“扎根理论”视角下的文化产业园游客感知评价研究——以北京798艺术区为例  

Evaluation of the Tourists' Perception in Cultural Industry Parks from the Perspective of “Grounded Theory”:Taking Beijing 798 Art District as an Example

作　　者：谭乔西 TAN Qiao-xi(National Institute of Cultural Development, Wuhan University, Wuhan 430072, Chin)

机构地区：[1]武汉大学国家文化发展研究院,湖北武汉430072

出　　处：《兰州大学学报（社会科学版）》2018年第3期70-82,共13页Journal of Lanzhou University（Social Sciences）

基　　金：国家科技支撑计划"少数民族及特色文化保护与展示技术应用示范"(2015BAK03B00);"荆州大遗址楚文化数字化保护及传播技术集成示范"(2015BAK03B04)

摘　　要：游客感知是衡量文化产业园区服务水平的标尺,也是提升园区管理服务水平的基本依据。利用扎根理论和量化分析方法,对典型的艺术街区类文化产业园区——北京798艺术区进行游客感知度的总体分析,提出艺术类文化产业园区游客感知的理论研究模型和评价体系,并依据量化方法对园区游客感知特征进行实证分析,发现游客对园区的地理位置及交通、园区的品质与服务、园区氛围与活动组织等,都存在较高的敏感度。其中,"旧址原貌、园区氛围、活动参与"是正面评价主要来源,"地理位置及交通、餐饮和商品价格、商品质量、园区管理水平"则是负面评价的主要来源。这为文化产业园区的策划设计和管理优化提供了现实的经验基础,有利于促进文化产业园区提升管理和服务水平。Tourists＇ perception is a yardstick for assessing the service of cultural industrial parks and basis for improving its management. Based on the grounded theory and quantitative analysis methods, this paper conducts an overall analysis of tourists＇ perception in a typical art district-type cultural industry park, Bei- jing 798 Art District, and proposes a theoretical research model and evaluation system for tourists＇ percep- tion in art cultural industry parks. By using quantitative method, this paper makes an empirical analysis of the characteristics of tourists＇ perception of the park and finds that tourists have high sensitivity to the park＇ s geographical location, traffic, product quality, service, park atmosphere and activity organization. Among them, ＂the original appearance of the site, park atmosphere, participation in activities＂ are the main sources of positive evaluation, while ＂geographical location and traffic, catering and commodity prices, product qual- ity and park management＂ are the main sources of negative evaluation. These evaluations not only provide practical experience for the planning and design as well as management optimization of the parks, but also are conducive to promoting the parks＇ service.

关 键 词：文化产业园区 北京798艺术区 扎根理论 游客感知 满意度评价 

分 类 号：G245[文化科学]