旅游演艺游客感知影响因素及价值提升对策研究

Research on the Factors of the Tourism Performing Perceived Value and the Measures to Improve the Perceived Value

游客是旅游演艺活动的消费者,游客对旅游感知价值的大小直接决定旅游演艺项目的成败。旅游演艺感知价值包括产品价值感知、服务价值感知和认知成本感知3个维度,旅游演艺资源特色、旅游演艺解说系统、旅游演艺服务人员态度、与地区文化风俗匹配度、民俗风情以及旅游演艺产品门票价格等是旅游演艺感知价值的重要影响要素。旅游演艺需要通过突出项目特色,提升服务质量,制定合理的门票价格,设计新奇、互动的项目等措施来提升旅游演艺游客感知价值。

Tourists are consumers of tourism performing, and the tourism performing perceived value directly determines the suc- cess of tourism performing project. The tourism performing perceived value is determined by three dimensions of perceived value of tourism performing products, perceived value of its service quality and the cognitive of its cost. The important influence factors are characteristics of tourism performing resources, interpretation system, staff attitude, the level of matching local cultural cus- toms, customs and ticket prices. Related to the results, there are some measures to improve the perceived value, such as focusing tourist resource features and regional by the selection of performing projects; upgrading the quality of service; pricing reasonably; highlight novelty and interactivity of the project.