基于IPA分析的磁器口古镇夜间旅游体验满意度研究  

Study on night tourism experience satisfaction of Ciqikou Ancient Town based on IPA analysis

作　　者：杨淑梅[1] 蒋博州 荣露琴 YANG Shumei;JIANG Bozhou;RONG Luqin(School of Geography and Tourism,Chongqing Normal University,Chongqing 401331,China;School of Fine Arts,Chongqing Normal University,Chongqing 401331,China)

机构地区：[1]重庆师范大学地理与旅游学院,重庆401331 [2]重庆师范大学美术学院,重庆401331

出　　处：《高师理科学刊》2021年第5期66-71,共6页Journal of Science of Teachers＇College and University

基　　金：重庆师范大学高等教育教学改革研究项目(202008);重庆市高等教育教学改革研究项目(193088)。

摘　　要：近年来,夜间旅游已成为旅游市场发展的新趋势之一,多地积极发展夜经济,提高旅游竞争力.目前,磁器口古镇日间旅游优势明显,但夜间旅游不突出,为改善这一现状,对古镇242名游客进行实地调研,从游客感知视角选取5个要素20项评价指标进行调查,采取Likert5分量表法借助IPA分析法对磁器口古镇夜间旅游体验影响因素的重要性与实际满意度进行分析.结果表明,游客对磁器口古镇夜间旅游体验的期望均值远高于实际体验满意度均值.基于IPA分析20项评价指标具体分布情况为:表现良好区4项、继续维持区3项、缓慢改善区9项、重点改进区4项.因此,提出优化夜间旅游环境从规范商铺歇业时间、延长夜间公共交通运营时间、丰富夜间文旅产品、保障夜间旅游环境的安全舒适性、完善景区夜间旅游线路等5个方面改进建议,为磁器口古镇景区后续发展提供借鉴.In recent years,night tourism has become one of the new trends in the development of tourism market,many places actively develop night economy and improve tourism competitiveness.At present,Ciqikou Ancient Town has obvious advantages in day tourism,but not in night tourism.In order to improve this situation,from the perspective of 242 tourists′perception,selects 5 elements and 20 evaluation indexes for investigation.The evaluation adopts Likert5-point scalemethod and IPA analysis method to analyze the importance and actual satisfaction of the influencing factors of Ciqikou Ancient Town′s night tourism experience.The results show that tourists′expectation of night tourism experience in Ciqikou Ancient Town is far higher than the actual experience effect.Based on the IPA analysis,the specific distribution of 20 evaluation indexes is as follows,4 good performance areas,3 continuous maintenance areas,9 slow improvement areas and 4 key improvement areas.Therefore,puts forward five suggestions to optimize the night tourism environment,including standardizing the closing time of shops,extending the operation time of night public transport,enriching the night cultural tourism products,guarantee the safety and comfort of night tourism environment and improving the night tourism routes of scenic spots,which provides reference for development of Ciqikou Ancient Town.

关 键 词：夜间旅游 游客感知 IPA分析 磁器口古镇 

分 类 号：F590[经济管理—旅游管理]