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采摘类乡村旅游景区游客满意度影响因素研究_MBA毕业论文DOC

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文本描述
摘要
当前,随着社会的发展,人们的消费观念和生活方式逐渐在发生
着改变,旅游已经成为人们生活中的必需品。而随着旅游观念的深入
人心,人们对旅游的层次要求也不断在变化,人们不单单满足在著名
景点的旅游还希望能够有乡村休闲等回归自然方式的休闲旅游,可
见,多元化的旅游方式成为人们的需求之一。在旅游需求旺盛的驱动
下,休闲旅游不但是人们的一种生活方式的改变,同时还是一种新的
经济现象。也因此,我国的旅游业也不断的发展,开始进入高需求大
众化的发展时期。乡村旅游的最大优势是它的“原始性”,其提供了
最原始的自然分光,最原始的乡村生活,最原始的乡村文化等等,这
无形当中与“人满为患”高度紧张的高度压力的城市生活形成了强烈
的对比。因此,乡村旅游受到越来越多的游客的喜爱。基于此,本文
尝试以莆田市采摘类乡村旅游景区为研究对象,在此基础上分析游客
满意度的影响因素。本文选取了在莆田采摘类乡村旅游发展中具有代
表性的景区进行研宄,在对相关文献进行系统地梳理的基础上,构建
概念化模型,并通过对到访乡村旅游景区的国内游客所进行的实证研
究,验证景区景观、景区环境、景区产品服务、景区服务态度、景区
管理和景区总体满意度之间的关系,以期能深入了解游客满意度的影
响因素,提高旅游服务质量,为推进莆田市乡村旅游可持续发展提供
一定引导

首先,本文以文献综述的理论作为研宄理论基础,并参考前人研
宄的结合莆田乡村旅游景区的特点,提出了莆田采摘类乡村旅游景区
游客满意度的概念以及莆田采摘类乡村旅游景区游客满意度影响因
素的模型和研宄假设

IV
采摘类乡村旅游景区游客满意度影响因素研宄一一以莆田市为例
其次,通过以莆田采摘类乡村旅游景区为研究对象,对莆田乡村
旅游景区的游客满意度状况进行实证调查。在本研宄中,为了验证游
客影响因素模型,先是编制了相关的调查问卷,采用信度分析和效度
分析的方法对问卷进行验证后,采用才问卷对莆田采摘类乡村旅游景
区的游客进行问卷调查,调查结果采用描述性分析、单因素分析、相
关分析和回归分析等

再次,在实证研宄中主要从采摘类乡村旅游景区游客满意度状况
以及影响游客满意度的关键因素这两个方面进行研究

本研宄通过调查实证研究得出以下结论:
1、游客对莆田市采摘类乡村旅游景区的总体满意度中,有8. 57%
的对景区非常满意,55. 58%的游客对景区的各方面表示“满意”,
总共有64. 15%的游客对景区各方面的表现满意。可见,莆田市采摘
类乡村旅游景区的总体满意度其仍有进一步提高的空间,而且有6-7
成的游客推荐或者重游的意愿,这使莆田市采摘类乡村旅游景区的推
广更加有信心

2、影响莆田市采摘类乡村旅游景区游客满意度的因素主要有两
大因素,一是景区客观因素,二是个体主观因素。景区客观因素包含
景区景观、景区环境、景区产品服务、景区服务态度和景区管理五个
因素

3、景区景观、景区环境、景区产品服务、景区服务态度和景区
管理的评价对游客总体满意度有显著性正向影响。回归分析结果显
示:景区因素对总体满意度的影响程度从大到小排为:景区景观、服
务态度、景区环境、景区管理、景区产品服务
4、性别、年龄、职业、受教育水平和收入水平等个体要素对景
区要素和总体满意度的评价都有不同程度的显著性正向影响

V
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关键词.乡村旅游景区;采摘类乡村旅游景区;游客满意度;影响因
素;指标体系;
VI
ABSTRACT
ABSTRACT
At present, with the development of society, people&39;s consumption
concept and lifestyle are changing gradually. Tourism has become a
necessity in people&39;s life. With the popular concept of tourism, level of
demand for travel and people are constantly changing, people not only
meet in the famous tourist attractions, also hope to have such natural way
of rural leisure and leisure tourism, visible, people&39;s demand of
diversified tourism become. Driven by the strong demand for tourism,
leisure tourism is not only a change in people&39;s lifestyle, but also a new
economic phenomenon. As a result, China&39;s tourism industry has
continued to develop, and began to enter the high demand, popular
development period. Rural tourism is the biggest advantage of its
original, which provides the most primitive natural light, the most
primitive life of the country, most of the original rural culture and so on,
the height of this invisible pressure and overcrowded highly stressful
life in the city to form a strong contrast. Therefore, rural tourism is more
and more popular among tourists. Based on this, this paper tries to
analyze the influencing factors of tourist satisfaction in Putian picking
leisure agricultural area from the supply side, that is, the perspective of
scenic spots. This article selects the representative in Putian in the
development of rural tourism scenic spot are studied, based on systematic
review of related literature, constructing the conceptual model, and
through empirical research on rural tourism scenic spot of domestic
tourists visiting the scenic spots, to validate the relationship between the
VII
ABSTRACT
landscape, scenic environment, scenic spots, products and services scenic
area scenic area management and service attitude, overall satisfaction, in
order to understand the influence factors of tourist satisfaction, improve
the quality of tourism services, to provide some guidance for promoting
the sustainable development of rural tourism in Putian.
First of all, based on literature review of the theory as the theoretical
basis of the research, and combined with the characteristics of Putian
rural tourism area of previous studies, put forward the concept of rural
tourism in Putian scenic tourist satisfaction and Putian rural tourism
scenic tourist satisfaction factors model and research hypothesis.
Secondly, through the empirical study of the tourist satisfaction
degree of Putian rural tourist attractions by taking the Putian picking type
leisure agricultural park as the research object. In this study, in order to
verify the influencing factors of tourists model, the first
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