游客与居民休闲满意度指数测评与比较——以北京市为例

doi:10.18402/resci.2019.05.13

摘要/Abstract

摘要：

随着城市休闲化发展渐成趋势,休闲满意度日益成为衡量城市发展潜力的重要内容。本文将美国顾客满意度模型（ACSI）的概念框架应用于城市休闲满意度研究。通过重新梳理城市休闲要素,构建了城市休闲满意度测评指标体系,并基于北京市休闲满意度调查数据,运用基于均方差的客观赋权法及IPA法对游客、居民两大休闲主体的城市休闲满意度水平、机理及其影响因素进行综合性测评与对比分析。研究结果如下：①北京市游客休闲满意度指数为3.9016,居民休闲满意度指数为3.6616,仍具有较大的提升空间。②休闲感知质量是影响休闲满意度的主要准则层因素,食购娱休闲活动、休闲服务水平因素对休闲满意度具有显著影响,空气质量、气候舒适度、不推荐、向他人抱怨、向有关部门投诉等指标均对休闲满意度解释力较大,休闲消费性价比、休闲消费物超所值均较为重要。③游客与居民休闲满意度存在一定的差异：居民认为城市休闲氛围、人员服务水平、交通便利程度会显著影响满意度,对休闲体验总体满意度、休闲实际体验休闲感知与理想的差异、再次休闲意愿等评价较低;而游客更为关注城市的旅游设施与服务以及城市休闲环境氛围,对城市旅游景观质量、休闲活动体验预期评价较低。本文有助于构建城市休闲满意度测评模型,为提升城市休闲体验质量提供依据。

关键词: 休闲满意度, 游客满意度, 城市休闲, ACSI模型, 北京市

Abstract:

This study followed the conceptual framework of the American Customer Satisfaction Index (ACSI) and applied it to urban leisure satisfaction research. The urban leisure elements were reorganized, and an improved system of urban leisure satisfaction evaluation index system was established for the study area. Based on the survey data of leisure satisfaction of tourists and residents in Beijing, objective weighting based on mean square error and interpretative phenomenological analysis (IPA) methods was used to analyze the leisure satisfaction level, mechanism, and influencing factors for tourists and residents. The results were compared to comprehensively understand the perception of urban leisure experience of different leisure subjects in order to provide a basis for improving urban leisure satisfaction. The results are as follows: (1) The leisure satisfaction index value of Beijing tourists was 3.9016, and the leisure satisfaction index value of residents was 3.6616, which is slightly lower than that of tourists but both are at a medium to high level of satisfaction and still have room for improvement. (2) Perceived quality of leisure activities was the main influencing factor of leisure satisfaction. Food and beverage, entertainment and leisure activities, and leisure service level had a significant impact. Air quality, climate comfort, less recommendation to others, complaints to others, and complaints to related government authorities all affected leisure satisfaction. Leisure consumption price and leisure consumption goods with excellent value for money were relatively important. (3) There was a certain difference in leisure satisfaction between tourists and residents. The resident samples believed that urban leisure atmosphere, service level and support of personnel, and transportation convenience also significantly affect satisfaction. Residents showed lower overall satisfaction with leisure experience, worse actual experience of leisure compared to previous and ideal leisure experiences, and lower willingness to consume again. Visitors paid more attention to the city's tourism facilities and services as well as urban leisure atmosphere, and their evaluation of the importance of urban tourism landscape quality and leisure activities was low. This study constructed a model of urban leisure satisfaction assessment, which may provide a basis for improving the quality of urban leisure experience.

Key words: leisure satisfaction, tourist satisfaction, urban leisure, ACSI model, Beijing

吕宁, 吴新芳, 韩霄, 赵亚茹. 游客与居民休闲满意度指数测评与比较——以北京市为例[J]. 资源科学, 2019, 41(5): 967-979.

Ning LYU, Xinfang WU, Xiao HAN, Yaru ZHAO. Evaluation and comparison of tourists and residents’ urban leisure satisfaction:Taking Beijing as an example[J]. Resources Science, 2019, 41(5): 967-979.

图/表 6

图1

表1

城市休闲满意度测评指标体系"

目标层	准则层	因素层	指标层	游客	居民
城市休闲满意度	休闲期望（0.064 9）[0.071 1]	休闲活动体验期望（0.064 9）[0.071 1]	休闲活动体验总体期望度	0.021 2	0.023 2
			休闲服务质量期望度	0.022 0	0.023 9
			休闲活动满足需求期望度	0.021 7	0.023 9
	休闲感知质量（0.627 9）[0.616 5]	旅游景观质量（0.081 0）[0.092 4]	旅游景观美感	0.020 8	0.023 2
			旅游景观特色	0.019 8	0.022 8
			旅游景观丰富	0.020 9	0.023 1
			旅游景观文化价值	0.019 5	0.023 4
		食购娱休闲活动（0.206 4）[0.186 8]	休闲娱乐活动丰富	0.023 4	0.023 7
			休闲娱乐场所众多	0.023 8	0.023 2
			城市休闲氛围浓厚	0.024 9	0.026 7
			住宿设施条件	0.025 0	-
			餐饮特色	0.021 8	0.022 7
			餐饮环境卫生	0.022 1	0.023 1
			餐饮品种丰富	0.022 5	0.022 6
			商品种类	0.021 0	0.021 8
			商品特色	0.021 9	0.023 2
		休闲服务水平（0.137 4）[0.124 2]	旅游咨询服务	0.023 1	0.024 3
			旅游投诉服务	0.024 6	0.025 3
			旅游信息服务	0.022 0	0.024 9
			解说标识标牌	0.022 1	0.023 5
			人员服务水平	0.023 4	0.026 2
			居民友好程度	0.022 3	-
		城市基础设施（0.091 9）[0.099 9]	公共厕所设施完善程度	0.025 3	0.025 7
			城市治安	0.020 4	0.023 3
			交通便利程度	0.022 1	0.026 1
			休息设施完善程度	0.024 0	0.024 9
		城市自然环境（0.111 2）[0.113 3]	环境卫生	0.024 0	0.025 5
			植被绿化	0.025 4	0.025 7
			空气质量	0.030 8	0.031 8
			气候舒适度	0.031 0	0.030 3
	休闲感知价值（0.080 1）[0.113 3]	休闲感知价值（0.080 1）[0.079 7]	休闲消费物超所值	0.026 1	0.026 8
			休闲消费性价比	0.027 0	0.026 9
			休闲消费价格合理度	0.027 0	0.026 0
	休闲满意（0.097 0）[0.095 7]	休闲总体满意度（0.023 7）[0.022 8]	休闲体验总体满意度	0.023 7	0.022 8
		休闲感知与期望的差异（0.024 2）[0.023 6]	休闲感知与期望的差异	0.024 2	0.023 6
		休闲感知与理想的差异（0.023 8）[0.024 3]	休闲感知与理想的差异	0.023 8	0.024 3
		休闲感知与同类城市的差异（0.025 2）[0.025 0]	休闲感知与同类城市的差异	0.025 2	0.025 0
	休闲忠诚（0.047 9）[0.049 6]	再次休闲意愿（0.023 6）[0.022 3]	再次休闲意愿	0.023 6	0.022 3
	休闲忠诚（0.047 9）[0.049 6]	推荐意愿（0.024 3）[0.027 3]	推荐意愿	0.024 3	0.027 3
	休闲抱怨（0.082 2）[0.087 4]	向他人抱怨（0.027 9）[0.029 1]	向他人抱怨	0.027 9	0.029 1
		不推荐（0.027 2）[0.029 2]	不推荐	0.027 2	0.029 2
		向有关部门投诉（0.027 1）[0.029 1]	向有关部门投诉	0.027 1	0.029 1

表1

表2

表3

游客与居民休闲满意度指数"

目标层	准则层	因素层	序号	序号	指标层	游客休闲满意度指数	居民休闲满意度指数
城市休闲满意度	休闲期望	休闲活动体验期望	1	1	休闲活动体总体期望度	0.085 4	0.088 2
			2	2	休闲服务质量期望度	0.087 9	0.090 4
			3	3	休闲活动满足需求期望度	0.086 9	0.091 5
	休闲感知质量	旅游景观质量	4	4	旅游景观美感	0.086 9	0.090 4
			5	5	旅游景观特色	0.084 1	0.087 7
			6	6	旅游景观丰富	0.088 6	0.089 5
			7	7	旅游景观文化价值	0.084 8	0.092 9
		食购娱休闲活动	8	8	休闲娱乐活动丰富	0.096 0	0.090 9
			9	9	休闲娱乐场所众多	0.096 7	0.089 4
			10	10	城市休闲氛围浓厚	0.098 8	0.097 2
			11	-	住宿设施条件	0.097 2	0.086 4
			12	11	餐饮特色	0.087 0	0.088 0
			13	12	餐饮环境卫生	0.087 3	0.088 0
			14	13	餐饮品种丰富度	0.091 9	0.087 3
			15	14	商品种类	0.087 3	0.088 9
			16	15	商品特色	0.089 4	0.090 9
		休闲服务水平	17	16	旅游咨询服务	0.091 6	0.087 5
			18	17	旅游信息服务	0.087 8	0.091 5
			19	18	解说标识标牌	0.088 0	0.085 3
			20	19	旅游投诉服务	0.093 5	0.084 6
			21	20	人员服务水平	0.091 0	0.093 5
			22	-	居民友好程度	0.088 1	-
		城市基础设施	23	21	城市治安	0.086 1	0.090 3
			24	22	公共厕所设施完善程度	0.097 9	0.093 5
			25	23	交通便利程度	0.091 6	0.101 0
			26	24	休息设施完善程度	0.093 6	0.090 8
		城市自然环境	27	25	环境卫生	0.093 7	0.094 3
			28	26	植被绿化	0.099 2	0.094 4
			29	27	空气质量	0.105 0	0.096 7
			30	28	气候舒适度	0.107 6	0.100 1
	休闲感知价值	休闲感知价值	31	29	休闲消费物超所值	0.087 1	0.087 3
			32	30	休闲消费性价比	0.093 4	0.088 2
			33	31	休闲消费价格合理度	0.093 8	0.085 7
	休闲满意	休闲总体满意度	34	32	休闲体验总体满意度	0.089 0	0.082 1
		休闲感知与期望的差异	35	33	休闲感知与期望的差异	0.090 1	0.082 7
		休闲感知与理想的差异	36	34	休闲感知与理想的差异	0.087 6	0.084 3
		休闲感知与同类城市的差异	37	35	休闲感知与同类城市的差异	0.093 1	0.089 7
	休闲忠诚	再次休闲意愿	38	36	再次休闲意愿	0.091 7	0.083 8
	休闲忠诚	推荐意愿	39	37	向他人推荐	0.094 3	0.099 1
	休闲抱怨	向他人抱怨	40	38	向他人抱怨	0.109 8	0.106 8
		不推荐	41	39	不推荐	0.109 3	0.109 9
		向有关部门投诉	42	40	向有关部门投诉	0.111 8	0.111 4

表3

图2

图3

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基本属性	分类	居民构成/%	游客构成/%	基本属性	分类	居民构成/%	游客构成/%
性别	男	49.2	49.9	婚姻状况	未婚	47.4	40.6
性别	女	50.8	50.1		已婚	50.3	56.0
年龄	≤ 18	3.5	4.8		其他	2.3	3.4
	19-25	28.9	30.0	文化程度	初中及以下	7.7	9.5
	26-35	28.7	26.0		高中/中专/技校	18.4	21.0
	36-45	18.6	20.5		大学专/本科	47.6	45.3
	46-60	13.1	12.9		研究生及以上	26.3	24.2
	≥ 61	7.3	5.8	月收入	≤ 3000	21.9	21.3
职业	学生	15.1	15.5	月收入	3001~5000	16.8	21.3
	普通企业员工	8.8	24.0	5001~8000		24.5	28.1
	企事业管理人员	2.7	11.2	8001~10000		13.0	17.8
	事业单位员工	24.9	11.4	10001~15000		10.6	7.1
	公务员	4.2	5.0	≥ 15001		13.2	4.4
	教育卫生科研人员	18.7	7.0	是否从事旅游休闲相关工作	是	15.4	—
	个体劳动者	2.9	5.3	是否从事旅游休闲相关工作	否	84.6	—
	自由职业者	5.0	5.8	居住时间	1~3	22.1	—
	下岗或待业	2.6	1.3		4~5	11.8	—
	离退休人员	11.9	10.2		6~10	11.6	—
	其他	3.2	3.3		11~15	8.5	—
					16~20	6.3	—
					≥ 21	39.7	—