游客满意度测评体系的构建及实证研究

游客满意度测评体系旨在以旅游者视角来评价“城市旅游综合服务质量”软环境.该研究根据满意度理论和扎根理论,结合提升旅游服务质量的实践需要,构建了游客满意度调查体系,并以2010年全国50个城市的大规模调查数据为基础,较全面、系统地探讨中国游客满意度的总体及区域特征.游客满意度测评体系包含现场问卷调查、网络评论调查及旅游投诉与质监调查,2010年全国整体处于78.95的“基本满意”水平,呈现显著的区域差异性和正向空间集聚特征.建议推广“大旅游”的产业发展理念,切实提升涉旅行业服务质量和城市综合配套服务.

On the Construction of Tourist Satisfaction Evaluation System and Its Empirical Study

Tourist satisfaction evaluation system aims to evaluate soft environment of "comprehensive service quality of urban tourism" from the perspective of tourists.The paper,in accordance with satisfaction theory and grounded theory,combining with the practical requirement of upgrading tourist service quality,constructs tourist satisfaction survey system,based on large-scale survey data obtained from 50 Chinese cities in 2010,which explores China’s overall tourist satisfaction and regional features in a more comprehensive and systematic way.The evaluation system consists of on-site questionnaire survey,network comment investigation and tourist complaints and quality supervision survey.Nationwide,the total tourist satisfaction in 2010 was 78.95,at the level of "basic satisfaction",presenting significant regional differences and the feature of positive spatial agglomeration.The study suggests promoting the industrial development concept of "mass tourism",effectively upgrading service quality of tourism industry and urban comprehensive supporting service.