旅游体验下的昆明市花卉旅游发展对策研究

发布时间：2018-04-05 00:18

本文选题：旅游体验　切入点：花卉旅游　出处：《云南财经大学》2016年硕士论文

【摘要】：随着旅游体验时代的到来,消费者对于产品和服务的需求逐渐转变成注重体验过程和体验质量的消费阶段,寻求快乐和难忘的体验旅游将取代传统的观光旅游活动。花卉旅游是旅游业与花卉业相融合的新型旅游经济,同时集经济效益、社会效益、生态效益于一体,具有较大的发展前景。昆明素有“春城”的美称,一年四季花常开,目前,昆明花卉旅游主要以观赏、购物为主,未能给予游客丰富深层的体验,表现出体验感知不佳、满意度偏低的现象,因此如何利用昆明丰富的花卉资源来发展具有高质量体验性的花卉旅游,如何满足游客的体验需求,加快昆明市花卉旅游的发展,成为具有重要实践应用意义的研究课题。本研究从体验角度出发,在对体验旅游、花卉旅游进行文献梳理与分析的基础上,通过开展问卷调查活动,得到实证研究设计的相关数据和信息。利用描述性统计分析、方差分析、配对样本检验和IPA分析等分析方法,对游客体验感知进行分析和研究,得出游客人口基本特征、游客出游行为特征对游客体验感知维度的差异以及影响,明确游客在花卉旅游体验感知维度的体验前期望程度与体验后满意程度上的差异,并在此基础上提出花卉旅游发展对策。主要研究内容与成果如下:第一,在梳理和分析相关文献资料的基础上,提出了花卉旅游体验五大维度,并确定了体验测量指标。第二,利用独立样本T检验与单因素方差分析方法分析游客人口特征及其行为特征对游客体验感知各维度影响,发现对于不同的游客特征,游客的期望程度都普遍要高于游客满意程度。第三,对数据进行配对样本T检验与IPA分析,从中寻找和分析昆明市花卉旅游现阶段提供的体验产品与服务与游客期望之间的差距,指出薄弱环节。第四,针对花卉旅游的游客体验感知所反映出来的问题提出基于体验导向的花卉旅游发展对策。
[Abstract]:With the arrival of the era of tourism experience, consumers' demand for products and services has gradually changed into a stage of consumption focusing on the experience process and experience quality. The pursuit of happy and unforgettable experience tourism will replace the traditional sightseeing activities.Flower tourism is a new type of tourism economy, which combines tourism with flower industry. It has a great prospect of development with the integration of economic, social and ecological benefits.Kunming, known as the "Spring City," is known as the "Spring City," and flowers often bloom all year round. At present, Kunming flower tourism mainly focuses on viewing and shopping, and fails to give tourists a rich and deep experience, showing the phenomenon of poor experience perception and low satisfaction.Therefore, how to make use of the rich flower resources in Kunming to develop flower tourism with high quality and experience, how to meet the experience demand of tourists, and how to speed up the development of flower tourism in Kunming has become an important research topic with practical significance.On the basis of literature review and analysis of experience tourism and flower tourism, this study obtains the relevant data and information of empirical research design through questionnaire survey.By means of descriptive statistical analysis, variance analysis, paired sample test and IPA analysis, this paper analyzes and studies the perception of tourist experience, and obtains the basic characteristics of tourist population.The difference and influence of tourist travel behavior characteristics on the dimension of tourists' experience perception, and the difference of expectation degree before experience and satisfaction level after experience of tourists in the dimension of perception of flower tourism experience.On this basis, the development of flower tourism countermeasures are put forward.The main research contents and results are as follows: first, on the basis of combing and analyzing the relevant literature, the paper puts forward five dimensions of flower tourism experience, and determines the measurement index of experience.Secondly, using independent sample T-test and single-factor ANOVA to analyze the impact of tourist demographic and behavioral characteristics on different dimensions of tourist experience perception, and find out that for different tourist characteristics,The expectation of tourists is generally higher than the satisfaction of tourists.Thirdly, the paper makes T test and IPA analysis of matched samples to find and analyze the gap between the experience products and services provided by flower tourism in Kunming at the present stage and the expectation of tourists, and points out the weak links.Fourthly, to solve the problems reflected by the tourists' experience perception of flower tourism, this paper puts forward the development countermeasures of flower tourism based on experience orientation.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.7

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