摘    要：游客滿意度是评价旅游目的地经营是否成功的重要指标之一，因此探究游客满意度有助于景区的健康长久发展。为提高游客满意度，增强景区的旅游吸引力，基于问卷调查运用IPA分析法对小灶村体验农场游客满意进行了研究分析。结果显示，21个评价因子中，重要性与满意度的差值（I-P）均大于0，说明游客对小灶村体验农场游后满意度低于体验前的期望值;IPA矩阵图中，3个指标位于优势区、8个指标位于维持区、3个指标位于机会区、7个指标位于劣势区，其中小灶村体验农场在门票价格、用餐环境、工作人员服务态度、景区工作人员整体形象、游客中心咨询处理、项目多样化、景区厕所等方面有较大的提升空间。根据调研分析结果，笔者认为景区应从调整门票价格、改善用餐环境、打造有当地特色的旅游产品，加强主题规划，完善景区基础设施建设、扩大宣传，提高服务管理水平等方面提出了针对性建议，以提高景区的整体形象。

关键词：游客满意度;小灶村;体验农场;IPA分析法

中图分类号： F324.1;F592       文献标识码： A       DOI 编码：10.3969/j.issn.1006-6500.2021.06.010

Evaluation of Tourist Satisfaction of Xiaozao Village Based on IPA Method

Wei Xianhui

（School of Landscape Architecture， Zhejiang A & F University， Hangzhou， Zhejiang 311300， China）

Abstract： Tourist satisfaction is one of the important indicators to evaluate the success of tourist destinations. Therefore， exploring the study of tourist satisfaction will help the long-term development of scenic spots. In order to improve tourist satisfaction and enhance the tourist attraction of the scenic spot， the experiment was conducted with the IPA analysis method to research and analyze the tourist satisfaction of Xiaozao Village based on questionnaire survey. The results showed that among the 21 evaluation factors， the difference between importance and satisfaction （I-P） was greater than 0， indicating that tourists' satisfaction with the experience of the farm tour in Xiaozao Village was lower than the expected value before the experience.In the IPA matrix， there were 3 indicators located in the superior area， 8 indicators were located in the maintenance area， 3 indicators were located in the opportunity area， and 7 indicators were located in the disadvantaged area， in which there were much room for improvement in the ticket price， dining environment， staff service attitude， overall image of the scenic staff， visitor center consulting and handling， project diversification， and scenic toilets， etc.. Based on the results of the research and analysis， the author promoted some suggestions such as adjusting ticket prices， improving dining environment， creating tourism products with local characteristics， strengthening theme regulations， improving scenic infrastructure construction， expanding publicity， and improving service management to improve the overall image of the scenic spot.

Key words：tourist satisfaction;XiaozaoVillage; tourist satisfastion; IPA analysis method

随着改革开放的不断深入，实现乡村振兴已成为我国农村经济发展的重中之重。乡村旅游作为乡村振兴的一个重要组成部分，近几年受到越来越多的学者关注。传统的乡村旅游是以农家乐为主，其盈利模式较为单一，并且是以资源消耗换来短期经济效益，导致农民缺乏自主性和积极性，某种程度上并没有实现真正意义上的乡村振兴，我国的乡村旅游迫切需要转型与升级。……