中国酿造2026，Vol.45Issue(4)：321-327,7.DOI:10.11882/j.issn.0254-5071.2026.04.044
茅台镇白酒旅游游客满意度提升策略
Strategies on Improving Tourist Satisfaction in Maotai Town's Baijiu Tourism
摘要
Abstract
With its long history of liquor-making,unique brewing technology and profound cultural heritage,Maotai town has great advantages in the development of Baijiu tourism.With the rapid development of the Chinese economy and the improvement of living standards,the tourism industry is in a transitional period from sightseeing to vacation tourism.In this paper,tourist satisfaction and influencing factors were systematically investigated through questionnaire surveys and statistical analysis.The results indicated that tourist satisfaction was influenced by multiple interacting factors.Among them,service experience,price reasonableness,and cultural experience were key variables.Age was positively correlated with satisfaction,whereas frequency of visits was negatively correlated with recommendation intention.Based on the data analysis,it was proposed that the future development of Baijiu tourism in Maotai town should emphasize diversified product innovation,immersive cultural experiences,enhance service quality,transparent pricing mechanisms,improve infrastructure and environmental sustainability.These measures aimed to enhance overall tourist satisfaction and achieve a coordinated development between the local tourism sector and the Baijiu industry.关键词
茅台镇/白酒旅游/游客满意度/文化体验/服务质量/因子载荷分析Key words
Maotai town/Baijiu tourism/tourist satisfaction/cultural experience/service quality/factor loading analysis分类
轻工纺织引用本文复制引用
郄广平,王敏姿,陈晓钰,辜小玉..茅台镇白酒旅游游客满意度提升策略[J].中国酿造,2026,45(4):321-327,7.基金项目
遵义市2025年哲学社会科学规划重点课题(25ZYZD03) （25ZYZD03）
贵州省委重大问题调研课题(2024C044) （2024C044）
