摘  要:中国人民解放军海军诞生地纪念馆作为泰州的红色旅游地，是泰州红色旅游景区的主干部分。目前，海纪馆的旅游发展虽然已慢慢打响旗号，但是仍然存在诸多不足，如交通通达度不高，保护力度不够，知名度低，产品结构单一，旅游服务设施不足，红色旅游资源整合度不高等。因此，本文从游客感知角度出发，利用IPA分析法进行深入调查及定量分析，从游客对海纪馆各方面的重要性和满意度评价的研究当中，获取海纪馆当前需要改进方面的相关信息，并且提出相应的改善措施，如提供旅游快速通道、加大宣传力度、完善旅游服务设施、提高服务人员整体素质、增加旅游体验项目，以提升海纪馆的游客满意度，推动海纪馆旅游进一步发展，为泰州其他红色旅游景点提供参考。

关键词：海纪馆；游客满意度；IPA分析法；红色旅游

A Study on Tourist Satisfaction Assessment and Improving Strategies of Red Tourist Attraction 

Abstract:The Chinese People's Liberation Army Navy Birthplace Memorial Hall as the classic red tourist destination, is the main part of red scenic spot in Taizhou. At present, although the development of the museum has slowly begun to flag, there are still many deficiencies, such as the lack of access to traffic, insufficient protection, low visibility, a single product structure, inadequate tourism services, the lack of integration of red tourism resources and so on. Therefore, from the perspective of tourists perception, this article uses IPA analysis method to carry on thorough investigation and the quantitative analysis, which aims to obtain the related information and propose the corresponding improvement measures, such as providing the traveling fast channel, increasing the publicity, improving the related facilities, improving the overall quality of service personnel, increasing tourism experience items, etc., so as to enhance the tourist satisfaction of the museum, promote the further development of the museum.

Key Words: Haiji Museum;  Visitor Satisfaction;  IPA Analysis;  Red Tourism 

目  录

摘 要 I

Abstract II

目 录 III

一、引言 1

二、国内外文献综述 1

（一）红色旅游景区游客满意度综述 1

（二）IPA分析法综述 2

三、海纪馆游客满意度评价实证研究 3

（一）案例地概况 3

（二）问卷设计 3

（三）数据收集 3

四、海纪馆游客满意度评价研究结论 3

（一）游客人口统计学特征分析 3

（二）游客旅游基本特征分析 5

（三）海纪馆景区IPA重要性—满意度分析 7

五、海纪馆游客满意度提升策略研究 11

（一）努力提升优势区的满意因素 11

（二）继续维持保持区的积极因素 11

（三）积极开发改进区的潜力因素 12

（四）注重完善弱势区的不利因素 12

参考文献