随着游客满意度对旅游目的地的发展起到越来越重要的作用,人们对旅游目的地的游客满意度的研究也越来越深入。本文以济南市2012年中秋、国庆双节假期游客满意度问卷调查所获得的数据为依据,运用SPSS19.0统计软件对其进行因子分析,以此为基础对济南市旅游的游客满意度现状进行实证研究。结果表明问卷调查设计的14个因子分别属于基础设施、服务水平、文化和价格四大主因子。最后依据分析结果得出了目前济南市旅游业发展中存在的问题与不足,并对应的提出一系列的解决对策,为济南市旅游业的发展提供帮助。 With the increasing of tourist satisfaction, the development of tourist destinations is playing an increasingly important role in people’s satisfaction with tourist destinations. Based on the data obtained from the questionnaire survey of tourists satisfaction in Mid-Autumn Festival in 2012 and National Day in Jinan City, this paper uses SPSS 19.0 statistical software to analyze the factors which are based on the questionnaire survey of tourists in Jinan City. Based on this, Empirical Research. The results show that the 14 factors of the questionnaire design belong to the four major factors of infrastructure, service level, culture and price respectively. Finally, according to the result of the analysis, the problems and shortcomings in the current development of tourism in Jinan are concluded, and a series of countermeasures are put forward correspondingly to provide some help for the development of tourism in Jinan.