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从旅游业各组成要素的角度,运用灰色综合关联度分析法以及满意度四分图模型对影响新疆国内游客综合满意度的主导因子及其影响力的大小进行了探讨。研究结果表明,各因子对综合满意度的影响程度存在明显差别,可分为三个层次:长途交通、景区游览的满意度与综合满意度的关联度最高,在0.9以上,是目前影响新疆国内游客综合满意度的关键因子;购物和导游是主要因子,关联度在0.8以上;而娱乐、餐饮和住宿的关联度最低,是次要因子。因此,今后应把重点放在各类交通的发展和景区的建设和提高上。处于提升区的购物和导游是目前新疆旅游业发展急待改进的因子,也是新疆国内游客满意度提高的关键所在,要加大对这两方面的投入,争取在短时间内提高服务水平,改善购物环境,以扩大国内旅游客源市场份额。
From the perspectives of the various elements of tourism industry, this paper discusses the dominant factors influencing the comprehensive satisfaction of domestic tourists in Xinjiang and their influence by using gray comprehensive relevancy degree analysis and satisfaction quartile graph model. The results show that there are significant differences in the degree of impact on the overall satisfaction of each factor, which can be divided into three levels: long-distance traffic, scenic spots satisfaction and comprehensive satisfaction degree of the highest, above 0.9, is currently affecting domestic The key factor of comprehensive tourist satisfaction; shopping and tour guides are the main factors, the correlation is above 0.8; while the entertainment, catering and accommodation are the lowest, which is the secondary factor. Therefore, the future should focus on the development of all kinds of traffic and the construction and improvement of scenic spots. The shopping and tour guides in the upgrade area are the factors urgently needed for the development of tourism in Xinjiang and the key to the improvement of domestic tourist satisfaction in Xinjiang. We should increase the investment in these two aspects and strive to improve the service level and improve in a short period of time Shopping environment, in order to expand the domestic tourist market share.