摘要《印象丽江》大型实景演出是丽江玉龙雪山景区的重点发展项目。近年来，游客多是因为旅行社赠送或捆绑销售而观看印象丽江，多数游客在观看后，对部分内容表示出不满。2010年游客接待量增幅同比下降127.3%，影响到了旅游收入。通过实地调查，运用访谈法及问卷调查法，对其演出质量、价格、场次的安排、购物点的设置，从业者服务意识等；共14个指标进行了满意度调查。就调查结果用EXCEL进行统计，分析各指标满意度高低及影响其满意度的因素，调查分析结果表明：部分硬件，软件环境及价格方面需要改进。并以此为依据为改善满意度低的方面提出合理建议。旨在提升《印象丽江》这一旅游产品游客满意度，以及为决策者提供决策参考。关键词：游客满意度；问卷调查；印象丽江AbstractImpressionLijiangisthefocusdevelopingprojectofYulongSnowMountainarea.Inrecentyears,mostvisitorswatchtheshowthroughthebundlingsalewhichisprovidedbytravelagency.However,alotofvisitorsfeeldissatisfiedwithsomepartofthisshowafterwatchedit.What’smore,intheyearof2010,thegrowthrateofvisitorsfellby127.3percentcomparedwithlastyear,whichdirectlyleadtothedecreaseoftourismincome.Throughfieldresearches,thispaperresearchedthequalityoftheperformance,price,engagement,touristshopping,andtheemployeesserviceconsciousness,whichincludes14KPIofImpressionLijiangbyinterviewandquestionnairemethod.ThenmakestatisticalanalysisontheinvestigationresultsbyEXCEL,andanalyzetheinfluentialfactorstowardsthedegreeofsatisfactory.TheresultcanbedrewfromtheinvestigationandanalysisthatPartsofhardware,softwareenvironmentandpricesneedtobeimproved.Accordingtothis，thearticleputsforwardreasonablesuggestions.Aimatpromotingcustomersatisfactiondegree,andprovideaconsultationforpolicymakers.Keyword:customersatisfaction；investigation；ImpressionLijiang目录1引言...................................................................................................................................11.1研究背景................................................................................................................11.1.1《印象丽江》概况......................................................................................11.1.2旅游演艺背景.............................................................................................11.2工作基础................................................................................................................11.3研究综述................................................................................................................21.4旅游景区游客满意度概念界定............................................................................21.4.1旅游景区游客满意度.................................................................................21.4.2游客满意度模型.........................................................................................22问卷调查及分析方法.......................................................................................................32.1问卷调查方法........................................................................................................32.2调查过程................................................................................................................32.2.1调查问卷设计.............................................................................................42.2.2发放调查问卷.............................................................................................42.3问卷分析方法...............................