地理科学 ›› 2013, Vol. 33 ›› Issue (7): 824-830.doi: 10.13249/j.cnki.sgs.2013.07.824

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基于游客满意度的客家文化旅游开发研究

俞万源(), 冯亚芬, 梁锦梅   

  1. 嘉应学院地理科学与旅游学院,广东 梅州 514015
    梅州市文化生态旅游研究会,广东 梅州 514021
  • 收稿日期:2012-10-14 修回日期:2013-03-16 出版日期:2013-07-20 发布日期:2013-07-20
  • 作者简介:

    作者简介:俞万源(1972-),男,广东平远人,硕士,副教授,注册城市规划师,主要从事区域规划与旅游发展研究。E-mail:yuyuwanyuan@163.com

  • 基金资助:
    广东省科技计划项目(2012B030900036)资助

Hakka Culture Tourism Development based on Tourist Satisfaction

Wan-yuan YU, Ya-fen FENG, Jin-mei LIANG   

  1. 1.College of Geographical Science and Tourism, Jiaying University, Meizhou, Guangdong 514015,China
    2. Culture and Eco-tourism Association in Meizhou, Meizhou, Guangdong 514021,China
  • Received:2012-10-14 Revised:2013-03-16 Online:2013-07-20 Published:2013-07-20

摘要:

以客家文化旅游为研究对象,运用游客满意理论,测评客家文化旅游的游客满意度,发现客家文化旅游游客满意度的显著影响因子,探讨基于游客满意度的客家文化旅游开发策略。结果表明,客家文化旅游游客总体满意度没有达到满意水平,不同游客群体满意度存在一定的差异,存在满意度显著影响因子。提出客家文化旅游开发的形象策略、市场策略、产品策略、环境策略、管理策略以提升客家文化旅游的形象价值、产品价值、环境价值和服务价值。

关键词: 游客满意度, 客家文化旅游, 开发策略

Abstract:

The Hakka culture tourism means using Hakka region's unique historical background and cultural and natural landscape to satisfy tourist cultural heritage and cultural experience tourism. Since the 21st century, the Hakka culture tourism is booming. But the Hakka culture tourism development needs theoretical guidance extremely. So it is an effective way to enhance the competitiveness of tourist attraction and tourist satisfaction measurement to understand and grasp the service needs of the tourism. In Hakka cultural tourism, as the research object, the theory of satisfaction is used to assess the evaluation of the tourist satisfaction. Studies show that: 1) The overall satisfaction degree of tourists is lower than satisfaction level. 2) There are some differences in the satisfaction between different tourist groups. 3) There are significant influence factors of satisfaction. Otherwise , the Hakka culture tourism has such problems as fuzzy image, narrow market, single product, lack characteristics, less service supervision and so on. Improving the visitors' understanding of Hakka culture, enriching Hakka culture tourism products, enhancing the cultural connotation of tourism products and optimizing the tourism environment are effective ways to enhance the satisfaction of Hakka culture tourism tourists. The article suggests: the Hakka culture tourism development should implement the image strategy, market strategy, product strategy, environment and management strategy to improve the image of the Hakka culture tourism value, the product value, environmental value and service value. Countermeasures include: 1) Strengthening the image theme, strengthening tourism promotion and image propagation, cultivating and promoting Hakka culture tourism brand image can enhance the value of Hakka culture tourism image.2) Developing non-Hakka tourist market, innovating mode of tourism marketing, widening the Hakka culture tourism marketing channels can expand the Hakka culture tourism market.3) Strengthening the characteristics and competitive products consciousness, enriching Hakka culture tourism products, improving the Hakka culture tourism product quality can improve the Hakka culture tourism products and service value.4) Strengthening the construction of infrastructure and ecological environment construction, enhancing the Hakka culture tourism environmental quality can enhance the Hakka culture tourism environment value.5) Strengthening the system construction, standardizing the trade management, establishing long-term mechanism to promote customer satisfaction can improve the Hakka culture tourism service value.

Key words: the tourists' satisfaction, Hakka cultural tourism, development strategy

中图分类号: 

  • F119.1