旅游购物是旅游产业发展的重要组成部分，是影响游客旅游满意度的重要因素。本研究以国家5A级景区--常熟尚湖风景区为研究对象，对游客进行旅游购物项目的重要性和满意度感知调查，通过样本T检验发现有7个项目存在显著差异；运用IPA分析法将尚湖旅游购物项目游客感知现状划分为4个区域，发现有7个项目位于高重要性与低满意度区域。针对这一结果，尚湖风景区应该在旅游点空间布置、特色旅游产品开发以及旅游服务质量等方面加以改善，以提升游客景区购物满意度。%Tourism shopping is an important part of tourism industry development, and has a significant impact on tourist satisfaction. Taking the national 5A level scenic spot: Shang Lake Scenic Area as the research object, this paper conducts an investigation into importance and satisfaction degree of perceived tourism shopping project to tourists. By sample t-test, it has been found that there are significant differences in 7 projects. The tourists’per-ception of Shang Lake tourism shopping is divided into 4 regions through the IPA analysis method. The results show that seven projects are located in the region of high importance and low satisfaction. According to the results of this study, the Shang Lake scenic area should be improved to enhance the tourism shopping satisfaction in tour-ism space layout, the development of special tourism products and tourism service quality.
展开▼
