生态旅游示范景区服务空间、品牌形象与游客满意度关系

以江西婺源国家生态旅游示范区、安徽黄山国家生态旅游示范区、福建武夷山国家生态旅游示范区的游客为调查对象,运用基本分析、信度与皮尔森分析、因素分析、多元回归分析等统计方法对景区服务空间、品牌形象与游客满意度的关系进行研究。研究结果显示,景区服务空间、品牌形象和游客满意度之间关系呈显著正相关。因此,建议利用高标准的服务质量以及优质品牌形象与精准营销策略激发游客出行期待、利用微信微博运维互动力刺激生态旅游示范景区全面发力等措施,进一步提升生态旅游示范区品牌形象和服务空间,增强游客满意度。

The Relationship between Service Space,Brand Image and the Satisfaction of Tourists in Ecotourism Demonstration Scenic Spots

⑴ Background——Accelerating the integrative development of tourism and ecological industry is an important way to promote the sustainable and leapfrog development of ecological civilization construction,which is highly consistent with President Xi Jinping's great deployment of "Accelerating the reform of ecological civilization system and building a beautiful China"in the report of the 19 th National Congress of the Communist Party of China. The purpose of the research is to discuss the correlation between service space,brand image of scenery spots and the satisfaction of tourists.⑵ Methods——The research mainly selected the tourists from Jiangxi Wuyuan National Ecotourism Demonstration Zone,Anhui Huangshan Mountain National Ecotourism Demonstration Zone,Fujian Wuyi Mountain National Ecotourism Demonstration Zone as investigation objects. Statistical methods like elementary analysis,reliability and Pearson Analysis,factor analysis,multiple regression analysis,etc were used in the research.⑶ Results——There is a strong positive correlation between environmental factors,social factors and design factors in the service space of the scenic spots. The three modes show that the VIF of each variable does not exceed 10,indicating that there is no multiple collinearity problem between the interpreted variables,and the statistical inference is reliable. The joint significance test statistics F1= 25. 591,F2= 38. 085,and F3= 12. 249 are all significant at the confidence level of 99 %,indicating that all three modes are jointly significant and have higher explanatory power( R21= 0. 295,R22= 0. 427,R23= 0. 187). The regression equations of the three models are: Y1= 0. 391 X1+ 0. 038 X2+ 0. 215 X3,Y2= 0. 544 X4+ 0. 059 X5+ 0. 030 X6,Y3= 0. 124 X4+ 0. 067 X5+0. 346 X6,of which prob > t = 0. 000 is significant at the confidence level of 99%. The brand awareness of scenic spots has a significant positive impact on environmental factors( β1= 0. 391,t1= 5. 629) and the impact is the greatest. The quality of service in scenic spots has a significant positive impact on social factors( β2= 0. 544,t2= 8. 755) and the impact is the greatest. The overall sense of value has a significant positive impact on brand quality( β3= 0. 346,t3= 5. 058) and the impact is the greatest.⑷ Conclusions and Discussions——The service space of scenic spots will affect the brand image of scenic spots and the satisfaction of tourists. Improving the service space of scenic spots can enhance the brand image of scenic spots and improve and the satisfaction of tourists. The brand image of scenic spots will affect tourist satisfaction. It is proposed that in the resource allocation and management of ecotourism demonstration zones,the quality level of tourism reception and infrastructure should be maintained,the quality level of tourism services,tourism landscape and scenic spot management should be improved,and limited resources should be allocated reasonably,the quality of key influencing factors should be optimized,and the different quality demands of tourists for products and services in the management of scenic spots should be fully considered. The research also suggests taking following measures like taking use of high-quality brand image and precision marketing strategies to stimulate tourists' travel expectation,and taking use of the interactive force of Wechat and Microblog to simulate the integration power of ecotourism demonstration scenic spots,so as to further enhance the brand image and service space of the ecotourism demonstration zones and improve the satisfaction of tourists.