文化创意型旅游地游客满意度测评及影响因子分析——以上海市田子坊、M50和红坊为例  

Tourists' satisfaction and influencing factors in cultural and creative tourism destination for Tianzifang,M50 and Hongfang in Shanghai

作　　者：罗慧敏[1] 喻忠磊[1] 张华[1] 

机构地区：[1]北京师范大学地理学与遥感科学学院,北京100875

出　　处：《资源科学》2016年第2期353-363,共11页Resources Science

基　　金：北京高等学校青年英才计划项目(YETP0290)

摘　　要：文化创意型旅游地是基于文化创意产业发展而来的一种新型旅游地,对其游客满意度的研究可以为该类型旅游地的可持续发展提供参考。文章基于美国顾客满意度指数模型,综合考虑文化创意型旅游地自身特性和旅游行为特征,构建文化创意型旅游地游客满意度指标体系和测评模型,采用偏最小二乘法确定其中的权重,并对田子坊、M50和红坊3个上海典型的文化创意型旅游地进行满意度测评,识别其主要影响因素。研究表明:文化创意型旅游地游客满意度的主要影响因子为主题特色、创意、文化内涵、文化创意交流环境等反映旅游地文化创意资源的变量,其次,购物环境和卫生状况也是重要影响因子;游客对3个旅游地均较为满意,其中以田子坊游客满意度指数(3.649)最高,M50(3.609)紧随其后,红坊(3.447)最低;由满意度-重要程度综合分析法(IPA)指数可知,田子坊发展态势良好,M50应完善旅游地购物环境和文化交流环境,红坊则应加强购物环境建设。Cultural and creative tourism destination,as a brand-new tourism destination,is defined as a synthesis intergrating creativity,culture,landscape and tourism services. The tourist satisfaction of cultural and creative tourism destinations based on cultural creative industries is conductive to the sustainable development of tourism. Here,based on the American Customer Satisfaction Index and partial least squares method,we construct an index system and evaluation model of tourist satisfaction for cultural and creative tourism destinations. We measure the tourist satisfaction of Tianzifang,M50 and Hongfang in Shanghai,China and identify those factors affecting tourist satisfaction. The results show that decisive factors influencing tourist satisfaction are theme features,creativity,culture and environment for exchanging culture and creation;inferior factors are shopping environment and sanitary conditions. From this pastern, we can see that the landscapes and services of tourism destinations are of great importance to tourist satisfaction,because they influence tourists＇ experience effects. Culture and creativity,as the core attraction of the destination,are also very important to tourist satisfaction. Overall,the three tourism destinations can basically meet the needs of tourists. Among three tourism destinations,the highest satisfaction index is at Tianzifang（3.649）,the second is M50（3.609）,followed by Hongfang（3.447）. The IPA index shows that Tianzifang develops well,M50 and Hongfang should improve the shopping environment,and M50 should perfect the environment for exchanging culture and creation. Based on the above conclusions, we suggest that, in order to attract more tourists, cultural and creative tourism destinations should make good use of cultural resources and strengthen theme features. Further,it is necessary to improve tourism service facilities for the sake of better tourism environments.

关 键 词：文化创意型旅游地 游客满意度 测评指标模型 影响因子 上海 

分 类 号：F592.7[经济管理—旅游管理]