基于因子分析的敦煌莫高窟游客满意度研究

The Study of Dunhuang Mogao Caves Tourist Degree of Satisfaction Based on the Factor Analysis

摘要: 敦煌莫高窟是世界著名的文化遗产，每年来参观的国内外专家、学者和游人络绎不绝，游客的满意程度对敦煌旅游的进一步发展影响深远。本文基于对敦煌莫高窟游客的现场调查和填写问卷对游客的满意度进行研究，利用SPSS19.0对影响游客满意度的诸多因素进行因子分析，并据此建立回归模型。研究结果显示对游客满意度的影响最为明显的是敦煌莫高窟景区的物价水平，其次是景区形象，第三是景区服务。本研究对如何提升敦煌莫高窟游客的满意度具有重要指导意义。

Abstract: Dunhuang Mogao Caves are very famous cultural heritage in the world. Numerous domestic and abroad specialists, scholars and tourists come here to visit the caves, annually. With the rapid development of tourism industry, tourists’ degree of satisfaction will influence the further tourism development of Dunhuang City. The paper is based on the field investigation of tourists’ degree of satisfaction in Dunhuang Mogao Caves, and we analyzed the factors which impact tourist degree of satisfaction based on factor analysis and regression model through SPSS19. The results show that the tourist satisfaction affected mostly by the price level in the scenic area, then the visualization of scenic area, the third is service to tourist from the scenic area. The results will be helpful to improve the tourists’ degree of satisfaction in Dunhuang Mogao Caves.