基于游客感知的扬州古巷旅游体验价值研究  

Values of Tourism Experience in Ancient Lanes of Yangzhou Based on the Tourist Perceptions

作　　者：王格[1] 赵金霞[1] 

机构地区：[1]扬州职业大学,江苏扬州225009

出　　处：《扬州教育学院学报》2017年第1期39-43,81,共6页Journal of Yangzhou College of Education

基　　金：江苏高校哲学社会科学基金资助项目(2016SJD630095);江苏省"十二五"高等学校重点专业群建设项目【苏教高[2012]23号】

摘　　要：从游客感知角度研究旅游体验是有效识别体验价值的方式。通过对相关研究基础的分析,以扬州古巷为研究对象,以调研获取的数据,结合因子分析、方差分析等方法,研究游客在扬州古巷旅游体验的感知维度和差异。结果表明:扬州古巷的体验价值主要表现为文化与教育体验、审美与娱乐体验、服务与环境体验、社交与情感体验四个方面。在游客属性方面,不同性别、收入、职业的游客对扬州古巷体验感知差异不明显,而在年龄、受教育程度以及客源地等方面体验感知存在较大差异。据此,文章认为扬州古巷的旅游开发应当强化游客体验,提升体验价值,发挥经济、社会和生态的综合效益。The research on tourism experience from the perspective of tourist perception is a positive approach to i- dentifying experiential value. By analyzing the relevant basic researches, taking Yangzhou ancient lanes as subject, obtaining data from the survey, and combining factor analysis and variance analysis, this paper studies tourist percep- tion dimensions and differences in tourism experience of Yangzhou ancient lanes. The result shows that the values of experiencing the ancient lanes in Yangzhou reflects in four aspects： cultural and educational experience, esthetic and leisure experience, service and environment experience, and social and emotional experience. From the aspect of tourist attributes, the differences of experiential perception of Yangzhou ancient lanes are not significant in gender, income and profession, while significant in age, education and tourist source. The paper suggests that the government should strengthen tourists experience, enhance experiential value, and bring economic, social and ecological complex benefits into play while developing the tourism of Yangzhou ancient lanes.

关 键 词：扬州古巷 旅游体验 游客感知 因子分析 

分 类 号：F592.7[经济管理—旅游管理]