Abstract: With the rapid development of the online travel market, the battle has taken place for the market among online travel service providers. As a rising star, tourism group-buying website must attach importance to user experience for securing its position in the market. Based on the literature and data combing, using online questionnaires, the paper analyzes the basic situation and users’ characteristics of tourism groupbuying websites, and builds user satisfaction evaluation index system of tourism group-buying websites. In addition, YAAHP software and SPSS software are used to analyze user satisfaction of tourism group-buying websites, the results are that overall satisfaction of users to tourism groupbuying websites is not high which need a further improvement. Finally, based on the evaluation results, the measures from the products, services, payment, technical, legal areas are given to improve user satisfaction.

Keywords: tourism group-buying website; customer satisfaction; AHP

摘要： 随着在线旅游市场的蓬勃发展，在线旅游服务供应商之间展开了市场争夺战。旅游团购网站作为后起之秀，要在市场中占得一席之地，必须重视用户体验。本文通过对相关文献与数据的梳理，采用网上问卷调查的方式，分析了旅游团购网站的基本情况与用户特征，并构建了旅游团购网站用户满意度评价指标体系。然后运用YAAHP软件和SPSS软件对旅游团购网站的用户满意度进行分析，发现用户对旅游团购网站的总体满意度不高，其中对服务的满意度最低，旅游团购网站在提高用户满意度方面还存在很大的潜在空间。最后，根据评价结果，从产品、服务、支付、技术、法律等5个方面给出了提高用户满意度的措施。
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关键词: 旅游团购网站, 用户满意度, AHP