旅游演艺产品质量测量量表开发的实证研究

An Empirical Study on the Development of Measuring Scales of Tourism Performing Arts Quality

随着旅游业的快速发展,旅游演艺逐渐从旅游目的地的附属产品发展成为重要的旅游吸引物。依据服务营销理论,旅游演艺产品质量对旅游目的地形象以及游客的态度和行为产生显著的影响,因此,本文以旅游演艺为研究对象,从游客感知视角设计开发了旅游演艺产品质量测量量表。研究发现,旅游演艺产品质量包含7个维度,31个测量项目;实证研究结果也表明,旅游演艺产品质量测量量表具有较好的信度和效度,可以用来测量游客对旅游演艺产品质量的感知和评价。

With the rapid development of domestic tourism, tourism performing arts, as affiliate tourism product, are gradually becoming primary attractions of tourist destinations. From service marketing perspective, the quality of totmsm performing arts has the significant influence not only on tourist destination images, but also on tourists＇ attitudes and behaviors. Based the perspective of on tourist perceptions, this paper takes tourism performing arts as the object, develops a set of quality measuring scale, and makes an empirical study. The resuh indicates that the quality of tourism performing arts includes 7 dimensions, and 31 measurement items, it also proves the high reliability and validity of the scale that is available to assess and measure tourists＇ perception of the quality of tourism performing arts.