基于因子分析的民族文化旅游演艺产品游客感知评价体系研究——以“印象刘三姐”实景演出为例

RESEARCH ON THE EVALUATION SYSTEM OF THE TOURIST PERCEPTION OF ETHNIC CULTURAL TRAVEL PERFORMING ARTS PRODUCTS BASED ON FACTOR ANALYSIS——A Case Study of "Liu San Jie Impression" Live Performance

以民族文化旅游演艺产品为研究对象,首先回顾了国内外游客感知研究相关文献,然后从分析民族文化旅游演艺产品游客感知的影响因素入手,构建了一个评价民族文化旅游演艺产品游客感知的多层次指标体系,并利用因子分析法对指标体系进行定量分析,通过因子分析法,萃取出5个民族文化旅游演艺产品游客感知意象评价因子———魅力性、知识性、传统性、娱乐性、真实性,可以识别民族文化旅游演艺产品存在的主要影响因素及其影响程度,从而可以有效地解决民族文化旅游演艺产品开发、管理和营销方面的问题。

With the rapid development of domestic tourism and the increasing awareness of people to relax, China＇s travel performing arts industry shows strong growth trend. The distortion of ethnic cultural travel performing arts products is getting worse in the development of ethnic tourism. It is necessary to build an evaluation system of the tourist perception of ethnic cultural travel performing arts products, so as to enhance the management of ethnic cultural travel performing arts products. Based on the theory of factor analysis, this paper employs Expert Analytic Method for data collecting and adopts SPSS for factorial analysis to calculate the factor loading matrix. Tourist perception is an important concept and theory in the studies of consumer experience and the quality of experiences. This concept has recently been employed to study tourist experience. This paper selects＂Liu San Jie Impression＂ live performance as an example through which Chinese tourists＇ perceived values of such ethnic cultural travel performing arts products are analyzed and verified. Ethnic cultural travel performing arts products for the study by reviewing the evaluation of domestic and foreign research on the evaluation system of the tourist perception, and based on qualitative interviews and the previous literature, the paper constructs a scale of ethnic cultural travel performing arts tourists＇ perception and measures ethnic cultural travel performing arts tourist experiences in terms of this scale. It also tests the relationship between tourist satisfaction and tourist perception.