摘要
属性绩效与满意度间为非对称关系的理论假设为已经相对停滞的游客满意度研究指明了细化及延伸发展的方向。文章在指出满意度评价中传统回归分析线性假设不足的基础上,选取较为典型的历史文化型主题景区,以虚拟变量回归检验属性绩效对游客总体满意度影响的非对称效应。实证结果显示,就历史文化型主题景区而言,仅有景观环境和景区体验与游客总体满意间为线性的对称关系,而其余5个属性对满意度的影响均存在非对称效应(娱乐活动、服务设施和主题展现发挥负向非对称影响,服务质量和消费价格则具有正向非对称效应)。故提升游客总体满意度策略的重点在于属性绩效的合理优化,而非一律简单最大化。文章最后提出了历史文化型主题景区游客满意度三因素结构模型,并讨论了促进满意度提升所应采取的属性绩效管理优先顺序。
Themed scenic spots, as a new extension of theme parks, have been developed fast in China these years. Having attracted numerous investment, themed scenic spots saw a large increase in number and scale but suffer from low profit. To improve the situation, it is very necessary to evaluate tourist satisfaction more scientifically and reasonably. Traditionally, multiple regression models are used to identify key destination attributes which the destination authorities should invest in to strengthen tourist overall satisfaction. The underlying assumption of multiple regression models is that there is linear and symmetric relationship between attribute-level performance and overall satisfaction. However, this assumption is problematic. Recently, the asymmetric relationships between attribute-level and overall customer satisfaction and the classification of product or service attributes in terms of these relationships have been revealed in many research areas, and some studies have focused on tourism- related phenomena. But the number of studies relating to the attribute-level performance of themed scenic spots and their influences on overall tourist satisfaction is limited. The theoretical assumption of asymmetric relationships between attribute-level performance and satisfaction shows the direction of refinement and extension of the relatively stagnant tourist satisfaction research. As the use of linear assumption in satisfaction evaluation is questioned, this paper, taking typical historical and cultural themed scenic spots （including Tang Paradise in Xi＇ an, Song Dynasty Town in Hangzhou, Lingshan in Wuxi and Mystical Yancheng Chun-Qiu Dream in Changzhou） as examples, examines the asymmetric effects of attribute-level performance on tourist overall satisfaction using dummy variable regression. The empirical results mainly include four aspects： （1） The attributes of historical and cultural themed scenic spots are divided into 7 dimensions, including landscape environment, entertainment activities, experience in scenic spots, service facilities, service quality, theme display and consumption prices. （2） For historical and cultural themed scenic spots, the asymmetric effect of attribute-level performance on tourist overall satisfaction is confirmed, and the asymmetrical effect is not equivalent for each attribute. Only the effect of two attributes, landscape environment and experience in scenic spots, on tourist satisfaction is linear and symmetric, and these two attributes are classified as performance factors of tourist overall satisfaction. Three attributes, entertainment activities, service facilities and theme display, have showed negative asymmetric effect and they belong to basic factors. One attribute, service quality, has exhibited positive asymmetric effect on tourist satisfaction and it is excitement factors. Besides, consumption prices also should be classified as basic factors actually. have positive asymmetric effect, but this attribute （3） The paper proposes a three-factor structure model of tourist satisfaction for historical and cultural themed scenic spots. This model not only includes the relationships between the attribute-level performance of themed scenic spots and tourist satisfaction, but also reveals the corresponding levels of tourist demand of each attribute and the market significance of each attribute. Entertainment activities, service facilities, theme display and consumption prices, which are entirely expected by tourists and are tourists＇ minimum requirements for such scenic spot marketing, establish a market entry ＂threshold＂. Landscape environment and experience in scenic spots are directly connected to tourists＇ explicit needs and desires, and a themed scenic spot should be competitive with regard to these two attributes. Service quality is unexpected and may surprise the tourists, so this attribute is the origin of competitive advantage for themed scenic spots in the future. Finally, the landscape environment performance must be maintained and improved as much as possible to ensure the core competitiveness of scenic spots. All in all, the focal points of enhancing tourist overall satisfaction is that attribute-level performances should be optimized, not simply maximized.
出处
《旅游学刊》
CSSCI
2014年第9期44-59,共16页
Tourism Tribune
基金
国家自然科学基金(41271157
41271158)
国家旅游局旅游业青年专家培养计划(TYETP201343)
陕西师范大学研究生培养创新基金项目(2012CXB006)
历史文化型主题景区调查研究项目资助~~
关键词
非对称效应
满意度因素结构
游客满意度
属性绩效
主题景区
asymmetric effect
factor structure of satisfaction
tourist satisfaction
attribute-level performance
themed scenic spots
