CAJ | 학술논문

运用 IPA 分析法，对西双版纳野象谷景区进行游客满意度调查，选取生态环境、服务态度、消费水平、旅游安全等11个变量因子，通过对游客发放调查问卷的方式，统计游客对野象谷景区各项指标的满意度和重要性。结果表明：人文景观、生态环境2个因子属于优势区，游客满意度较好；讲解服务、服务态度、旅游安全属于维持区，游客评价超过预期；餐饮购物、服务设施、消费水平属于改良区，有较大的提升空间；旅游交通、景区容量、景区卫生3个因子属于弱势区，是景区的主要劣势。通过分析野象谷景区管理存在的问题，提出相应的对策，以期提高景区游客满意度，增加景区吸引力，使景区可持续地健康发展。
운용 IPA 분석법，대서쌍판납야상곡경구진행유객만의도조사，선취생태배경、복무태도、소비수평、여유안전등11개변량인자，통과대유객발방조사문권적방식，통계유객대야상곡경구각항지표적만의도화중요성。결과표명：인문경관、생태배경2개인자속우우세구，유객만의도교호；강해복무、복무태도、여유안전속우유지구，유객평개초과예기；찬음구물、복무설시、소비수평속우개량구，유교대적제승공간；여유교통、경구용량、경구위생3개인자속우약세구，시경구적주요열세。통과분석야상곡경구관리존재적문제，제출상응적대책，이기제고경구유객만의도，증가경구흡인력，사경구가지속지건강발전。
This paper reported the tourist satisfaction survey in the wild elephant valley scenic area of Xishang banna based on IPA analysis method.By the way of questionnaires to visitors,11 variable factors such as ecological environment,service attitude,level of consumption,tourist safety and so on were extracted to survey tourists′satisfaction and importance for wild elephant valley.The results showed that visitors were more satisfied with good human landscape and ecological environment;therefore these 2 factors belong to advantage area.The in-terpretation service,service attitude and tourism safety belonged to maintain area,which tourists′evaluation was beyond what expected.Food shopping,service facilities and consumption was area for improvement,which still has plenty of room for improvement.Three factors of travel traffic,scenic capacity and sanitary were vulnerable area, which was the main disadvantage of the scenic spot.The paper also provided the solution to the problems involved in the management of the wild elephant valley scenic area to improve the satisfaction for tourists,increasing the at-traction to make the scenic spot sustainable development.