为什么顾客满意度对旅游景区来说很重要

为什么顾客满意度对旅游景区来说很重要

（Why Customer satisfaction is important to tourism?）

Abstract:Based on the literature of tourist satisfaction from home and abroad since 1970s,this paper makes a detailed analysis on what customers satisfaction is;why

customer

satisfaction

is

important

to

attractions,sites

and

venues.Simultaneously,three cases are used to demonstrated the main idea of this paper.In the end,the author brings up a few comments on how to manage a visitor attraction triumphantly.

Key words :customers satisfaction ;service;tourism

20世纪70年代以来，随着市场竞争的加剧和顾客消费观念的转变，游客满意度(custom satisfaction)这一新型名词逐渐为业者和旅客所重视，并成为衡量一个景区优秀与否的关键性指标。Since the 1970s of the 20th century,as the market competition intensifies and customers' consumption concepts change,customer satisfaction--this new term,which operators and passengers pay more attention on,and become a key measure of a scenic spot whether the best indicator or not.

它直接影响着顾客对某一景区的初步感知（Preliminary perception），旅游意向（the intention of tourism）等等。

同时，各景区大多都以此为据，适时调整自身的营销策略（marketing strategy），提升服务质量（Quality of Service），改善景区环境等等。It has a direct impact on

customers to preliminary perception of scenic spots,the intention of Tourism ,etc.Meanwhile, various scenic spots are based on that and adjust their marketing strategies to enhance the quality of service as well as improve scenic environment.

因此，顾客满意度对于旅游景区的重要性是不言而喻（self-evident）的。本文将以多年来中外理论研究成果和实践经验为依据，对顾客满意度的概念，重要性以及成功案例等进行系统地分析和阐述。Therefore, the importance of customer satisfaction for tourism is self - evident.This article is based on theories of Chinese and foreign research achievements and experience over the years, the concept of customer satisfaction, and the importance of successful cases to conduct a systematic analysis and exposition.

如今，公认的顾客满意度的定义是Nowadays,the widely accepted definition of customer satisfaction is,

customer care is the totality of all the encounters between a supplier and a customer that together combine to enhance the value of the‘ offer ’to that customer.In other words, customer service is the result of the combined impact of all the points of contact between the firm and its customer.而对于顾客满意度的研究和争论却可以追溯到20世纪60年代早期。However,researches on customer satisfaction and disputes can be traced back to the Early in the 1960s of the 20th century.

卡迪佐(Cardozo R)、米勒(Miller J A)等探查了期望差异( Aspiration Tense)理论，

以及产品绩效（Product Performance）在顾客满意度形成过程中的作用，奠定了这一领域后来的研究基础①②。Cardozo R. Miller J A Miller explorate the theory of Aspiration Tense,and product performance in the formation process of customer satisfaction later laid a solid foundation in this area.

科查克（Kozak M）则总结了游客满意度研究的4种方法，分别是期望差异模型(expectation disconfirmation model)、差异绩效模型(discon—firmation—performance model)、重要性— 绩效分析(importance—performance model)和绩效方法(performance approach)③。Kozak M summarizes four research methods of cutomer satisfaction.

值得一提的是现今被广泛使用于饭店、航空公司、国家公园等的游客满意度测评中的SERVQUAL模型。这一模型由帕拉休曼（Parasuraman A）等提出④，后经其改进，由56因子（Factor）、22个测量量表（Measurement scale）所构成⑤。

而在测量的过程中，又产生了对于服务质量（service quality）的概念，即（an inference about the superiority of a product or service based on rational assessment of characteristics or attributes,or an affective judgement, an emotional response similar to an attitude.）。

What is worth mentioned is now widely applied in hotels, airlines, national parks and other tourist satisfaction evaluation SERVQUAL model.This model proposed by the Parasuraman A and some others proposed, after its improved, 56 factors and the 22 measure scale constitue the model.

众所周知，古镇旅游是我国旅游的一大特色，它以古朴的建筑风格，恬淡的生活基调，亲切的民风民俗吸引着国内外的游客。但并不是所有的古镇旅游都受到游客们的亲赖，以木渎古镇为例，由于其缺乏自身特色，无明确定位，宣传力度不够等等，导致其远不如乌镇，西塘那样为人所津津乐道（take delight in talking about）。

进而，为改善旅游状况，提升顾客满意度，木渎镇在多方面进行了探索和创新。例如，转变营销策略，推出优惠政策；深度挖掘吴越文化，打造休闲古镇等等，在环境，服务，活动等诸多方面力求完备，保证了服务质量。使得顾客满意度得到显著提升，旅游状况得到显著改善。

同样，美国麻省的Cape Cod海滨旅游地，以海滩、游憩机会、成本、好客度、餐饮设施、住宿设施、环境、商业化程度为立足点，不断发展完善，使之成为吸引游客来访的八大要素，顾客满意度屡创新高，成为美国经典海滩之一⑥。而深圳欢乐谷则是在公园环境、娱乐体验、游乐消费、公园服务、引导信息这五大影响主题公园（theme park）游客满意度的因素上下功夫，以消除顾客不满为目标，积极听取游客和专家的意见，及时调整服务与政策，使得欢乐谷的经营业绩在同行之中遥遥领先⑦。

由此可见，顾客满意度的确对旅游景区有着至关重要的作用，可以毫不夸张的说，顾客满意度的高低将是一个旅游景区兴衰与否的决定性因素。但我们应当清醒的意识到，其他因素的好坏同样对旅游景区有着不可忽视的影响力。所以在重视主要因素的同时，要不忘处理好次要因素，统筹兼顾，才能真正将一个景区保护好，管理好，发展好，才能真正称得上天下第一。

As we all know that the ancient town Tourism is a major feature of china's tourism, which ancient architectural style and nonchalant life theme and cordial

their folk culture attract domestic and overseas tourists. However, not all the ancient town tourism were interesting to tourists, take Mu Du ancient town as an example , because of its lack of its own characteristics, no specific location, insufficient publicity and so on, its far short of Wuzhen and Xitang which take delight in talking about. Further, in order to improve the tourism situation, improve customer satisfaction, Mu Du town explores and innovates in many aspects. For example, change marketing strategy to introduce preferential policies ; Deep Mining of Wu and Yue culture, creating leisure town and so on. Complete environment, services, activities and many other areas , ensure the quality of service. Customer Satisfaction increase significantly , travel situation improved significantly.

Similarly, the United States Cape Cod in Massachusetts beach resort, to the beach and recreation opportunity cost, hospitality and catering facilities, accommodation facilities, environment, business level for stand, and constantly developed, let it be the eight major factors that attract tourists visiting customer satisfaction reached new highs repeatedly It has became one of the classic beach in America. Shenzhen Happy Valley holds the park environment, entertainment experience, pleasure consumption, parks and guide the information as the five major factors and affecting takes efforts in they which affect the park tourist satisfaction, aimed at eliminating customer dissatisfaction. Listen to the views of tourists and experts actively, adjust services and policies in time, making the Happy Valley goes ahead in operating results .

Thus, customer satisfaction of tourism definitely have a pivotal role to scenic

spots. It is no exaggeration to say that the level of customer satisfaction will be a decisive factor for the rise and fall of scenic or not. But we should be soberly aware that other factors will have an important influence to the tourism areas as well. Therefore, when we are in great importance to the main factors, we shouldn't forget to deal with minor factor and should take all factors into consideration. After that, we can truly protect a scenic spot, manage, develop well and be truly be described as the best.