基于扎根理论的特色旅游小镇游客感知评价研究——以棣花古镇为例  

Evaluation Research of Tourists Perception about Characteristic Tourism Town Based on"Grounded Theory"--Taking Dihua Ancient Town for an Example

作　　者：刘笑明[1] 莫彬琳 LIU Xiaoming;MO Binlin(College of Economics and Management,Xi'an Shiyou University,Xi'an,Shaanxi,7100065,China)

机构地区：[1]西安石油大学经济管理学院,陕西西安710065

出　　处：《西安石油大学学报（社会科学版）》2023年第2期36-43,共8页Journal of Xi’an Shiyou University:Social Science Edition

基　　金：陕西省哲学社会科学研究专项“以六大理念指引陕西文化和旅游业高质量发展”(2023HZ042)。

摘　　要：运用扎根理论,对棣花古镇游客网络点评资料进行归纳式感知提取与分析,构建古镇景区游客感知评价模型。分析结果显示,游客对古镇旅游持强烈的正面感知,给予了较高评价;但商业气息过浓,同质化突出,营销宣传不足等成为突出问题。特色旅游小镇要实现高质量发展,必须重视对游客感知评价的监测与管理,从产品创新、特色保护、营销宣传、品牌建设等方面提升游客的正面感知与体验。Taking the ancient town Dihua as an object,this paper uses the grounded theory to extract and analyze the tourists'network comment data inductively,and constructes the tourist perception and evaluation model of ancient town scenic spot.The analysis results show that tourists have a strong positive perception for ancient town tourism and give a high value on it.However,these problems like the overrich commercial atmosphere,the prominent homogeneity,and the lacked marketing propaganda,have become more obvious and prominent.Therefore,it is considered that in order to achieve high-quality development,characteristic tourism towns must pay attention to the monitoring and management of tourists'perception and evaluation,and improve tourists'positive perception and experience from the aspects of product innovation,characteristic protection,marketing publicity and brand construction.

关 键 词：游客感知 扎根理论 特色旅游小镇 棣花古镇 

分 类 号：F592.7[经济管理—旅游管理]