入境游客对我国非物质文化遗产的满意度及其度量模型研究——以苏州昆曲为例

A STUDY OF THE INTERNATIONAL Tourists' SATISFACTION ON CHINESE INTANGIBLE CULTURE HERITAGE AND ITS MEASURE MODELS ——A Case Study of Suzhou Kun Opera

本文选取具有中国传统文化特色的苏州昆曲为研究对象,运用因子分析、回归分析等方法,研究了入境游客对我国非物质文化遗产的满意度及其度量模型。结果发现:①入境游客对我国非物质文化遗产昆曲有着很高的正面评价,集中体现在昆曲的"魅力性"、"知识/愉悦性"、"传统性"、"价值性"四个方面;②不同人口统计学特征的入境游客对我国非物质文化遗产的实地感知存在显著性的差异;③不同满意度理论模型与入境游客总体满意度的关系存在显著差异。最后为我国非物质文化遗产旅游产品的开发提出了参考建议。

This paper has the typical Chinese traditional art,Kun opera,as the object,analyses the international tourists＇ satisfaction on Chinese intangible culture heritage and its measure model.The data of this research is from field survey.The authors measure the international tourists＇ satisfaction,and analysis the relativity between the international tourists＇ satisfaction and the whole tourists＇ satisfaction.And then compare the model of the EXPECTATION EQUILTY,NORM and ACTUAL through the multiple regression analysis.It shows that（1） international tourists have high appraisal in Chinese intangible culture heritage Kun opera.（2） different demographic characteristics of international tourists have different impressions on the Chinese intangible culture heritage,Kun opera,and there also have different satisfaction.Female international tourists have a higher appraisal on Chinese intangible culture heritage than that of male＇s.Young tourists have a high appraise on the ＂charm＂ of Kun opera,but the middle-aged and older tourists prefer the ＂tradition＂ of the Kun opera;the bachelors have a higher recognition of the ＂knowledge / pleasure＂ of Kun opera than that of others＇.Students,workers and retirees pay more attention to the ＂value＂ of the Kun opera;（3） the satisfaction measured by different models have different relativity to the total satisfaction.Compared with other models,the ACTUAL model is more suitable for measuring the international tourists＇ satisfaction on Chinese intangible culture heritage.Finally,the authors put forward suggestions for the Chinese intangible culture heritage exploitation,and set up a satisfaction measure model.