基于游客满意度的江苏国内旅游市场营销研究

摘要

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。%AbstractBased 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.