基于IPA方法的宜宾白酒文化旅游游客满意度研究

摘要

Questionnaire survey was conducted among the Yibin wine culture landscape area visitors, and the tourist perception was analyzed by using the method of the IPA law.The findings show that the satisfaction degree about key projects of Yibin liquor culture tourism factors is low.Recreational activities related to liquor culture, tourist souvenirs, sanitary conditions, and consultation and complaint status should be given more attention to for future tourism development.Therefore, wine culture themed tourism programs should be developed for facilitating tourists to have indepth-experience of the wine culture of Yibin region, so as to shape the tourist city with rich Chinese liquor cultural atmosphere, increase the construction of tourism infrastructure and service level.%对宜宾酒文化景观区游客进行问卷调查，运用IPA法分析游客对景区的感知度，结果显示：游客对宜宾白酒文化旅游关键项目因子满意度较低，其中白酒文化相关娱乐活动、旅游纪念品、景区卫生条件、投诉及咨询状况等是未来旅游开发应重点关注的因素。未来宜宾白酒文化旅游开发应打造白酒文化深度体验之旅，塑造白酒文化氛围浓郁的城市旅游环境，加强旅游基础服务设施和服务水平的建设力度。