安徽省红色旅游供需错配与优化治理  

Supply-demand Mismatch and Optimal Management of Red Tourism in Anhui Province

作　　者：王钦安[1] 王晓娜 周亮广[1] 范君[2] WANG Qinan;WANG Xiaona;ZHOU Liangguang;FAN Jun(School of Geographic Information and Tourism,Chuzhou University,Chuzhou,Anhui 239000,China;Academic Publication Center,Anhui University of Science&Technology,Huainan,Anhui 232001,China)

机构地区：[1]滁州学院地理信息与旅游学院,安徽滁州239000 [2]安徽理工大学学术出版中心,安徽淮南232001

出　　处：《安徽理工大学学报（社会科学版）》2020年第5期11-18,共8页Journal of Anhui University of Science and Technology:Social Science

基　　金：安徽省社科普及规划项目(GZ18027);安徽省高校人文社会科学重点项目(SK2018A0420);安徽理工大学社科联重点项目(SKL2019202001)。

摘　　要：在迈向优质旅游的进程中,红色旅游供需错配现象日渐凸显。将IPA模型的“重要度-满意度”分析和5GAP模型的差距分析相融合,对安徽省红色旅游目的地供需分析发现:在总体市场中,游客对红色旅游目的地资源禀赋的期望值与满意度均相对较高,目的地6个评价维度及其指标值均呈现出游客期望值高于满意度的供需错配态势;在高学历市场中,游客感知的旅游目的地供需错配现象更为明显,除交通环境外,游客对目的地供给维度的重要度评价均高于总体市场,但对目的地供给绩效满意度评价均低于总体市场;IPA分析发现,优势区共包括5项因子,均属于资源禀赋维度;修补区包括5项因子,分属于交通条件和服务水平两个维度;机会区共有12项因子,分属于产品特色、景区设施、开发管理与服务水平四个维度;维持区只有2项因子,分属于开发管理和产品特色两个维度。最后从资源、产品和管理方面提出了优化治理逻辑与建议。In the process of moving towards high-quality tourism,the mismatch between supply and demand of red tourism has become increasingly prominent.Combining the“importance-satisfaction”analysis of the IPA model and the gap analysis of the 5GAP model,the analysis of the supply and demand of red tourism destinations in Anhui Province found:in the overall market,tourists’expectations and satisfaction with the resource endowment of red tourism destinations are both relatively high.The six evaluation dimensions of destinations and their index values all show a mismatch of supply and demand that tourists’expectations are higher than satisfaction.In the highly educated market,the mismatch between supply and demand of tourist destinations perceived by tourists is more obvious.Except for the traffic environment,tourists’evaluation of the importance of the dimension of destination supply is higher than that of the overall market,but their satisfaction with destination supply performance is lower than the overall market.According to IPA analysis,the dominant region includes 5 factors,all of which belong to the dimension of resource endowment.The patching area includes five factors,which belong to two dimensions of traffic conditions and service level.There are 12 factors in the opportunity area,which are divided into four dimensions:product features,scenic facilities,development management and service level.The maintenance area has only two factors,which fall into two dimensions:development management and product features.Finally,the logic and Suggestions of optimizing governance are put forward from the aspects of resources,products and management.

关 键 词：红色旅游 供需错配 优化治理 

分 类 号：F590[经济管理—旅游管理]