基于因子分析的民族文化旅游产品真实性评价体系研究

RESEARCH ON THE EVALUATION SYSTEM OF THE AUTHENTICITY OF ETHNIC CULTURAL TOURISM PRODUCTS BASED ON FACTOR ANALYSIS

目前国内外关于民族文化旅游产品真实性的研究非常薄弱。民族文化评价指标体系是由建筑及遗迹、服饰、饮食、工具及工艺品、语言及口承文化、节庆和习俗等6个方面共28个指标构成的系统。采用专家打分法采集相关数据,运用SPSS法对数据进行因子分析,计算因子载荷矩阵,从而构建了民族文化旅游产品真实性评价模型。运用模型,可以识别民族文化旅游产品真实性的主要影响因素及其影响程度,有效解决民族文化保护与开发之间的矛盾。

The distortion of ethnical culture is getting worse in the development of ethnic tourism.It is necessary to build an evaluation system of the authenticity of ethnic cultural tourism, so as to enhance the management of authenticity of ethnic cultural tourism products. But the study on it is quite weak both at home and abroad. 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. So the authenticity evaluation model of ethnic cultural tourism products is hereby set up. The system is composed of 6 aspects, including 28 index： architecture, relics, costume, diet, tool and handicraft, language and horn mouthpiece culture, festival celebration and custom. The contribution rate of the total accumulative variance is up to 91.566% which is quite representative of asseseement information of 28 ethnic cultural authenticity indexes. We obtain the com- prehensive indexes that influence the authenticity of ethnical culture, which are also main factors. According to quantity relationship between main factors and indexes, we can calculate score points of main factors by formula. Using the model, this paper analyzes the influencing factors of the authenticity of ethnical culture. We conclude that architecture and relics, costume, language and horn mouthpiece culture, festival celebra- tion, custom, diet culture, tool and handicraft are the most important factors that influce the authenticity of ethnical culture; This model can be used for distinguishing major influential factors of the authenticity ethnic culture tourism products and the degree of influences, We can effectively resolve the contradiction between the protection and development of ethnic culture. Hence we can get a win-win situation between the protection and development of ethnic culture.