西安市东大温泉度假区游客满意度评价.pdf

EvaluationofTourist sSatisfactionDegreeof Dongda Hot Spring Resort Area in Xi an City TONG Qinxue1 YANG Rui2 1 Department of Economics and Management Xi an Art and Science University Xi an Shaanxi 710065 2 Department of Resource Environ ment and Tourism Xi an Art and Science University Xi an Shaanxi 710065 AbstractTourist s satisfaction degree is one of the important indexes to evaluate the service quality of scenic spot Taking Xi an Dongda Hot Spring Resort Area for an example with the expectation difference theory and customers satisfaction evaluation model as the theoretical basis of the research the overall satisfaction degree of tourists to hot spring resort area and the actual sensation accomplishments and the expectation difference of each service index were analyzed by using regression analysis and paired sample t test method The results showed The overall satisfaction degree of tourists to the resort area was higher There were remarkable correlation among three variables the sensation value the o verall satisfaction degree and the tourist s loyalty degree Generally the sensation actual accomplishments of 15 service appraisal factors were higher than the expectation value According to the characteristics these 15 service appraisal factors were divided into 5 groups Some unsatisfac tory aspects were found out and the corrective measures were put forward Key wordsHot Spring Resort Area Tourists satisfaction degree Expectation Sensation value Sensation actual accomplishments Received August 10 2009Accepted November 2 2009 Corresponding author E mail qinxuetong sina com Xi an Dongda Hot Spring Resort Area lies in Dongda Town which is located at the western side of Chang an District in Xi an City of Shaanxi Province The resort area is 32 km away from the urban center of Xi an City It is bordered by the northern foot of Qinling Mountains to its south and the central Shaanxi plain to its north There is an exceptional and beautiful rurality here Because of the geological fracture of the northern foot of Qinling Mountains the Dongda Hot Spring Resort Area becomes one of the abundant geothermal resources of the northern foot of Qinling Mountains The resort area covers a total area of about 15 km2 The rich geothermal resources in this area have many advantages shallow bury high water temperature a large volume of water self flowing and so on The metasilicate content of the spring water reaches or exceeds the concentration of mineral water and up to the national health care hot mineral water standards It has special effects to a variety of diseases At present there are 14 spring wells in the Dongda Hot Spring Resort Area with the water temperature of 45 84 C and the water yield of 40 108 t h In the near 20 years of development from 1990s Dongda Hot Spring Resort Area experiences the development process of prosperous steady and declining Various factors lead to the current non ideal operation effectiveness There fore this research is made to seek for some corrective meas ures and solutions 1Contents and purpose of the project Taking the Division and Evaluation of the Quality Grade in Scenic Area Spot GB T17775 2003 issued by National Tourism Administration in 2003 as the main reference frame 1 the tourists in Dongda Hot Spring Resort Area were randomly sampled for the investigation of satisfaction degree The survey contents include the following aspects To inspect the cur rent overall satisfaction degree of tourists in Dongda Hot Spring Resort Area Taking the overall satisfaction degree of tour ists as a center to study the relationship between the sensation value of tourists and the overall satisfaction degree and to study the relationship between satisfaction degree and loyalty degree recommendation willingness and revisit willingness To analyze tourists actual sensation expectant features and their differences with the help of expectation difference model according to tourists grading combined with tourists suggestions and opinions some guidance corrective measures are put forward 2Survey methods The on the spot interview and structural questionnaire were used to collect the source material The SPSS13 0 soft ware was used to make an analysis and conclusion of all the materials In June of 2008 a sample survey was made to the tourists who were in the Feng Garden Vacation Village of Dong da Hot Spring Area Hongfeng Villa Vacation Village Fishing Garden Vacation Village and Xianyang Airport Rest Home A total of 210 questionnaires were issued and 195 questionnaires were replied in which there were 180 valid questionnaires with an effective percentage of 91 79 2 1Questionnaire contentsThe contents of the question naire include three aspects The individual situation inclu ding the respondent s gender age occupation salary and his or her travelling purpose The evaluation of the overall satis faction degree of tourists sensation value and loyalty degree Likert type scale 4 5 grade was used in this part Aiming to the overall satisfaction degree of tourists the question is what Journal of Landscape Research 景观研究 2009 1 9 69 73Responsible editor Xia JingResponsible translator Li Pingping is your overall evaluation towards the Dongda Hot Spring Re sort Area 1 very not satisfied 5 very satisfied aiming to the sensation value of tourists the question is whether the charge of your vacation is reasonable 1 very not reasona ble 5 very reasonable aiming to the loyalty degree of tourists two questions are issued what is the possibility to again go back to Dongda Hot Spring Resort Area the revisit ratio 1 impossible 4 very possible what is the pos sibility to recommend the Dongda Hot Spring Resort Area to your friends recommendation rate 1 impossible 4 very possible In this part Likert type scale 5 was used to inspect the expectation and actual accomplishments The scores are from 1 to 5 A higher score indicates a higher evalu ation or expectation degree The selected 15 indexes mainly come from the previous papers about the research of service quality of scenic spots Combined with this survey the ob tained information is modified mainly reflected in the six travel ling elements eating living transportation travelling enter tainment shopping 2 4 3Results and analysis 3 1Questionnaire reliabilityQuestionnaire reliability refers to the degree of reliability of the evaluation of tourists satisfac tion degree 5 In Table 1 each variable Alpha coefficient is more than 0 7 The Alpha coefficients of the 15 quality evalua tion factors are all 0 846 the Alpha coefficient of loyalty degree is 0 759 And the Alpha coefficient of the overall measuring scale reaches 0 809 indicating that this questionnaire is of great inner reliability Table 1The comparison of the tourists expectation and perceived performance by paired sample test Index Perceived performance Mean Standard deviation Expectation Mean Standard deviation Mean difference P value Emergency facilities2 900 00 669 360 633 30 790 300 266 70 107 Monetary facilities2 872 20 651 862 844 40 810 700 027 80 445 Safety and sanitation of the hotel2 827 80 623 832 533 00 841 700 294 80 616 Shopping environment2 811 10 666 762 738 90 779 370 072 20 307 Convenient degree of transportation2 755 60 673 712 472 20 750 650 283 40 111 Food and beverage service2 727 80 650 142 327 80 796 860 400 00 029 Friendship degree of the surrounding residents2 700 00 659 272 611 10 807 710 088 90 035 Entertainment facilities2 672 20 667 112 538 90 800 590 133 30 099 Service attitude2 666 70 676 832 450 00 749 490 216 70 005 The recuperation and healthcare function of hot springs2 588 90 658 332 472 20 750 650 116 70 000 Rationality of cost2 505 60 728 492 366 70 824 890 138 90 000 Comfortable and beautiful environment2 433 30 717 692 111 10 731 490 322 20 002 Making people relaxed2 355 60 759 462 038 90 757 560 316 70 000 Good water quality of hot springs2 322 20 698 412 122 20 722 000 200 00 000 Extraordinary experiences2 205 60 781 762 011 10 747 350 194 50 000 3 2The overall satisfaction degree 3 2 1Frequency analysis From Fig 1 it can be seen that in the 180 samples the minimum value of the frequency of the overall satisfaction degree is 2 00 the maximum value is 5 00 the mean value is 3 544 and the standard deviation SD is 0 637 And therefore it can be concluded that the tourists has a higher evaluation of the overall satisfactory degree towards Dongda Hot Spring Resort Area with a satisfaction rate of 60 Fig 1The evaluation model of the satisfactory degree of tou sits 3 2 2Regression analysis According to the evaluation model of tourists satisfaction degree the following aspects are ana lyzed tourists sensation value therelationshipbetween tourists loyalty degree revisit ratio and recommendation rate and the overall satisfaction degree The tourists sensation val ue is used as an independent variable and the overall satisfac tory degree is used as an induced variable to make a simple re gression analysis The R2of the tourists sensation value and their overall satisfaction degree is 0 215 indicating that the sample data point presents a general goodness of fittest Ac cording to Beta value the related coefficient of sensation value and the overall satisfaction degree is 0 464 At a 95 confi dence level the significance of the regression equation coeffi cient is much higher P 0 000 indicating that the sensation value and the overall satisfactory degree has a greater rele vance and the tourists sensation value of Dongda Hot Spring Resort Area has some influences on the overall satisfaction de gree The regression coefficient analysis is made to the survey results t test in terms of the overall satisfaction degree and the loyalty degree revisit rate and recommendation rate And the results show that the R2value of the revisit rate and the o verall satisfactory degree is 0 223 and the R2value of the rec ommendation rate and the overall satisfactory degree is 0 202 indicating that the sample data point presents a general good ness of fittest The related coefficient t value of the revisit rate and the overall satisfactory is 7 157 and the related coeffi 07Journal of Landscape Research2009 cient t value of the recommendation rate and the overall sat isfactory is 6 708 At a 95 confidence level the significance of the regression equation coefficient is much higher P 0 000 indicating that the revisit rate and the overall satisfac tory degree and the recommendation rate and the overall sat isfactory degree have a greater positive correlation The R2val ue of the revisit rate and the recommendation rate is 0 375 in dicating that the sample data point presents a general goodness of fittest And the related coefficient t value of the revisit rate and the recommendation rate is 10 324 At a 95 confidence level the significance of the regression equation coefficient is much higher P 0 000 indicating that the revisit rate and the recommendation rate has a greater correlation According to the above mentioned results all the variables are standardized to establish a structural relation of the tourists satisfactiondegree of Dongda Hot Spring Resort Area Fig 2 Fig 2The structural relationship of the tourists satisfaction degree of Dongda Hot Spring Resort Area 3 3Paired sample t test comparison of tourists expecta tion and sensation accomplishmentThe paired sample t test is used The inspection results at a 95 confidence level are shown in Table 1 From the data in Table 1 it can be seen that the difference value between each service item s actual ac complishments and its expectation value is positive the food and beverage service P 0 029 the friendship degree of the surrounding residents P 0 035 service attitude P 0 005 the recuperation and healthcare function of hot spring P 0 000 the rationality of cost P 0 000 comfortable and beautiful environment P 0 002 making people relaxed P 0 000 good water quality of hot spring P 0 000 ex traordinary experiences P 0 000 The test values of these nine service items are far lower than those of a confidence lev el indicating that the tourists evaluation is obviously higher than the expectation value 6 According to the expectation difference model it can be concluded that the tourists actual accomplishment toward Dongda Hot spring Resort Area is re markably higher than the expectation value 4Discussions 4 1The overall satisfaction degreeThe overall satisfac tion degree is the very important reference index when tourists choose their travelling destinations 7 The mean value of tourists overall satisfaction degree to Dongda Hot Spring Re sort Area is 3 544 which shows that the tourists are generally satisfied with this resort area In general the tourists satisfac tion to the travelling products of Dongda Hot Spring Resort Area crucially enables it to become a leisure tourism destination for the residents of Xi an City And the overall satisfaction degree of tourists plays a vital part in their travelling and their selection of the scenic spots 4 2Results of the regression analysis of satisfaction de greeThe regression analysis results indicate that there is a strong positive correlation between the tourists sensational val ue and the overall satisfaction degree and the overall satisfac tion degree also has a significant relationship with the tourists loyalty degree the revisit rate and the recommended rate Meanwhile the revisit rate and the recommendation rate also have a positive correlation which shows that the higher the tourists sensation value is the better the overall satisfaction degree is while the overall satisfaction degree will influence tourists loyalty degree the revisit rate and the recommenda tion rate The higher the overall satisfaction degree is the higher revisit rate and recommendation rate are while the posi tive correlation exists between the revisit rate and the recom mendation rate which indicates that it has a higher possibility for tourists to re visit the Dongda Hot Spring Resort Area or recommend it to their friends The data shows that the tourists who think the travelling cost is reasonable account for 51 0 indicating that the tourists who will re visit Dongda Hot Spring Resort Area account for 92 2 and the tourists who will rec ommend it to their friends occupy a proportion of 91 7 which demonstrates that the general tourists are satisfied with all kinds of service items in this resort area and they have a higher satisfaction degree These tourists are very likely to be the re visiting customers and make a public praise for the Dongda Hot Spring Resort Area and therefore the resort area should pay much attention to the tourists satisfaction degree And the re sort area should create more economic and social benefits for themselves by innovating hot spring tourism products enhan cing the service and management quality providing high quality products and service so as to promote its popularity 4 3The difference between tourists expectation value and actual sensation valueBecause the difference value between the tourists actual sensation and expectation degree is positive the actual accomplishments of the tourists to the 15 service factors of Dongda Hot Spring Resort Area are all higher than the expectation value according to the expectation differ ence model Besides the tourists are mostly satisfied with the service quality of this resort area the 15 indexes are divided in to 5 groups compared with Table 1 according to the mean value of the sensation actual accomplishments and expectation value and their mean difference A group both the actual sensation value and the expectation value are higher and the expectation difference is great especially the first index mainly including the emergency facilities in Dongda Hot Spring Resort Area B group both the actual sensation value and the expec tation value are higher while the expectation difference is small including the indexes of 2 4 7 mainly reflected in the monetary facilities the shopping environment and the friend ship degree of the surrounding residents C group the actual sensation value is higher and the expectation value is low And the expectation difference is great including the indexes of 3 5 6 mainly reflected in the secure and sanitary accommoda tion in the hotel the convenient degree of the traffic and the canteen service D group both the actual sensation value and 17TONG Qin xue et al Evaluation of Tourist s Satisfaction Degree of Dongda Hot Spring Resort Area in Xi an City the expectation value are general and the expectation differ ence is not great including the indexes of 8 9 10 11 mainly reflected in the entertainment facilities the service attitude the rationality of the healthcare function of hot spring and the cost E group both the actual sensation value and the expectation value are low And the expectation difference is great inclu ding the indexes of 12 13 14 15 mainly reflected in the com fortable and beautiful environment making people relaxed the good water quality of hot spring and the extraordinary experi ential activities 8 From the groups it can be seen that in group E some as pects still requires great improvement mainly including the ac tivities of hot spring travelling the water quality and the tidi ness and beauty of the environment While in group D the fol lowing aspects demand a gradual perfection mainly including the cost of the resort area the exploitation and development of the hot spring s healthcare function the construction of the en tertainment facilities and the attitude of the service personal References 1 ZHU H LI F Study on the evaluation of tourist satisfaction in rural sites of leisure tourism a case study of Xingfumeilin of Sansheng Town Chengdu City J Journal of Guilin Institute of Tourism 2007 18 5 203 207 in Chinese 2 MA QF YANG XJ KANG JX An analysis on the expectation per ceived performance and satisfaction of inbound tourists in traditional tourist cities a case study of Xi an western tourists J Tourism Tribune 2006 21 30