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游客满意度是衡量旅游景区经营与管理成败的关键,为了解游客对福建宁德世界地质公园白水洋景区旅游产品和服务的满意程度,以便为该景区的健康发展提供决策参考,根据对457位到访游客的问卷调查,利用层次分析和模糊综合评判相结合的方法对该景区的游客满意度进行实证分析。结果表明,游客对该景区总体评价为基本满意,游客对各因素的满意程度从高到低依次为:资源、娱乐、食物、购物、交通、服务、住宿。研究认为,目前影响游客满意度的最主要限制性因子是住宿条件、服务质量和交通的便捷性,因而促进宾馆等住宿设施投入、提高服务水平、加强景区交通建设是当前景区面临的首要任务。
Visitor satisfaction is the key to the success or failure of the management and operation of tourist attractions. In order to understand the tourists’ satisfaction with tourism products and services in the scenic area of Ninghai, Ningde, Fujian Province, in order to provide a reference for the healthy development of the scenic spots, Visitors to the questionnaire survey, the use of analytic hierarchy process and fuzzy comprehensive evaluation of a combination of methods for tourist attractions in the area of empirical analysis. The results show that tourists are generally satisfied with the overall evaluation of the scenic spots. The tourists’ satisfaction with the factors from high to low is: resources, entertainment, food, shopping, transportation, service and accommodation. According to the research, the most restrictive factors that affect the satisfaction of tourists are accommodation, service quality and traffic convenience. Therefore, it is imperative to promote hotel and other accommodation facilities, improve service level and strengthen traffic construction in scenic areas.