传统古村落研学旅行游客满意度影响因素研究——以西递、宏村为例  

Influencing factors of educational tourist satisfaction in traditional ancient villages:The case of Xidi and Hongcun,China

作　　者：周彬[1] 陈园园 虞虎[3] 刘思怡 熊启昊 王立龙[4] ZHOU Bin;CHEN Yuanyuan;YU Hu;LIU Siyi;XIONG Qihao;WANG Lilong(Tourism Department,Ningbo University,Ningbo 315211,Zhejiang,China;Sino-European Institute of Tourism and Culture,University of Angers,Angers 49004,France;Institute of Geographic Sciences and Natural Resources Research,CAS,Beijing 100101,China;College of Life Science,Anhui Normal University,Wuhu 241199,Anhui,China)

机构地区：[1]宁波大学旅游系,浙江宁波315211 [2]法国昂热大学旅游与文化学院,法国昂热490043 [3]中国科学院地理科学与资源研究所,北京100101 [4]安徽师范大学生命科学学院,安徽芜湖241199

出　　处：《地理科学进展》2022年第5期854-866,共13页Progress in Geography

基　　金：国家社科基金项目(19BJY205);国家自然科学基金项目(42171223,41701164)。

摘　　要：开展传统古村落研学旅行游客满意度影响因素研究,对于构建以人为本的乡村研学旅行产品体系具有重要意义。论文以皖南地区典型的古村落西递、宏村为例,从游客体验视角,构建了研学旅行游客满意度影响因素的结构方程模型,并进行了模型的因素恒等性检验。结果表明:影响西递、宏村研学旅行游客满意度的旅游体验因素有文化认知、情感体验、审美体验和学习认知4种类型;从路径系数来看,案例地研学旅行者的文化认知(0.510)对游客满意度影响程度最大,情感体验(0.340)和审美体验(0.224)次之,学习认知(0.212)位居最后;论文构建的传统古村落研学旅行游客满意度结构方程模型具有跨样本稳定性特征。研究结果可为西递、宏村研学旅行课程开发和传统古村落研学旅行高质量发展提供决策参考。Educational tourism is one of the new tourism models in China.For traditional ancient villages,the development of educational tourism is of great significance to innovate and enrich the tourism model,promote the transformation and upgrading of tourism products,and build a people-oriented educational tourism supply system.Taking Xidi and Hongcun—typical ancient villages in southern Anhui Province and World Heritage Sites and national 5A scenic spots—as the study sites and educational tourism tourists(mainly primary and middle school students)as respondents,and based on 547 samples of questionnaire data,this study constructed a structural equation model of the influencing factors of educational tourism tourist satisfaction from the perspective of tourist experience,and conducted a cross-sample stability test of the model.The results show that:1)The factors that influence the tourist satisfaction on study travel to traditional ancient villages include cultural cognition,emotional experience,aesthetic experience,and learning cognition.Among these factors,tourists have the deepest perception of learning cognition(4.026),followed by aesthetic experience(4.033),cultural cognition(3.884),and emotional experience(3.801).2)The results of the structural equation model show that cultural cognition,emotional experience,aesthetic experience,and learning cognition of educational tourism tourists in Xidi and Hongcun all have a significant positive impact on the satisfaction of these tourists.In terms of the magnitude of path coefficient,cultural cognition is the primary factor affecting the satisfaction of educational tourism tourists,with a path coefficient of 0.510;emotional experience is the second most influential factor,with a path coefficient of 0.340;aesthetic experience and learning cognition rank third and fourth,with path coefficients of 0.224 and 0.212 respectively.3)The model has good cross-sample stability.Three nested models were obtained by gradually adding parameter constraints to the benchmark model,and the

关 键 词：研学旅行 游客满意度 传统古村落 西递 宏村 

分 类 号：G639.2[文化科学—教育学] F592.7[经济管理—旅游管理]