旅游地实景演艺产品观众满意度分析——以张家界“天门狐仙”为例

Analysis of Audiences' Satisfaction Degree to Live Entertainment Product in Tourist Areas:A Case Study of “A Fairy Fox of Tianmen Mountain” in Zhangjiajie

旅游地实景演艺产品观众满意度是沿着"观众期望—产品体验—感知评价—消费反馈"的路径逐步形成的,其中,"产品体验"是最重要影响因素。目前,"产品体验"因素中的六个影响因子对观众满意度的贡献大小不一,未来观众满意度的提升,需对贡献度低的"服务、互动"等短板环节进行重点改进;同时,观众的个人特征对旅游地实景演艺产品影响显著,实景演艺产品观众满意度的提高,可以进一步精确锁定目标细分市场来进行产品优化;此外,需在观众期望和观众感知之间找到宣传力度的平衡点,否则,因观众过高的事前期望所带来的心理落差也会影响其最终满意度。

The audiences' satisfaction to live entertainment product is gradually formed along the trace of audiences' expectation,production experience,perception evaluation,and consumption feedback.Among them,production experience is the most important one.At present,the six factors of influence in product experience contribute differently to the audience'satisfaction.In the future,in order to improve the audience'satisfaction degree,we need to focus on improving the low contribution degree factors such as service,interaction,and so on.At the same time,personal characteristics of different audiences are also important factors in effecting the audiences' satisfaction.So,we can improve it by distinguishing the target market segments and improving the products.In addition,finding out the balance point between the audiences' expectation and audiences' perception is equally important.Otherwise,ballyhoo which causes the audiences' high expectations will lead to the sense of loss and ultimately affect the degree of satisfaction.