纪念馆游客满意度及其影响因素分析——以侵华日军南京大屠杀遇难同胞纪念馆为例

研究以侵华日军南京大屠杀遇难同胞纪念馆为例,采用因子分析法、配对样本t检验、IPA等定量方法研究纪念馆游客满意度及其主要影响因子。因子分析提取出影响纪念馆游客满意度的"资源特色"、"旅游产品组合"、"服务质量"、"环境设施条件"与"交通便利度"5个主要维度;20个影响因素满意度均值与重要性均值之差均为负值,配对样本T检验显著,目前纪念馆旅游产品供给与旅游者的体验需求存在显著差距。IPA分析表明,侵华日军南京大屠杀遇难同胞纪念馆整体设计有较高的艺术水准,保存有大量详实的战争遗迹和资料,是纪念馆的核心竞争力所在,应以更高的标准进行维护和建设;丰富旅游活动内容和配套多样化的展陈手段,有助于进一步提升游客的满意度;但更为迫切的是改善服务设施条件、提升纪念馆管理的人性化水平,提高服务质量和水平。

STUDY ON TOURISTS＇ SATISFACTION DEGREE AND INFLUENTIAL FACTORS TO THE MEMORIAL HALL： A CASE STUDY OF THE MEMORIAL HALL OF THE VICTIMS IN NANJING MASSACRE BY JAPANESE INVADERS

Memorial hall is an important kind of tourist destination, the effective analysis in an effort to find the major factors of tourists satisfaction degree is believed to promote the competitiveness of the memorial hall and local cultural industry. This paper, taking the memorial hall of the victims in Nanjing massacre by Japanese invaders as an example, employed the factor analysis method to explore the dimensions influencing tourists ＇ satisfaction degree, extract five dimensions are ＂ characteristics of resource＂, ＂series of tourism products＂, ＂service quality＂, ＂environment and facilities＂, ＂traffic condition＂ . Then, compared each factor＇s means of importance and satisfaction through paired-samples T test, results indicates that tourism experience provided by the memorial hall gaps can not meet tourists demand： IPA （Importance -Performance analysis ） shows that the memorial hall should advance its＇ service quality and design facilities for people immediately. The study method and analysis frame provides an reference to similar memorial halls for improving competitiveness and attractiveness.