基于IPA方法的延安市旅游服务质量测评及提升研究
企业管理专业研究生 杨星
指导老师 张建洁副教授
摘要
旅游业是促进经济发展的有力抓手，而高质量旅游是人民追求幸福生活的美好
期望。我国已全面建成小康社会，随着人民收入水平的不断上升，旅游需求除大众
化外更多的呈现出品质化、多样化、个性化、中高端化、沉浸式体验等特点。延安
作为中国的革命圣地，拥有丰富的红色旅游资源，成为许多游客的打卡之地，近年
来在政府相关政策的实施下，延安旅游业的发展上升了一个高度，但距离高质量发
展还存在一定的差距，还有很大的发展潜力要挖掘。旅游业高质量发展离不开旅游
目的地优质的旅游服务质量，只有不断地提升旅游服务质量，才会向高质量发展更
近一步。因此，有必要对延安市旅游服务质量进行全面深度的调查分析，掌握需要
改进或优化的部分，提出整改措施，这对延安市实现旅游业高质量发展具有重要意
义。
国内外学者对旅游服务质量进行了大量研究，理论相对比较成熟，本文在前人
的研究基础上，基于服务质量理论、顾客满意理论、旅游六要素理论、重要性-绩效
表现分析（IPA）等理论认识，结合当前宣传的旅游理念（旅游也是一种学习方式）
以及延安旅游业以红色旅游助力全域旅游的实际情况，构建了包含“食住行游购娱
学”七大维度的延安市旅游服务质量评价指标体系。根据指标体系制定调查问卷，
实地向游客收集问卷，在 SPSS分析软件上对数据进行IPA分析，研究发现：
（1）游客认为重要度高-满意度低的旅游服务质量要素包括：菜品口感、上菜
及时、住宿价格合理、搭乘交通工具方便、路况安全便捷、交通标示齐全醒目、停
车场位置易寻找、停车位数量充足及知识的展览形式多样且不枯燥，需优先重点整
改；（2）游客认为重要度高-满意度高的旅游服务质量要素相对较多，包括：就餐
环境干净卫生、菜品文化特色、讲解服务内容充实生动有趣、求知需求的满足程度、
“红色情怀”的体验感等，需持续优化以保持竞争优势；（3）游客认为重要度低-
满意度低的旅游服务质量要素包括：菜品价格、餐厅装饰特色、购物点的装修特色、
旅游商品种类丰富、旅游商品特色鲜明、娱乐活动可参与性强、娱乐项目特色鲜明、
娱乐项目趣味性强等，需逐步进行改善；（4）游客认为重要度低-满意度高的旅游
服务质量要素包括：酒店内部装饰具有延安特色、景区游客服务中心位置显眼、旅
游商品销售人员服务态度好、景物介绍牌信息的全面性、相互探讨及交流的学习氛
围，需适时缩减投入资源，转向更重要的旅游服务质量要素。本文针对以上 IPA矩
阵划分的四个区域，提出了具体的解决对策，助力延安市旅游业向高质量发展更近
一步，同时增强延安游客的幸福感及获得感。
关键词：IPA方法；旅游服务质量；食住行游购娱学；满意度
Research on the evaluation and improvement of tourism
service quality in Yan'an Based on IPA Method
Yang xing (Major business management)
Directed by Prof. Zhang Jianjie
Abstract
Tourism is a powerful grip to promote economic development, and high-quality
tourism is a beautiful expectation of people's pursuit of a happy life. China has fully built
a well-off society, and with the rising income level of the people, the demand for tourism
is more characterized by quality, diversification, personalization, medium and high-end,
and immersive experience in addition to the mass. Yan'an, as a revolutionary shrine in
China, has rich red tourism resources and has become a popular destination for many
tourists. In recent years, with the implementation of relevant government policies, the
development of tourism in Yan'an has risen to a high level, but there is still a certain gap
from high-quality development, and there is still a great potential for development to be
tapped. High-quality development of tourism is inseparable from the quality of tourism
services in tourist destinations, and only by continuously improving the quality of tourism
services will we come closer to high-quality development. Therefore, it is necessary to
conduct a comprehensive and in-depth investigation and analysis on the quality of tourism
services in Yan'an, to grasp the parts that need to be improved or optimized, and to put
forward corrective measures, which is of great significance for Yan'an to realize the high-
quality development of tourism.
Scholars at home and abroad have conducted a lot of research on the quality of
tourism services, the theory is relatively mature, this paper on the basis of the research of
predecessors, based on the service quality theory, customer satisfaction theory, tourism six
elementstheory,importance-performanceanalysis(IPA) andothertheoretical
understandings, combined with the current publicity of tourism concept (tourism is also a
way of learning) and the actual situation of Yan'an tourism industry to help the whole area
tourism with red tourism. We constructed a system of evaluation indexes for tourism
service quality in Yan'an, which includes seven dimensions of "food, accommodation,
travel, shopping,entertainment andlearning". According to theindex system,we
developedquestionnaires, collectedquestionnairesfrom touristsinthe field,and
conducted IPA analysis on the SPSS analysis software, and found that: