摘要
在体验经济时代,顾客对旅游产品的文化特质和文化内涵体验的追求给旅游景区的发展带来了新的理念和变化,民俗文化旅游将成为未来旅游的主流。而目前专门针对民俗文化类旅游景区顾客体验影响因素的研究几乎没有。本文以北京、湖南部分民俗文化旅游景区的调查数据为依据,对民俗文化类旅游景区顾客体验影响因素进行了实证研究。实证研究发现,顾客体验影响因素分为体验主体因素、体验客体因素两大类。按照对顾客体验影响的重要程度,体验客体因素从大到小依次排列是:项目活动因子、服务管理因子、基础设施因子、环境主题因子、饮食购物因子。这一排列顺序凸显了民俗文化类景区顾客体验影响因素的独特性。体验主体因素包括顾客的学历、过去的旅行经历、本次旅游的期望、对景区的了解情况等都会影响顾客的体验。基于此,本文根据顾客体验的IPA分析,提出了民俗文化类旅游景区提高经营管理水平的建议。
In the experience economy era, tourists are more inclined to meet the psychological needs and taste preferences of specific experience during the tour. The folk cultural tourism may become the future mainstream of tourism. In this context, tourist attractions must focus on the customers experience, analyze the factors that affect the customer experience, and develop appropriate business strategy for customer experience influence factors. The main factors which impact on the customer experience from the customer＇ s perspective are the target of the tourist theo- retical research. However,there is almost no specific research on the factors which influence the customers＇ experience in the field of folk cultural tourism. In this paper, we try to make an empirical study, tries to make an initial assumption on the factors system which influences the customer experience in the folk culture scenic spots, then we use tools such as SPSS to verify and modify the influence factors we assumed by using factor analysis and analysis of variance. Besides ,we use the sample statistics description and the IPA analysis to analyze the status quo of the cus- tomer experience in such folk cultural scenic spots. In general, two conclusions are drawn in this paper： （ 1 ） Influence factors structure model and system of customer experience in the folk cultural scenic spots. Via factor analysis, twenty-one specific factors and five main factors are extracted from the factor system based on the in- itial assumptions. In accordance with the weights of the five main factors in view of the importance of various fac- tors impact on the customer experience, the main factors can be sorted with the following sequence： project activi- ties factor, service management factor, infrastructure factor, environmental theme factor, food ＆shopping factor. In this regard , the customers attach more importance to not only the diversification and excellence of the relevant pro- ject activities provided by the folk culture scenic spots requires,
出处
《经济管理》
CSSCI
北大核心
2013年第5期118-127,共10页
Business and Management Journal ( BMJ )
关键词
体验经济
民俗文化类旅游景区
顾客体验
experience economy
folk cultural scenic spots
customer experience
