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| 中国雪乡游客满意度调查研究 摘 要 中国雪乡是我国冰雪旅游代表景区之一，在我国乃至全球的冰雪旅游领域都具备一定的影响力。但是近些年随着长春、沈阳等城市强化冰雪旅游的发展，中国雪乡逐渐面临着更加严峻的竞争环境。当今的游客对于旅游需求整体呈多元化复杂化的态势，人们更加注重旅游的品质，所以游客对于景点的满意度逐渐成为景区竞争发展主要决定因素。 基于此本研究针对中国雪乡进行了游客满意度调查，利用网络问卷与实体调查相结合的方式探讨了不同游客对于中国雪乡的满意度，进而了解雪乡目前的成就与不足之处。最后结合体验经济理论、顾客满意理论提出雪乡建设的软实力与硬件建设方面的意见，旨在提升中国雪乡的核心竞争力。 关键词：中国雪乡；游客满意度；问卷调查；服务软实力；硬件建设 ABSTRACT As one of the representative snow and ice tourism scenic spots in China, China Snow Township has a certain influence in the field of snow and ice tourism in China and even in the world. But in recent years, with Changchun, Shenyang and other cities strengthening the development of snow and ice tourism, China's snow towns are gradually facing a more severe competitive environment. Nowadays, tourists' overall demand for tourism is diversified and complicated, and people pay more attention to the quality of tourism. Therefore, tourists' satisfaction with scenic spots has gradually become the main determinant of the development of scenic spots' competition. Based on this, this study conducted a tourist satisfaction survey on China's Snow Counties, and explored the satisfaction of different tourists to China's Snow Counties through the combination of network questionnaire and physical survey, so as to understand the current achievements and shortcomings of the Snow Counties. Finally, combining the theory of experience economy and the theory of customer satisfaction, this paper puts forward some suggestions on the soft power and hardware construction of Xuexiang, aiming to enhance the core competitiveness of China's Xuexiang. Key words: Snow Township, China; Tourist satisfaction; Questionnaire survey; Service soft power; Hardware construction |
