景区标准化与游客期望的差异性研究——以乔家大院为例  

Research on the Difference between Standardization of Tourist Attractions and Expectation of Tourists——Taking Qiao’s Courtyard as an Example

作　　者：李瑞露 李晋宏[1] 夏德建 贾春艳 LI Rui-lu;LI Jin-hong;XIA De-jian;JIA Chun-yan(Taiyuan Normal University;Shanxi Culture and Tourism Development Center)

机构地区：[1]太原师范学院 [2]山西省文化和旅游发展中心

出　　处：《中国标准化》2022年第10期29-33,38,共6页China Standardization

摘　　要：推进旅游景区标准化发展是实现品质旅游发展的必然要求。目前,我国A级旅游景区标准化体系的起草和验收评定形式主要依靠政府主导的“专家式”,缺乏市场的参与和游客评价,导致由专家评定的5A级景区未必是受市场欢迎或好评的景区,这种供需不对等和标准与市场脱节的现象亟需调整与优化。本文以乔家大院作为研究案例,对比分析“5A”牌照“挂与摘”中景区质量评定与游客需求之间的差距,找出旅游标准化建设和验收评定方面的不足,以期为2025年实现标准供给由政府主导向市场转变提出可行性建议。Promoting the standardization development of tourist attractions is an inevitable requirement to realize the development of quality tourism. The standardization system of A-class tourist attractions in China is drafted and evaluated by "experts" with the leading role of government, which lacks market participation and tourists evaluation, causes that 5A tourist attraction evaluated by experts is not popular with the market or highly praised by consumers, the unequal relationship between supply and demand and the discrepancy of standards and market need adjustment and optimization.Taking Qiao’s courtyard as a case of study, this paper makes a comparative analysis of the gap between the quality assessment of tourist attractions and the demand of tourists, finds out the deficiencies in the tourism standardization construction and acceptance assessment, and puts forward feasible suggestions for realizing the transformation of standard supply from government-led to market-oriented in 2025.

关 键 词：乔家大院 旅游景区 标准化 市场化 

分 类 号：F592.7[经济管理—旅游管理] F203[经济管理—产业经济]