摘要
摘要
在改革开放的四十年里，随着我国经济水平和居民生活水平的显著提升，广
大人民群众对出门游玩的热情空前高涨，旅游业逐步发展成为国民经济中的支柱
性产业。旅游业的发展对城市经济、人文、形象等方面的贡献效应逐步增强。因
此，制定合理的旅游市场营销战略对产业和城市的发展具有十分重要的意义。
LJS风景区凭借独特的自然风景和良好的营销基础取得了一定的成功。但
是，通过横向比对可以发现， LJS风景区在游客吸引力、重游率方面依然存在劣
势。在日趋激烈的竞争条件下，想要吸引游客，抢占市场份额，需要紧抓游客游
览的心理变化，充分满足其游览需求。为了突破景区发展的瓶颈，亟需从满意度
的视角来审视游客的游览需求，以此来找到当前营销策略存在的短板。
本文以市场营销理论、游客满意度理论、旅游六要素理论为指导，从游客满
意度的角度出发设计并开展问卷调查，分析 LJS风景区游览者的人口统计学和
行为学特征，利用 IPA分析方法将数据进行深度挖掘和分析，了解游客对 LJS
风景区食、住、行、游、购、娱和整体感受方面的看法与建议。并将影响游客满
意度的因素与营销策略组合进行分类匹配。最终将匹配结果贯穿于价格、渠道、
分销、促销策略之中，形成具有建设性和科学性的优化建议。
本文旨在帮助 LJS风景区在疫情条件下更好的开展营销活动，提高营销效
率，降低营销成本，树立良好的景区形象并提升景区在市场的竞争力。
关键词：游客满意度;IPA分析;营销策略
论文类型：研究类
选题来源：其他
I

ABSTRACT
ABSTRACT
In the 40 years of reform and opening up, with the significant improvement of
China's economic level and residents' living standards, the people's enthusiasm for
going out to play is unprecedented, and tourism has gradually developed into a pillar
industry in the national economy. The contribution of tourism development to urban
economy, humanities and image has gradually increased. Therefore, formulating a
reasonable tourism marketing strategy is of great significance to the development of
industry and city.
LJS scenic spot has achieved certain success with its unique natural scenery and
good marketing foundation. However, through horizontal comparison, it can be found
that LJS scenic spot still has disadvantages in terms of tourist attraction and revisit rate.
In the increasingly fierce competition, in order to attract tourists and seize market
share, we need to grasp the psychological changes of tourists and fully meet their
tourism needs. Therefore, in order to break through the bottleneck of the development
of scenic spots, it is urgent to examine their tourism needs from the perspective of
tourist satisfaction, so as to find the shortcomings of the current marketing strategy.
This paper is guided by marketing theory, tourist satisfaction theory and six
elements of tourism theory, this paper designs and carries out a questionnaire survey
from the perspective of tourists, analyzes the demographic and behavioral
characteristics of tourists in LJS scenic spot, deeply excavates and analyzes the data by
using IPA method, and understands tourists' opinions on food, housing, transportation,
travel, shopping Views and suggestions on entertainment and overall feeling. The
factors affecting tourist satisfaction are classified and matched with the marketing
strategy combination. Finally, the matching results will run through the price, channel,
distribution and promotion strategies to form constructive and scientific optimization
suggestions.
The purpose of this paper is to help LJS scenic spot better carry out marketing
activities under the background of epidemic situation, improve marketing efficiency,
reduce marketing costs, establish a good scenic spot image and enhance the
competitiveness of scenic spots in the market.
III

河南科技大学硕士学位论文
KEY WORDS: Tourist satisfaction；IPA analysis；marketing strategy
Dissertation Type: Research
Subject Source: Other
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