摘要
鎮(zhèn)江雖然具有得天獨(dú)厚的旅游資源，但不論是在游客接待人數(shù)、旅游收入還是旅游知名度等各方面，都遠(yuǎn)遠(yuǎn)落后于南京、無錫和蘇州等旅游城市，成為華東旅游線上的一個(gè)溫點(diǎn)城市。面對(duì)日益激烈的市場(chǎng)競(jìng)爭(zhēng)，如何擴(kuò)大鎮(zhèn)江旅游市場(chǎng)份額、提高其知名度，已是鎮(zhèn)江市旅游業(yè)發(fā)展亟需解決的問題。本文嘗試從游客滿意度的角度出發(fā)，以鎮(zhèn)江市旅游業(yè)為研究對(duì)象，通過對(duì)鎮(zhèn)江游客滿意度的分析，尋找鎮(zhèn)江市旅游業(yè)需要改進(jìn)的地方，以期為鎮(zhèn)江市旅游業(yè)的發(fā)展提供可借鑒的思路和方法。
本文在對(duì)鎮(zhèn)江市旅游資源和旅游業(yè)發(fā)展現(xiàn)狀研究的基礎(chǔ)上，指出鎮(zhèn)江擁有豐富的旅游資源、旅游業(yè)發(fā)展已取得一定的成績，但是其旅游資源缺乏絕對(duì)優(yōu)勢(shì)、景區(qū)建設(shè)和旅游產(chǎn)品開發(fā)存在一定的缺陷；通過對(duì)鎮(zhèn)江市旅游業(yè)發(fā)展環(huán)境進(jìn)行SWOT分析，指出鎮(zhèn)江市旅游業(yè)的發(fā)展是優(yōu)勢(shì)與劣勢(shì)同在、機(jī)遇與威脅并存，并結(jié)合我國旅游業(yè)的發(fā)展趨勢(shì)，對(duì)鎮(zhèn)江市旅游業(yè)本身所存在的優(yōu)勢(shì)和劣勢(shì)、面臨的外在機(jī)遇和威脅進(jìn)一步分析，提出對(duì)鎮(zhèn)江游客滿意度進(jìn)行研究的需要；通過構(gòu)建游客滿意度測(cè)評(píng)指標(biāo)體系，向游客發(fā)放調(diào)查問卷，用SPSS軟件對(duì)由調(diào)查問卷獲得的原始數(shù)據(jù)進(jìn)行處理和分析,結(jié)果表明：游客對(duì)鎮(zhèn)江的景區(qū)特色開發(fā)、票價(jià)合理、基礎(chǔ)設(shè)施完善、旅游商品開發(fā)等方面滿意度不高，急需改進(jìn)和提高；最后，根據(jù)SWOT結(jié)論分析和鎮(zhèn)江游客滿意度情況，提出了鎮(zhèn)江市旅游業(yè)關(guān)鍵發(fā)展策略和保障措施。

關(guān)鍵詞 鎮(zhèn)江市；旅游業(yè)；游客滿意度；發(fā)展策略


Abstract
Zhenjiang has unique tourist resources, however, on term of reception number, tour revenue, or city fame, it is far behind such tour cities as Nanjing, Wuxi and Suzhou and so on. Zhenjiang is a warm-point region of East China tour line. Faced with increasingly fierce market competition, how to expand the tourism market share of Zhenjiang and to improve its city fame, has been an urgent problem to solve for Zhenjiang tourism development. From the perspective of tourist satisfaction, the thesis takes tourism industry in Zhenjiang as study object. Through analyze Zhenjiang tourist satisfaction to seek for place where Zhenjiang tourism needs to improve, in order to provide the idea and methods for the development of Zhenjiang tourism.
Based on the study of Zhenjiang tourism resources and tourism present development situation, pointed out that Zhenjiang has rich tourism resources and the tourism has made certain progress. But its tourism resources lack absolute advantage, the scenic area construction and tourism product development exist flaw; Through the SWOT analysis of tourism in Zhenjiang, pointed out that Zhenjiang tourism development is the superiority and the inferiority with, the opportunity and the threat coexisting. Combined with the development trend of Chinese tourism industry has further analysis to Zhenjiang tourism itself the superiority and the inferiority, the opportunity and the external threat faces, proposed the need to conduct the research to Zhenjiang tourist satisfaction. Constructed the tourist satisfaction eva luation index system, provides the questionnaire to tourist; With the SPSS software processed the primary data which obtains from the questionnaire. Through statistical analysis showed that: tourist satisfaction to Zhenjiang is not high about the development of scenic area characteristic, reasonably priced, infrastructure improvement, tourism commodity development and so on, these are urgently needed to improve and enhance. Finally, according to the SWOT conclusion analysis and tourist satisfaction situation, proposed Zhenjiang tourism key development strategies and safeguard measures.

Keywords Zhenjiang; tourism; tourist satisfaction; development strategy



目 錄
摘要 I
Abstract II
第1章 緒論 1
1.1 研究背景 1
1.2 研究意義 1
1.3 國內(nèi)外研究綜述 2
1.3.1 國外研究現(xiàn)狀 2
1.3.2 國內(nèi)研究現(xiàn)狀 3
1.3.3 鎮(zhèn)江市旅游相關(guān)研究綜述 6
1.4 研究方法、內(nèi)容與思路 7
1.4.1 研究方法 7
1.4.2 研究內(nèi)容與思路 8
1.5 論文的創(chuàng)新點(diǎn) 9
1.6 本章小結(jié) 9
第2章 鎮(zhèn)江市旅游資源及旅游業(yè)發(fā)展現(xiàn)狀分析 11
2.1 鎮(zhèn)江市旅游資源賦存狀況 11
2.1.1 區(qū)位條件 11
2.1.2 歷史文化淵源 11
2.1.3 旅游資源 12
2.1.4 旅游資源評(píng)價(jià) 14
2.2 鎮(zhèn)江市旅游業(yè)發(fā)展現(xiàn)狀 17
2.2.1 歷史沿革 17
2.2.2 旅游業(yè)規(guī)模和地位 17
2.2.3 景區(qū)建設(shè)與旅游產(chǎn)品開發(fā)現(xiàn)狀 20
2.3 旅游支持體系建設(shè) 21
2.3.1 旅游交通狀況 21
2.3.2 旅游住宿條件 22
2.3.3 旅行社發(fā)展現(xiàn)狀 22
2.3.4 旅游管理體制建設(shè) 23
2.4 本章小結(jié) 23
第3章 鎮(zhèn)江市旅游業(yè)發(fā)展SWOT分析 24
3.1 理論基礎(chǔ) 24
3.2 鎮(zhèn)江與周邊旅游城市比較分析 25
3.3 鎮(zhèn)江市旅游業(yè)發(fā)展SWOT分析 28
3.3.1 鎮(zhèn)江旅游業(yè)發(fā)展的優(yōu)勢(shì) 28
3.3.2 鎮(zhèn)江旅游業(yè)發(fā)展的劣勢(shì) 29
3.3.3 鎮(zhèn)江旅游業(yè)發(fā)展面臨的機(jī)遇 30
3.3.4 鎮(zhèn)江旅游業(yè)發(fā)展面臨的威脅 30
3.4 SWOT分析結(jié)論 31
3.5 本章小結(jié) 32
第4章 鎮(zhèn)江市游客滿意度及客源市場(chǎng)現(xiàn)狀分析 34
4.1 理論基礎(chǔ) 34
4.2 鎮(zhèn)江游客滿意度分析 35
4.2.1 研究方法 35
4.2.2 游客滿意度分析 36
4.3 客源市場(chǎng)現(xiàn)狀及定位 44
4.3.1 客源市場(chǎng)現(xiàn)狀 44
4.3.2 客源市場(chǎng)定位 46
4.4 本章小結(jié) 47
第5章 鎮(zhèn)江市旅游業(yè)發(fā)展關(guān)鍵策略的制定 48
5.1 游客滿意度提升途徑 48
5.2 鎮(zhèn)江市旅游業(yè)發(fā)展關(guān)鍵策略 49
5.2.1 鎮(zhèn)江市旅游產(chǎn)品發(fā)展重點(diǎn) 50
5.2.2 鎮(zhèn)江市旅游商品開發(fā)策略 54
5.2.3 鎮(zhèn)江市旅游營..