基于体验视角的古镇遗产旅游者满意度研究

发布时间：2018-05-05 12:06

本文选题：体验 + 古镇遗产　；参考：《杭州电子科技大学》2014年硕士论文

【摘要】：自世界进入体验经济时代以来，消费者已经不再满足于产品实体层面的消费，消费需求不断发生着变化，，从对消费品的质量和功能的要求转向对消费过程和消费体验的关注。在以市场需求为导向的当代，体验消费的兴起导致供给市场也在变化，生产者开始将生产重心转移到体验型消费品上。结合旅游业能够提供异于寻常体验产品的特点，旅游业取得长足的发展符合当代的需求。作为旅游业的重要组成，古镇遗产旅游越来越受到旅游者的青睐。在这一过程中，游客数量不断增长，旅游收入也在不断增加，但是由于理论缺乏，实际操作困难等原因，古镇遗产旅游体验不足、体验质量等问题越来越多。面临这样的情况，如何能够解决古镇遗产旅游体验不足的问题，继而提升古镇遗产旅游者满意度已经成为亟待解决的问题。在这样的背景下，本文以体验作为研究视角，在对国内外体验理论研究、旅游体验研究、古镇遗产旅游研究和旅游者满意度研究进行归纳总结的基础上，以感知绩效理论为基础构建体验视角下古镇遗产旅游者满意度的测评模型。本文以杭州周边的古镇遗产旅游者为调研对象，利用spss16.0对调研数据分析，进而对本文假设进行验证。研究结果证实：旅游者基本信息会影响旅游者的体验感知；古镇遗产旅游者体验由环境体验、活动体验、服务体验三方面构成，而且体验感知通过体验价值影响旅游者满意度；体验价值和旅游者满意度呈正相关关系；旅游者体验期望以体验感知为中介反向影响旅游者满意度。最后，在实证研究的基础上本文提出提升古镇遗产旅游者满意度的策略：一、准确定位古镇遗产旅游市场；二、提升古镇遗产旅游体验质量；三、完善古镇遗产旅游外部支持系统。
[Abstract]:Since the world entered the era of experience economy, consumers are no longer satisfied with the consumption at the level of product entity, and the consumption demand is constantly changing, from the requirement of the quality and function of consumer goods to the attention to the consumption process and consumption experience. In the contemporary market demand-oriented, the rise of experiential consumption leads to the change of supply market, and producers begin to shift the focus of production to experiential consumer goods. Combined with the characteristics of the tourism industry to provide unusual experience products, tourism has made great progress in line with the needs of the contemporary era. As an important part of tourism, heritage tourism of ancient towns is more and more popular with tourists. In this process, the number of tourists continues to increase, tourism income is also increasing, but due to the lack of theory, practical operational difficulties and other reasons, there are more and more problems such as insufficient experience of heritage tourism in ancient towns, experience quality and so on. Faced with such a situation, how to solve the problem of the insufficient experience of heritage tourism in ancient towns, and then improve the satisfaction of heritage tourists in ancient towns has become an urgent problem to be solved. Under this background, this article takes the experience as the research angle of view, in the domestic and foreign experience theory research, the tourism experience research, the ancient town heritage tourism research and the tourist satisfaction research carries on the summary foundation, Based on the theory of perceived performance, this paper constructs an evaluation model of the satisfaction of heritage tourists in ancient towns from the perspective of experience. This paper takes the heritage tourists in the ancient towns around Hangzhou as the research object, uses spss16.0 to analyze the survey data, and then verifies the hypothesis of this paper. The results show that: the basic information of tourists will affect tourists' experience perception, the ancient town heritage tourist experience consists of three aspects: environmental experience, activity experience, service experience, and experience perception affects tourist satisfaction through experience value. There is a positive correlation between the experience value and the satisfaction degree of tourists, and the expectation of tourists' experience affects the satisfaction degree of tourists by using experience perception as an intermediary. Finally, on the basis of empirical research, this paper proposes strategies to improve the satisfaction of ancient town heritage tourists: first, accurately positioning the ancient town heritage tourism market; second, improve the quality of ancient town heritage tourism experience; third, Improve the ancient town heritage tourism external support system.
【学位授予单位】：杭州电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7;F274

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