关于洛带古镇景区形象管理问题与对策研究

摘要

随着我国加入世界旅游组织，我国文化旅游业进入蓬勃发展时期，各地区景区竞争愈发激烈，如何在激烈的市场竞争中脱颖而出，这是一个值得每一个景区思考的问题，游客满意度是游客对景区体验的最直接、最真实的反映，是景区提高自身竞争力的关键所在。基于对上述问题思考，查阅相关文献，本文构建了景区环境、旅游消费、旅游资源三大方面共15个评价指标体系，运用IPA分析法对洛带古镇景区游客满意度进行了深入分析，研究分析得出景区游客对基础设施满意度较低，卫生设施、休息场所、停车场等基础设施的不完善，达不到游客心中预期值，导致游客对景区满意度偏低。同时面对不断稳定增长的游客数量，景区住宿数量与质量满足不了景区游客需求，景区亟待提升住宿条件，满足游客需求。景区的景点对游客的吸引力不足，造成游客体验不佳的现象。对此景区管理者应明白洛带古镇发展的局限所在，应加强景区基础设施建设，提升住宿品质，积极开发娱乐配套项目，稳定服务员服务质量，提升景区在旅游业中的竞争力，增加景区的可持续发展力。

关键词：游客满意度；景区；影响因素；IPA；洛带古镇

Abstract：With China's entry into the World Tourism Organization, China's cultural tourism industry has entered a booming period, and competition in scenic spots in various regions has become increasingly fierce. How to stand out from the fierce market competition is a question worth considering in each scenic spot. Tourist satisfaction is a tourist The most direct and true reflection of the experience of the scenic spot is the key to improving the competitiveness of the scenic spot. Based on thinking about the above issues and consulting relevant literature, this article builds a total of 15 eva luation index systems in the three major areas of scenic environment, tourism consumption, and tourism resources, and uses IPA analysis to conduct an in-depth analysis of tourist satisfaction in the ancient town of Luodai. It is concluded that tourists in the scenic area are less satisfied with the infrastructure, and imperfections in infrastructure such as sanitary facilities, rest places, and parking lots fail to meet the expectations of tourists, resulting in low tourist satisfaction with the scenic area. At the same time, in the face of a steady and growing number of tourists, the number and quality of accommodation in the scenic spots cannot meet the needs of tourists in the scenic spots. The scenic spots urgently need to improve the accommodation conditions to meet the needs of tourists. Scenic spots are not attractive to tourists, resulting in poor experience of tourists. In this regard, the managers of the scenic spot should understand the limitations of the development of the ancient town of Luodai. They should strengthen the infrastructure construction of the scenic spot, improve the quality of accommodation, actively develop entertainment supporting projects, stabilize the service quality of waiters, improve the competitiveness of the scenic spot in the tourism industry, and increase the scenic spot. Sustainable development.

Keywords: Tourist satisfaction; scenic spot; influencing factors; IPA; Luodai Ancient Town

目录

摘要 2

    Abstract...................................................................3

一、引言 4

二、国内外相关研究综述 4

（一）国内外游客满意度相关研究 4

（二）文献评述 5

三、洛带古镇游客满意度分析 5

（一）游客满意度指标构建与研究方法 5

（二）数据来源与样本说明 5

（三）游客满意度评价 6

（四）IPA 分析法 6

四、景区形象管理存在的题及原因分析 8

（一）景区基础设施假设不完善 8

（二）景区住宿较少，环境待提升 8

（三）景区娱乐配套服务少，娱乐较为单一 8

五、对策和建议 9

（一）加强景区基础设施建设 9

（二）增加酒店数量，提升住宿品质 9

（三）稳定服务质量，开发娱乐配套项目， 10

六、总结 11

参考文献 12

附录 14