文化类景区南京牛首山游客体验满意度研究
本文采用了理论研究与实证研究的方式对南京牛首山景区的游客体验满意度进行研究，通过设计问卷的方法进行调查。本文中将影响景区游客体验满意度的因素分为了景区自身的硬件设施以及景区的服务两个方面来进行分析，根据调查结果运用EXCEL等软件来计算得出游客的满意度，最终得出游客整体对于景区服务方面的满意度高于景区硬件方面的满意度。就具体的每一项因素而言，景区在硬件设施方面，交通及公共设施因素和景区景区餐饮及购物因素游客的满意度是最低的；在景区服务方面，员工的仪容仪表及服饰和员工服务态度与语言这两个因素方面游客满意度是最高的。在对问卷进行数据分析之后总结发现目前景区存在的影响游客满意度的一些问题，并提出改进策略来提高景区的游客满意度；最后，论文指出了创新与不足，并对景区游客满意度研究做了进一步展望。
毕业论文关键字：文化类景区；游客满意度；南京牛首山
ABSTRACT
Under the Under the background of the tourism experience,with the improvement of people consumption level,the original tourism way already can not meet the needs of travelers,culture tourism scenic area began to get very big development,tourist demand for these cultural scenic tour experience also gradually strengthened.
In this paper,with the method of theoretical research and empirical research on nanjing first the tourists experience satisfaction study of mountain area,by designing the questionnaire method to investigate.This article will affect scenic tourist experience satisfaction factors into the scenic spot's own service two aspects of hardware facilities and the scenic area is analyzed,according to the survey results calculated by use of EXCEL software,such as to tourist satisfaction,finally it is concluded that the satisfaction of overall service for scenic spot is higher than the hardware aspect of the satisfaction of the scenic spot.In terms of each factor of concrete,the scenic spot in terms of hardware facilities,transportation and public facilities and scenic area scenic area catering and shopping factors of tourists satisfaction is the lowest;In the scenic spot service,staff grooming and clothing and staff service attitude and language of these two factors of tourists satisfaction is the highest.After the questionnaire data analysis concluded that the impact of the existence of the scenic area tourist satisfaction of some of the problems,and put forward improving strategies to improve the scenic area tourist satisfaction;Finally,the paper points out the innovation and deficiency,and has made the further research on scenic tourist satisfaction.
Key words: cultural scenic area;tourist satisfaction;Nanjing Niushoushan
目 录
第一章 绪 论 1
1.1研究背景 1
1.2研究意义 1
1.2.1理论意义 1
1.2.2实践意义 1
1.3研究内容 1
1.4技术路线 2
1.5研究方法 2
1.5.1文献资料法 2
1.5.2问卷调查法 3
1.5.3数据统计法 3
1.5.4总结归纳法 3
第二章 相关概念及理论基础 4
2.1相关概念 4
2.1.1文化类景区 4
2.1.2旅游体验 4
2.1.3游客满意度 4
2.2国内外研究现状 5
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