基于IPA分析的三江源区游客满意度研究
An IPA-Based Analysis on Tourist Satisfaction in the Three-River Headwater Region

游客满意度是旅游发展的重要目标。为促进三江源区生态旅游建设，本文构建了三江源区游客的满意度评价体系，在问卷调查数据的基础上，采用IPA (Importance-Performance Analysis)分析法对三江源景区游客满意度进行调查。选取了生态环境质量、文化民俗、特色餐饮、服务效率、通讯和交通条件等31项评价指标，IPA矩阵分析将31项评价因子划分为四个象限，游客的重要性评价均值得分(4.26)高于游客满意度评价均值(3.74)，其中优势象限11项、维持象限4项、改进象限9项和劣势象限7项，针对不同象限提出了改进游客满意度的对策和方法。
Tourist satisfaction is an important goal of tourism development. In order to promote the construc-tion of ecological tourism in the Three Rivers Headwaters Region, this paper develops a tourist sat-isfaction evaluation system. Based on the questionnaire survey data, IPA (Importance-Performance Analysis) analysis method was used to investigate the tourist satisfaction of the Three Rivers Head-waters Region. A total of 31 evaluation indicators, including ecological environment quality, cultural folk customs, special catering, service efficiency, communication and traffic conditions, were select-ed to calculate the importance index and satisfaction index of various indicators. Results showed that: 1) The average score of the importance is 4.26 points, while the average satisfaction score is 3.74; 2) These 31 evaluation factors were divided by the IPA into four quadrants, including 11 supe-rior quadrants, 4 maintenance quadrants, 9 improved quadrants, and 7 inferior quadrants; 3) Some proposes were provided to improve tourist satisfaction for different quadrants.