旅游满意度模糊综合评价研究——以大连为例

在回顾国内外旅游满意度研究的基础上,构建了旅游满意度的评价指标体系,并且运用层次分析法与熵值法的组合方式确定了指标体系的权重,然后以模糊数学原理为基础构建了旅游满意度的综合评价模型,对大连的旅游满意度进行了实证研究。结果显示,模糊综合评价适合旅游满意度的评价,而且评价结果与实际相符合。大连市4个方面的旅游满意度排序依次为：旅游服务、旅游环境、旅游支持系统、旅游消费,其中前两个高于综合满意度,后两个低于综合满意度,同时也对满意度的结果进行了分析,找出了大连在旅游发展中存在的问题,并提出了相应的发展策略,最后对评价模型的运用进行了总结。

The Fuzzy Comprehensive Evaluation Model of Tourism Satisfaction——Taking Dalian as an Example

Based on the studies of tourism satisfaction both domestic and abroad, the paper constructs an evaluation index system of tourism satisfaction and determines the weight of index system by the combination method of analytic hierarchy process and entropy. Then based on the principle of fuzzy mathematics, the paper constructs the model of comprehensive evaluation on tourism satisfaction and carries out a research on tourism satisfaction in Dalian. The results show that fuzzy comprehensive evaluation method is suitable for the evaluation of tourism satisfaction and the results of evaluation accord with the actual situation. The four-aspect sequence of tourism satisfaction in Dalian is tourism services, tourism environment, tourism support system and tourism consumption. Among them, the first two aspects are higher than the comprehensive values, and the latter two aspects are lower than the comprehensive values. Meanwhile, the paper analyzes the results of tourist satisfaction, finds out the problems in Dalian tourism development and brings out the corresponding development strategies, and finally, summarizes the use of evaluation model.