基于IPA法的杭州市旅游感官体验质量研究  

Research on the Quality of Tourist Sensory Experience in Hangzhou Based on IPA Method

作　　者：林轶 余雪芬 LIN Yi;YU Xuefen(School of Business Administration,Guangxi University,Nanning 530004,China)

机构地区：[1]广西大学工商管理学院,南宁530004

出　　处：《科技和产业》2024年第17期155-162,共8页Science Technology and Industry

摘　　要：以杭州市为研究对象,收集多个旅游网站游客评论数据,采用内容分析法、主成分分析法与重要性-表现分析(IPA)法对游客的评论文本进行研究。结果表明,游客感官印象高度集中于自然景观、建筑景观、美食文化和文化表演,感官体验以视觉体验为主且大多数感官要素在游客的重要性程度较低,同时,不同游客群体在感官体验上也存在差异,因此政府与企业在制定政策时应充分认识游客感官体验的重要性。Taking Hangzhou City as the research object,the data of tourists’comments on several tourism websites were collected,and the comments were studied by using content analysis,principal component analysis and importance performance analysis(IPA)method.The results show that the sensory impression of tourists is highly concentrated on natural landscape,architectural landscape,food culture and cultural performance.The sensory experience is mainly visual experience and most of the sensory elements are of low importance to tourists.Meanwhile,different groups of tourists also have differences in sensory experience,so governments and enterprises should fully understand the importance of tourists’sensory experience when formulating policies.

关 键 词：杭州 旅游感官体验 重要性-表现分析(IPA)法 感官营销 

分 类 号：F592.7[经济管理—旅游管理]