CAJ | 학술논문

根据美国顾客满意度指数模型，从游客体验、游客感知价值、游客满意度、游客忠诚度构建游客满意度结构方程模型，采用问卷调查的形式收集基础数据，对昆明游客特征和旅游特征进行了分析，并运用 A-MOS 对昆明游客满意度进行实证研究。研究结果表明：（1）结构模型：游客体验对游客感知价值、游客满意度对游客忠诚度、游客体验和游客感知价值对游客满意度均具有正面影响，并且游客体验对游客满意度的影响更大。（2）测量模型：服务质量、服务态度、景区基础设施对游客体验有着较大影响；总体评价是游客满意度的主要影响因子；推荐意愿是游客忠诚度的重要影响因子。
근거미국고객만의도지수모형，종유객체험、유객감지개치、유객만의도、유객충성도구건유객만의도결구방정모형，채용문권조사적형식수집기출수거，대곤명유객특정화여유특정진행료분석，병운용 A-MOS 대곤명유객만의도진행실증연구。연구결과표명：（1）결구모형：유객체험대유객감지개치、유객만의도대유객충성도、유객체험화유객감지개치대유객만의도균구유정면영향，병차유객체험대유객만의도적영향경대。（2）측량모형：복무질량、복무태도、경구기출설시대유객체험유착교대영향；총체평개시유객만의도적주요영향인자；추천의원시유객충성도적중요영향인자。
A structural equation model of tourist satisfaction is built through the following four as-pects:tourist experience,tourist perceived value,tourist satisfaction,tourist loyalty,and it is based on the American customer satisfaction index model.The characters of visitors and travel for Kunming are ana-lyzed base on questionnaire survey and the AMOS.Research shows the following aspects:firstly,for the structural model,there are positive influence on tourist experience to tourist perceived value,tourist satis-faction to tourist loyalty,tourist experience and tourist perceived value to tourist satisfaction.Among them,tourist experience plays a more important role on tourist satisfaction.Secondly,for the measure-ment model,service quality,service attitude,and the scenic area of infrastructure have a great influence on tourist experience.The overall evaluation is the main factor of tourist satisfaction;recommendation in-tention is the important factor of tourist loyalty.