|
【摘要】：近年来,随着中国游客在普吉岛旅游人数的大幅度增加,对中国游客满意度的测评将对普吉岛营销旅游产品和提升服务等方面起到重要影响。本文主要是采用调查问卷的措施,从下述13个因素来探讨中国游客在泰国普吉岛的旅游满意度:当地人文风俗,旅游景区,当地的食品和泰国食品,服务,安全,交通,娱乐,物价,购物,住宿,旅游的总花费,旅游的花费和收获是否物有所值,旅游总体满意程度。期望通过对中国游客在普吉岛旅游满意度的数据略论,发现改善和提升泰国普吉岛旅游业的相关路径,并提出相关的政策建议。笔者作为来自泰国普吉岛的留学生,在泰国普吉岛的相关旅游景区对200余名中国发放调查问卷,采用SPSS11.5工具,对问卷所采集的数据做了频率分布,比例均值、标准差略论、单因素方差略论和回归略论。探讨结果表明,旅游景区是中国游客满意度最高的作用因素,其次,当地人文风俗和泰国食品也是具有重要的显著性,而交住宿和服务的满意度评价则表现较好。基于上述数据略论的结果,并比较和借鉴了泰国周边区域相似旅游景区的相关做法,对普吉岛如何提升中国游客的满意度和促进旅游产业的进一步发展提出了政策建议。
【关键词】：泰国普吉岛 普吉岛旅游业 中国旅客 满意度 市场营销
摘要6-7 Abstract7-14 List of Symbol and Abbreviations14-16 概要16-36 Chapter 1 Introduction36-42 1.1. Introduction36 1.2. significant of the study36-38 1.3. Conceptual framework38-39 1.4. Purpose of the study39-40 1.5. Research methodology40 1.6. Structures and organization of the study40-42 Chapter 2 Literature Review42-52 Introduction42 2.1. Customer satisfaction model42-46 2.1.1. The Analytic hierarchy process (AHP)42-43 2.1.2. Kano’s Model Analysis43-44 2.1.3. Maslow’s Hierarchy of Need Motivation Model44-46 2.2. Related concept of customer satisfaction46-47 2.2.1. Repeat purchase and return patronage46 2.2.2. Word of mouth marketing46-47 2.3. The definition of terms47-48 2.3.1. The definition of tourist47 2.3.2. The definition of tourist satisfaction47-48 2.3.3. The definition of tourism48 2.4. Previous research on Phuket tourism48-52 Chapter 3 Tourism current situation of Phuket Thailand52-64 Introduction52 3.1. The general overview about Phuket52-56 3.1.1. Geography and Demography52 3.1.2. Thai Culture, Traditional and The festival in Phuket52-54 3.1.3. Tourist attraction places54-55 3.1.4. Activities55-56 3.1.5. Thai food and local food56 3.2. Phuket tourism current situation56-59 3.2.1. Number of tourist arrivals in Phuket indicator56-57 3.2.2. Chinese tourist indicators57-59 3.3. Phuket tourism industry policy59-64 3.3.1. The develop of Phuket tourism industry59-60 3.3.2. The policy promoting tourism industry60-63 3.3.2.1. Government of Thailand tourism Policies60-61 3.3.2.2. The policy promotes and develop Phuket Thailand tourism61-63 3.3.3. Vat Refund for Tourists63-64 Chapter 4 Research design64-67 Introduction64 4.1. Sample selection64-65 4.1.1. The variables used in the study64-65 4.2. Data collection65-67 4.2.1. Primary data65-66 4.2.2. Secondary data66 4.2.3. The program used for analyze the collection data66-67 Chapter 5 Research analysis67-89 Introduction67-68 5.1. The analysis of the demographic factor68-71 5.2. The analysis of tourist satisfaction71-78 5.2.1. Mean and standard deviation72 5.2.2. Descriptive statistic72-78 5.3. Quality statistical analysis78-87 5.3.1. Reliability analysis78-79 5.3.2. T-test analysis79-80 5.3.3. One way ANOVA Analysis80-83 5.3.4. Multiple regression analysis83-87 5.4 Present about Chinese tourist’s recommendation and suggestion on the trip of Phuket87-89 Chapter 6 Conclusion and discussion89-94 Introduction89 6.1. Conclusion and discussion89-91 6.2. Recommendation91-93 6.3. Future research93-94 References94-99 Supplement99-107 Published articles107-108 ，泰语专业论文，泰语论文题目 |
