石家庄学院学报
石傢莊學院學報
석가장학원학보
Journal of Shijiazhuang University
2015年
3期
65~70
,共null页
游客满意度 江苏 国内旅游市场营销 营销策略
遊客滿意度 江囌 國內旅遊市場營銷 營銷策略
유객만의도 강소 국내여유시장영소 영소책략
tourist satisfaction ; Jiangsu ; domestic tourism marketing; marketing strategy
以江苏省国内旅游市场为研究对象，通过构建游客满意度指标体系，测评出江苏省国内游客的满意度尚未达到满意水平，不同游客群体间的满意度存在一定差异，同时也找出了13项能影响游客满意度的显著因子。在此基础上，提出了江苏国内旅游市场的营销策略以期能达到巩固客源市场、凸显产品特色、拓宽销售渠道、优化旅游环境的目的。
以江囌省國內旅遊市場為研究對象，通過構建遊客滿意度指標體繫，測評齣江囌省國內遊客的滿意度尚未達到滿意水平，不同遊客群體間的滿意度存在一定差異，同時也找齣瞭13項能影響遊客滿意度的顯著因子。在此基礎上，提齣瞭江囌國內旅遊市場的營銷策略以期能達到鞏固客源市場、凸顯產品特色、拓寬銷售渠道、優化旅遊環境的目的。
이강소성국내여유시장위연구대상，통과구건유객만의도지표체계，측평출강소성국내유객적만의도상미체도만의수평，불동유객군체간적만의도존재일정차이，동시야조출료13항능영향유객만의도적현저인자。재차기출상，제출료강소국내여유시장적영소책략이기능체도공고객원시장、철현산품특색、탁관소수거도、우화여유배경적목적。
Based on the study on the domestic tourism market in Jiangsu Province,the paper builds the tourist satisfaction index system. The evaluation shows that the satisfaction of domestic tourists in Jiangsu Province has not yet reached a satisfactory level and the satisfaction among different groups of tourists is different. The paper identifies 13 factors that can significantly affect tourist satisfaction. On this basis,the paper presents some strategy of domestic tourism marketing in order to consolidate the tourist market,high-light the product features,expand the sales channels,and optimize the tourism environment.
