影响灵山景区游客满意度的问题及对策分析
摘要; 近年来，被誉为“朝阳产业”的旅游业在国家的政策支持与鼓励下，旅游业在 GDP 中的比重越 来越高。随着人民群众收入的稳步增长，‘消费升级’理念逐步深入人心，外出游玩的人数日益增多，各 个景区之间的竞争也日益激烈。新时代下，游客对旅游品质的要求日益提高，所以对于旅游景区的管理企 业来说，游客的游玩体验以及对景区的满意程度会影响景区的长远发展，游客的满意度是经营旅游景区的 核心竞争力。为此，研究游客满意度存在的问题并制定相应的策略来提升游客的满意度就显得尤为重要。 对于旅游景区企业以游客满意度为经营战略导向、了解游客的遇到的‘痛点’和需求、提高景区的运营管 理和创新水平以及提升综合竞争力都具有十分重要的意义。 本文以无锡灵山景区为例，通过以前在灵山景区的工作经历和游客调查结果分析，探究影响灵山景区 游客满意度的问题，并分析了解问题的成因，最后提出解决这些问题的可行性建议。 关键词：无锡灵山景区；游客满意度 Problems and Analysis of Tourist Satisfaction in Wuxi Lingshan Scenic Spot Abstract: In recent years, with the support and encouragement of national policies, the proportion of tourism in GDP, which is known as a "sunrise industry", has been increasing. With the steady growth of people's income, the concept of "consumption upgrading" has been deeply rooted in people's hearts. The number of people going out for sightseeing is increasing day by day, and the competition among various scenic spots is becoming increasingly fierce. In the new era, tourists have increasingly higher requirements on the quality of tourism. Therefore, for the management enterprises of tourist scenic spots, the tourist experience and the satisfaction degree of tourists will affect the long-term development of the scenic spots. The satisfaction degree of tourists is the core competitiveness of operating tourist scenic spots. Therefore, it is particularly important to study the problems existing in tourists' satisfaction and formulate corresponding strategies to improve tourists' satisfaction. It is of great significance for tourism scenic spot enterprises to take tourists' satisfaction as the business strategy guidance, understand tourists' 'pain points' and needs, improve the operation management and innovation level of the scenic spot and enhance the comprehensive competitiveness. This paper takes wuxi lingshan scenic spot as an example, through previous work experience in lingshan scenic spot and analysis of tourist survey results, to explore the problems affecting lingshan scenic spot tourist satisfaction, and analyze the causes of the problems, and finally put forward feasible Suggestions to solve these problems. Key words: Wuxi lingshan scenic spot; Tourist satisfaction
目录 摘要、关键词................................................................................................................1
一、 无锡灵山景区简介..............................................................................................2
二、 灵山景区 SWOT 分析............................................................................................3
三、 游客满意度的意义..............................................................................................4
四、 灵山景区游客满意度调研结果分析..................................................................5
（一）调研方法.....................................................................................................5
（二）游客情况分析.............................................................................................6
（三）影响游客满意度的问题.............................................................................7
1.游客对景区门票、餐饮、纪念品价格的满意度不高.............................. 7
2.员工的服务态度和水平影响游客满意度.................................................. 8
3.景区内演出时间等各项提示不足影响游客满意度.................................. 8
4.景区内旅游资源整合不足影响游客满意度.............................................. 9
5.景区游客体验丰富度不高.......................................................................... 9
6.人性化服务不足影响游客满意度.............................................................. 9
五、灵山景区游客满意度提升建议............................................................................9
（一）调整灵山景区门票、餐饮及各类商品的定价 9
（二）提高员工的服务水平和态度 10
（三）景区应做好提示工作 11
（四）提高灵山景区旅游资源的整合力度 11
（五）景区应加大佛教文化的深入挖掘与旅游商品的开发 12
（六）优化景区服务，探索与“拈花湾”景区的联动效应 12
六、结论......................................................................................................................13
参考文献......................................................................................................................14
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[3]束盈. 旅游景区游客满意度研究[D]. 北京邮电大学, 2006.
[4]何调霞.基于服务质量的灵山景区旅游体验质量调查[J].安徽农业科学,2015,43(33):272-275.
