本文试图作水上旅游者满意度测量的初步研究,以期从游客感知角度评判城市水上旅游的服务质量和瓶颈问题。论文基于期望差异理论并参考满意度测评的通用方法SERVUAL量表,提出由"水上旅游满意度指标分类系统"和"水上旅游满意度指标评价系统"两部分构成的满意度指标体系。论文以黄浦江游览为例,采用结构化问卷随机调查法,得出量化的黄浦江游览满意度及其指标。论文认为游客对黄浦江游览的现状总体上说已经达到基本满意的状态,论文进而分析了9个强优势细分指标、11个劣势细分指标、2个潜力细分指标和1个问题细分指标。

Today, water tourism is booming in waterfront cities. But lots of complaining was heard, which shows the ignorance on the tourist satisfaction, the key factor of water tourism development. Correspondingly, most of the tourism satisfaction research is normal ones without consideration of water tourism characteristics. This paper tries to do some preliminary research and to find a way to solve the bottleneck problems on the way to water tourism development. First, we identified the affect factors on water tourist satisfaction, and found that both of the factors had their own features. Then, we built models to explain the factors and tried to measure the satisfaction quantization. In this paper, water tourist satisfaction measurement stands from the tourist perspective and endeavors to judge the service quality. In order to analyze the tourist satisfaction, we inference with the classical Oliver's "expectation-difference" theory and the SERVUAL scale, and also summarize impaction factors of water tourism meanwhile to build a new system for water tourist satisfaction. In order to test the system's utility, this paper take Huangpu River for an example. Especially when Shanghai EXPO made water tourism a bright point, water tourist satisfaction must be taken seriously. Use statistical software to deal with the data, the Huangpu River Tour quantitative indicators come out clearly. The visitors are in a state of basically contentment to Huangpu River tourism generally. Three aspects of strategies are analyzed including resources and image, management and facilities, talents and service. Due to the limitations of the sample, the system cannot reflect the whole picture of the water tourism. But this study proves the validity and usefulness of the Water Tourist Satisfaction Index System from one side, in order to promote the water tourism development in our country.