基于游客体验视角的现代节事旅游开发研究——以开封菊花文化节为例  

A Study on Development of Modern FSE Based on Tourist Experience: An Example of Kaifeng Chrysanthemum Show

作　　者：赵现红[1] 

机构地区：[1]河南财经政法大学旅游与会展学院,郑州450002

出　　处：《地域研究与开发》2014年第3期117-121,126,共6页Areal Research and Development

基　　金：教育部人文社会科学研究规划基金项目(12YJAZH204);河南省教育厅人文社会科学研究项目(2013-ZD-055);河南财经政法大学重大项目(201306)

摘　　要：在政府主导下我国节事旅游发展迅猛,但是对市场需求特征的关注明显不足。在顾客价值理论的指导下,应用因子分析、结构方程等方法,实证分析参加开封菊花文化节的旅游者的体验过程,结果发现:(1)现代节事旅游者感知价值可分为享乐价值(包括玩乐价值、美感价值)和实用价值(包括服务价值、便利价值和价格感知)2个层面,两者的功效类似于双因素理论的激励因素和保健因素。(2)节事旅游者价值感知对旅游体验有显著影响作用,其中享乐价值对总体满意度和重游意愿均具有显著的正向影响;实用价值对满意度有显著正向影响,对重游意愿的影响并不显著。(3)节事旅游举办地除了提升旅游者实用价值外,提升旅游者的享乐价值对旅游市场开发更有意义。In recent years, FSE in China is developing rapidly, but lack of tourist behavior character research. Based on customer value theory, this paper analysis tourist experience of Kaifeng Chrysanthemum show through the method of factor analysis and structural equation. The following findings are obtained ： 1 ） Festival tourist perceived value can be divided into the hedonic （including play value and aesthetic value） and utilitarian （including service value, convenient value and price perception） dimensions. 2）Festival tourist perceived value has significant influence on the tourism experience, for example, the hedonic value has significant influence on the overall satisfaction and the willingness to revisit; utilitarian value has a significant positive effect on satisfaction, but has little influence on the willingness to revisit. 3 ） It is hoped that value dimensions and measuring scales could be useful means to create and deliver consumption value and bring competitive advantage during festivals.

关 键 词：感知价值 满意度 重游意愿 开封菊花文化节 

分 类 号：F590[经济管理—旅游管理]