作　　者： ;

机构地区： 广东工业大学

出　　处： 《经济管理》 2016年第7期156-166,共11页

摘　　要： 本文基于2013年广东省四地区乡村旅游点的实地调查,对乡村旅游中游客的总体满意度,乡村旅游各构成要素(乡村旅游环境、乡村旅游支持系统、乡村旅游吸引物、乡村旅游服务、投诉便利性)满意度及游客重游意愿进行分析,并进一步利用Logistic回归模型分析影响乡村旅游中游客满意度的因素。研究发现,乡村旅游中的游客总体满意度较高,但乡村旅游各构成要素的满意度评价差距明显,乡村旅游的五个构成要素中,乡村旅游环境的满意度最高,其次为乡村旅游支持系统,乡村旅游吸引物的满意度评价适中,乡村旅游服务及投诉便利性的满意度评估较差;乡村旅游的游客群多为城镇人、中产者,其乡村旅游行为多为重复博弈行为,乡村旅游中游客重游意愿的强弱与乡村旅游满意度之间存在明显的相关关系;个人特征层面的性别、受教育程度,旅游行为层面的游客出游方式、游客年出游次数,目的地总体评价层面的乡村旅游环境、乡村旅游支持系统等因素,显著影响乡村旅游中的游客满意度评价。发展乡村旅游,在重视旅游者的体验性、满意度和精神追求的同时,也要重视旅游服务总体质量的提升,发挥政府、社会、市场三方面的积极性。 This paper analyses the overall satisfaction of tourists, satisfaction of various components in rural tourism （ rural tourism environment, support system, rural tourism attractions, rural tourism services, convenience of complaints） and revisit intention of tourists based on field survey of tourist spots in four areas of GuangDong province in 2013, and further analyses the factors influencing the satisfaction of tourist by Logistic regression model. The study found that overall satisfaction of tourists in rural tourism is higher, but satisfaction difference of various components in rural tourism is big. From the statistic results, we found the highest satisfaction of the five elements is rural tourism environment, followed by rural tourism support systems. The satisfaction evaluation of rural tourism attraction is modest. The satisfaction evaluation of rural tourism services and complaints convenience is poor. There is particularly serious problem in rural tourism services. The rural tourism service and customer complaint handling belong to soft power building of tourism in five elements. It also reflects the current process of rural tourism development which pay more attention to the improvement of infrastructure hardware facilities, while ignoring soft power building of tourism. It lead to gap between expectation and real tourist experience which affecting the overall satisfaction. There is an obvious relationship between revisit intention and rural tourism satisfaction. Survey data show that rural tourists was mostly urban people and middle class, have a relatively high level of education and have a higher proportion traveling by car. Their travel behavior was mostly leisure travel and deep travel, which is different from ordinary city tourists. City tours are mostly one-off game, rural tourism are mostly repeated game behavior. Satisfaction of tourism visitors will affect willingness of visitor revisit intention in a greater degree, and then determine whether the rural tourism have a healthy development

关 键 词： 游客满意度 重游意愿 模型

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