上海世博会游客感知价值Fuzzy-IPA研究  

The Study on Visitors' Perceived Value on Shanghai World Expo Based on Fuzzy-IPA

作　　者：钱烨[1] 陆林[1] 朱付彪[1] 

机构地区：[1]安徽师范大学国土资源与旅游学院,安徽芜湖241003

出　　处：《华东经济管理》2011年第9期8-12,共5页East China Economic Management

基　　金：国家自然科学基金(40771059)

摘　　要：文章基于模糊综合评判和重要性-绩效分析相结合的方法,以2010年上海世博会为例,从创意、文化、科技、建筑、服务和基础设施感知价值等六大方面构建评价指标体系,基于问卷调查的方法获取上海世博会游客感知价值的基本状况,结合专家打分法获取感知价值权重,并对游客的感知价值进行量化分析。结果显示,文化感知价值和服务感知价值的权重较高,但是其服务感知和文化感知价值综合评分较低;创意感知、基础设施感知以及科技感知价值综合评分较高。采用IPA方法分析认为上海会展旅游在进一步提升质量以及提高游客感知价值和游客满意度的过程中,应深度挖掘产品的文化内涵和提高服务质量。Taking the 2010 Shanghai World Expo as an example, this paper constructs the evaluation index system from six aspects including the creativity, culture, technology, architecture, services and infrastructure based on the method of Fuzzy-IPA. Using questionnaire survey and expert scoring, the paper obtains visitors＇ perceived value and does a quantitative analysis. The result shows that the weight of culture and services perceived value is high, but their composite score is low. Besides that, the visitors perceive value of creativity, infrastructure and technology highly. On the base of IPA method, this paper suggests that the Expo should explore the cultural content of products deeply and improve service quality during the process of enhancing the visitors＇ perceived value and satisfaction.

关 键 词：游客感知 Fuzzy-IPA 上海世博会 会展旅游 

分 类 号：F061.5[经济管理—政治经济学]