美食节感知质量及提升策略研究

Study on the Perceived Quality of Gourmet Festival and Its Strategy for Improvement

文章分析美食节感知质量的评价指标,探讨美食节质量属性的重要性和绩效,并提出针对性的质量提升策略。借助文献分析、消费者访谈和小样本检验得到具有21项指标的感知质量测度量表。实施拦截式调查得到307个有效样本,实施配对样本t检验和重要性—绩效分析之后,发现美食节感知质量主要体现为核心产品和服务、配套设施和服务、增值服务3个方面,其中前两方面游客赋予高重要性。核心产品和服务应持续投入资源保证质量,而配套设施和服务应重点投入资源提升质量。

The paper tries to analyze the evaluation indicators of perceived quality of gourmet festival,discuss the importance and performance of its quality attributes and bring forward the strategy for quality improvement.The perceived quality measuring table with 21 articles is obtained with the help of literature analysis,interviews with consumers and sample tests.307 valid samples are obtained after random investigations and after the analysis of paired tests of samples and importance-performance,we find that the perceived quality of gourmet festival is mainly embodied in its key products and services,supporting facilities and services as well as value-added service.The visitors attach great importance to the former two services.Continuous input of key products and service will guarantee its quality and various resources should be focused on supporting facilities and services to upgrade its quality.