摘    要自上世纪八十年代后期，古镇旅游成为旅游业发展的新标杆。白墙黑瓦的古镇印象烙印在每个人的记忆里，古镇散发着一种历史文化氛围和静谧淳朴的风情。古镇的魅力，开辟了庞大的客源市场，也拉动旅游经济的发展。由于缺乏科学的旅游规划，再加上古镇开发者的急功近利，使得“旅游开发性破坏”现象严重，所以各地政府部门纷纷投身于古镇的开发与保护热潮。而如何在旅游业发展下，推动古镇旅游的发展也成为同类型景区的难题。而游客作为景区经济的创造者，我们在古镇资源开发过程中，游客满意度成为我们不可忽视的因素。本文以南浔古镇为例，探究古镇资源如何注入新的活力。本文从旅游体验的视角下研究游客满意度的情况，以游客满意度为切入点，研究南浔古镇如何更好的开发资源。89614

Abstract Since the late 1980s, ancient town tourism has become a new benchmark for the development of tourism。 White walls of the ancient town of black impression imprinted in the memory of each person, the town exudes a kind of historical and cultural atmosphere and quiet and simple style。 The charm of the town, opened up a huge source of the market, but also pull the development of tourism economy。 Due to the lack of scientific tourism planning and the rapid development of the town developers, making the "tourism development damage" phenomenon is serious, so the local government departments have been engaged in the town development and protection boom。 And how the development of tourism, to promote the development of ancient town tourism has become the same type of scenic problems。 And tourists as the creator of the scenic economy, we in the town of resources development process, the tourist satisfaction has become a factor we can not ignore。 In this paper, Nanxun town as an example, to explore how the town of resources into new vitality。 This paper studies the situation of tourists' satisfaction from the perspective of tourism experience, and takes the tourist satisfaction as the starting point to study how the town of Nanxun can develop resources better。

毕业论文关键词：南浔古镇； 游客满意度； 创新；开发   

Keyword: Nanxun town；Tourist satisfaction；Innovation;Development

目    录

一、引言 4

二、南浔古镇旅游现状 4

三、南浔古镇游客源Q于W优E尔A论S文R网wwW.yOueRw.com 原文+QQ75201,8766 满意度现状 5

（一）游客满意度定义 5

（二）游客满意度对景区发展的必要性 5

（三）南浔古镇游客满意度问卷设计、发放、回收 6

1。南浔古镇游客满意度问卷设计 6

2。问卷的发放，回收 6

（四）南浔古镇开发存在的问题，结合调查问卷 6

1。数据个人情况描述 6

2。样本基本资料描述 8

3。景区满意度分析 9

4。游客忠诚度分析 10

5。分析总结 11

四、基于游客满意度的南浔古镇旅游资源策略 11

（一）景区硬件设施的提升 12

（二）景区服务人员技能培训 12

（三）景区周边环境的改善