高，消费状况与交通的满意度最低。就游客属性的相对满意度而言，两地均呈现男性满意度高于女性，高消费游客满意度高于低消费游客，高忠诚度游客满意度高于低忠诚度游客；两地相对满意度的差异表现在年龄、受教育程度、客源地和到访次数方面。相较于达古冰川，海螺沟冰川满意度敏感性更高，同等改进力度下游客满意度的提高更为明显高效，就两地满意度敏感性最高的景观特色而言，达古冰川1%的改善将提升游客满意度0.30%，而海螺沟冰川可提升0.45%；对于不同游客属性的满意度敏感性，两地均以不愿推荐、不愿重游和未达到期望的游客最高。最后依据满意度敏感性分析结果，为两地冰川旅游发展提出了关键属性改进、营销策略创新和旅游产品开发等针对性建议。

Comprehensive evaluation and sensitivity analysis of glacier tourist satisfaction based on F-MCDM

As one of the key factors to measure the competitiveness of a tourist destination， tourist satisfaction has been concerned by many tourism researchers. However， in the hot spot research of tourist satisfaction， there are few researches on tourist satisfaction of glacier tourism and the differences of satisfaction among different tourist attributes. In this paper， Dagu Glacier and Hailuogou Glacier were selected as the study area. Through the subdivision of tourist attributes， the fuzzy multi-criteria decision-making （F-MCDM） method and the demand elasticity theory were used to make a comprehensive evaluation and sensitivity analysis for glacier tourist satisfaction， and the countermeasures and suggestions for improving glacier tourist satisfaction were discussed. The results showed that the actual satisfaction of tourists in Dagu Glacier was higher than that in Hailuogou Glacier， and the satisfaction of management and service was the highest in both places， while the consumption and transportation satisfaction were the lowest. As far as the relative satisfaction of tourist attributes was concerned， male satisfaction was higher than female satisfaction， high consumption tourists satisfaction was higher than low consumption tourists satisfaction， and high loyalty tourists satisfaction was higher than low loyalty tourists satisfaction. The differences of relative satisfaction between the two places were reflected in age， education level， tourist source， and number of visits. Compared with Dagu Glacier， the satisfaction sensitivity of Hailuogou Glacier was higher， and the improvement of tourist satisfaction was more obvious and efficient under the same improvement intensity. As for the landscape features with the highest satisfaction sensitivity in both places， 1% improvement of Dagu Glacier would increase tourist satisfaction by 0.30%， while Hailuogou Glacier could increase tourist satisfaction by 0.45%. For different tourist attributes， the highest sensitivity of satisfaction was found among the tourists who were unwilling to recommend， unwilling to revisit and did not meet expectations. Finally， based on the results of satisfaction sensitivity analysis， some special suggestions were put forward for the development of glacier tourism in the two places， such as key attribute improvement， marketing strategy innovation， and tourism product development.