基于游客感知与评价的乡村旅游地发展研究——以西安上王村为例

Researches on the Rural Tourism Destination Development Based on Tourist's Perception and Evaluation——Taking Xi'an Shangwang Village as an Example

游客的感知与评价对乡村旅游地发展具有重要意义。利用IPA方法,在问卷调查的基础上,分析了游客对上王村各旅游因子的重要性和满意度及其匹配情况。提出乡村旅游发展应做精做强游客看重并比较满意的吸引物;积极改善游客看重但满意度低的吸引物;暂缓开发游客不太看重且满意度较低的吸引物;此外,要建立监控体系,对游客需求与感知进行动态掌控。

The perception and evaluation of tourists are very important to the development of rural tourism destination. The importance of every factor to tourist, visitor＇s satisfaction to each factor, the matching condition between importance and sat- isfaction were analyzed using IPA method based on a questionnaire survey. Based on the different tourists＇ expectation and satisfaction, the countermeasures and proposals were put forwarded.