行前信息搜索是游客旅游决策过程的首要步骤之一,而信息则会进一步影响游客的系列消费行为及其满意度评价。本文在文献回顾的基础上,以黄山风景区为例构建了国内游客行前信息搜索测量量表和目的地游客满意度评价测量量表,并通过因子分析萃取出了上述量表的因子结构,通过独立样本T检验和事后多重比较法检验了游客行前信息搜索行为的组间差异、检验了游客对目的地满意度评价的组间差异。典型相关分析则发现,"信息搜索的媒体导向"、"深入性信息"、"信息搜索的经验与中介导向"和"保健性信息"等国内游客行前信息搜索因子与目的地游客满意度评价因子存在正相关关系,但游客对"深入性信息"、"信息搜索的媒体导向"的关注程度较为有限。基于上述检验与发现,文章提出了黄山风景区提高游客满意度的若干举措。

Based on the literature review, the current article takes Huangshan Scenic District as an example and constructs Pre-trip Travel Information Search Scale and Tourist Satisfaction Scale with the purpose of reducing dimensions of the pre-trip travel information searching and tourist satisfaction at destination through factor analysis approach, and testing the differences in groups about the factors through independent samples t-test and multiple comparisons of Post-Hoc test. And the impacts of different demographic characteristics on the social environment have no positive correlations, whereas the impact of vocation on the natural landscape in less affected by climate has a positive correlation. Canonical correlation analysis shows positive correlations between four factors including the health care information, the in-depth information, the media-oriented information search and the experience and information search from the travel agency of pre-trip travel information search and tourist satisfaction at destination, while tourists pay less attention to the in-depth information and the media-oriented information. At the same time, the more the tourists' perception towards the health care information, the higher the tourists' evaluation towards the natural landscape in less affected by climate; the more the tourists' perception towards the in-depth information and the experience and information search from the travel agency, the higher the tourists' evaluation towards the social environment, the natural landscape in more affected by climate and the culture landscape; the more the tourists' perception towards the media-oriented information search, the higher the tourists' evaluation towards the natural landscape in more affected by climate and the tourism infrastructure and product.