游客体验会影响休闲旅游城市品牌塑造吗?——基于杭州市旅游景点282份的调研数据

Does Tourist Experience Affect the Brand Building of Leisure Tourist Cities? ——An Empirical Research Based on 282-Questionaire Survey in Scenic Spots of Hangzhou

以杭州市著名旅游景点为案例地,利用SPSS17.0在对问卷的信度和效度检验的基础上,经过描述性统计分析,得出相关数据,并进一步运用回归分析对游客体验与休闲旅游城市品牌的相关性进行了深入探讨。研究结果显示:游客的友好态度、城市整体休闲氛围、对杭州市的印象和对杭州市的住宿感受等四个变量对杭州市休闲旅游品牌塑造满意度有显著影响;单个变量影响因素越高,杭州市休闲旅游城市品牌塑造总体满意度就越高。

The research tests the reliability and validity of the case studies in Hangzhou＇s famous scenic spots with SPSS 17.0,and gains the related data through descriptive statistical analysis. It proceeds to explore,by means of regression analysis ,the relativity between tourist experience and brand building of leisure tourist cities. The research finds that the satisfaction of the building of Hangzhou＇s leisure tourist brand is remarkably affected by four variations：the amity of tourists,the overall leisure atmosphere of Hangzhou,the impression and the accommodation experience of the city. The more influential an individual factor becomes, the greater overall satisfaction is achieved in buildin~ the brand of a leisure tourist city.