基于游客滿意度的東北溫泉旅游營銷策略研究.pdf

1、沈陽師范大學碩士學位論文基于游客滿意度的東北溫泉旅游營銷策略研究姓名：法義濱申請學位級別：碩士專業(yè)：旅游管理指導教師：毛金鳳20090501IIStudy on Marketing Strategy of the Hot Spring Tour in the Northeast with Visitor Satisfaction Abstract The hot spring tour regards experiencing the

2、 culture of spring, realizing the sprint of hot spring as the theme, in the form of enjoying the health care of hot spring, lies fallow, spending holidays for the travel of the purposing. It has a history at home and abr

3、oad, and be part of modern leisure tourism. The hot spring tour of the Northeast suburbs is placed on the fast developing and exploring stage. The study on the visitor satisfaction of the hot spring tour of the Northeast

4、 is of profound theoretical and practical significance. Presently, the study on the hot spring tour in China just relate to the qualitative analysis and description mainly in Tourism Planning and Development, which lack

5、of quantitative analysis on tourist satisfaction and marketing strategy. In this background, this study adopts various methods such as questionnaire investigation, field work, etc, by SPSS15.0. The thesis has carried on

6、systematic study on the visitor satisfaction theory, measuring technique and statistics analysis of the hot spring tour in the Northeast, which offer the method and strategy for the management of the hot spring tour. Bas

7、ed on a systematic review of the latest achievements on the study of visitor satisfaction in the hot spring tour, the thesis draw up a tourist satisfaction model for the hot spring tour of the Northeast. Then draw up the

8、 tourist satisfaction measurement index system for the hot spring tour of the Northeast and official questionnaire formed. Then, used the questionnaire apply Factor Analysis to conclude new three sub-themes: environment,

9、 product, service and apply Reliability Analysis to test the reliability of the questionnaire Next, based upon the tourist satisfaction measurement index system, we do song tests to three sub-themes, Demographic variable

10、s and total satisfaction by Correlation Analysis, one-way ANOVA and Independent samples T test. It indicates that a significant correlation existed among environment, products, service, demographic variables and total sa