Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Master of Business Administration
Research on customer satisfaction and promotion countermeasures
of S company's Kaihe Matou tourism project
by
Wang Xiaoyang
Supervisor: Prof. Miao Zehua
Dec. 2021

河北地质大学硕士学位论文
摘
要
S公司“开河马头”旅游项目位于 H市 C县 Z镇北开河村，2020年 9月 20日投
入运营。“开河马头”一语双关，既得名于所在地“北开河”村之滏阳河“码头”，
又取“开创先河、一马当先、独占鳌头”之意。仅 2020年国庆节期间，该项目接待
顾客逾 50万人次。S公司“开河马头”旅游项目作为当地规模较大的重点旅游景点，
如何持续提高顾客满意度、进一步获取新顾客、不断增加现有顾客的粘性，是该项目
持续健康发展的关键问题。
本文以 S公司“开河马头”旅游项目为研究对象，以顾客满意度理论为基础，通
过文献分析法、德尔菲法、问卷调查法、统计分析法，对 S公司“开河马头”旅游项
目的顾客满意度进行研究。结合 S公司“开河马头”旅游项目的实际情况，利用 ACSI
模型研究构建了 S公司“开河马头”旅游项目顾客满意度测评指标体系。其中，把 S
公司“开河马头”旅游项目顾客满意度指数作为一级指标，在本文中称之为“目标层”；
在一级指标之下，依次设置了共 3级指标层，分别是二级指标（准则层）、三级指标
（因子层）和四级指标（指标层）。其中，二级指标中有旅游者期望、感知质量、感
知价值、满意度和忠诚等 5个变量；三级指标在二级指标的基础之上，细化拓展出了
20个观察变量；四级指标将因子层的各项因子进行进一步解释或者细化，并进行整理，
共得到 60个测评指标作为四级指标。同时，根据 S公司“开河马头”旅游项目的实
际情况设计调查问卷并发放 400份问卷进行实地调查，对调查问卷收集回来的数据进
行计算和分析，对存在的问题进行研究。本文在研究构建 S公司“开河马头”旅游项
目顾客满意度指数模型时，增加了文化特性的指标，以突出“开河马头”的古漕运文
化。同时，在前人的研究基础上，进一步细化了三级指标，从四级指标设置调查问卷
的题项，这是本文的两个创新点。
最后，依据研究所发现的问题，围绕维护优势指标、加强基础设施配套建设、提
升内部管理运营水平、挖掘文化价值等方面提出具体的提升顾客满意度的策略。
关键词：开河马头；旅游项目；顾客满意度；提升策略
I

S公司“开河马头”旅游项目顾客满意度及提升策略研究
ABSTRACT
S company's "Kaihe Matou" tourism project is located in Beikaihe village, Z Town, C
County, H city. It was put into operation on September 20, 2020. The pun of "Kaihe Matou"
is not only named after the "dock" of Fuyang River in Beikaihe village, where it is located,
but also takes the meaning of "pioneering, leading and leading". During the National Day
holiday of 2020 alone, the project received more than 500000 customers. S company's
"Kaihe Matou" tourism project ,as a large-scale and key tourist attraction in the
locality,how to continuously improve customer satisfaction, further obtain new customers
and continuously increase the stickiness of existing customers are the key issues for the
sustainable and healthy development of the project.
This paper takes the "Kaihe Matou" tourism project of S company as the research
object, based on the customer satisfaction theories, through literature analysis, delphi
method, questionnaire survey, statistical analysis methods, to research the customer
satisfaction of "Kaihe Matou" tourism project of S company. Combined with the actual
situation of S company's "Kaihe Matou" tourism project, this paper has constructed the
customer satisfaction evaluation index system of S company's "Kaihe Matou" tourism
project by using ACSI model. Among them, the customer satisfaction index of S company’s
"Kaihe Matou" tourism project is taken as the first level index, which is called "target
layer" in this paper; Under the first level index, there are 3 levels of indexes, namely, the
second level indexes (criterion level), the third level indexes (factor level) and the fourth
level indexes (index level). Among them, the second indexes include 5 variables: tourists'
expectation, perceived quality, perceived value, satisfaction and loyalty; On the basis of the
second indexes, the third indexes refine and expand 20 observation variables; The fourth
level indexes further explain or refine the factors of the factor layer and sort them out. A
total of 60 evaluation indexes are obtained as the fourth level indexes. At the same time,
according to the actual situation of S company's "Kaihe Matou" tourism project, a
questionnaire was designed and 400 questionnaires were distributed for field investigation,
the data collected from the questionnaires were calculated and analyzed, and the existing
problems were studied. When researching and constructing the customer satisfaction index
model of "Kaihe Matou" tourism project of S company, this paper adds the indexes of
II
。。。以下略