文化创意型旅游地游客满意度指数测评模型——以北京798艺术区为例

A Measuring Model on Tourist SatisfactionIndex in Cultural Creative-type Tourism Destination——A Case of 798 Art Zone in Beijing

随着我国文化创意产业的快速发展,文化创意型旅游地成为我国一种新型的旅游目的地,测评其游客满意度指数有助于该类型旅游地的游客满意度提升和旅游业可持续发展。文章从游客期望、游客体验、游客评价、后旅游4个旅游活动阶段构建文化创意型旅游地游客满意度指数测评模型,并对典型文化创意型旅游地——北京798艺术区进行实证分析。研究结果表明:(1)798艺术区的游客总体满意度指数为3.6581,游客满意度指数最大的旅游活动阶段为体验阶段(1.7272),而期望阶段和评价阶段的满意度较小,游客满意度指数最大的旅游因素和指标分别为旅游景观感知要素(0.9098)、文化创意景观(0.4448);(2)基于测评模型和案例分析结果,分析文化创意型旅游地游客满意度的形成机理,并提出形成游客满意度主要因素为内部驱动因素(独特的文化创意景观、文化创意体验环境、科学有效的开发与管理等)和外部驱动因素(区域社会文化和经济发展水平、旅游地文化创意形象、创意旅游口碑、外部交通等)。

With the rapid development of cultural creative industries in China, cultural creative-type tourism destination is becoming a brand new tourist destination. Measuring tourist satisfaction index is conducive to the upgrade of tourist satisfaction and sustainable development of tourism industry. The paper makes an empirical analysis of 798 Art Zone in Beijing from four stages of tourist activities; namely, tourist expectation, tourist experience, tourist evaluation and post - travel. The results indicate： 1. Overall satisfaction index of Beijing 798 Art Zone is 3. 6581 and the largest satisfaction index during tourist activities is in the stage of experiesnce （1. 7272） , while satisfaction indexes in stages of expectation and evaluation are low. The largest satisfaction indexes on tourism factors and tourism index are tourism perceived elements of tourist landscapes （0. 9098） and cultural creative landscape （0. 4448 ） respectively. 2. Besed on the evaluation model and the results of case analysis, we try to analyze the forming mechanism of tourist satisfaction and propose the main factors of forming tourist satisfaction are internal driving force （unique cultural creative landscapes, cultural creative experience environment, scientific and effective development and management） and external driving force （regional socioeuhural and economic development level, cultural creative image in tourist destination, creative tourist reputation, external transport）.