主题公园拥挤感知的影响因素研究:以方特欢乐世界为例

RESEARCH ON THE INFLUENCING FACTORS OF PERCEIVED CROWDING IN THEME PARK: A CASE STUDY OF FANTAWILD ADVENTURE

近年来随着"黄金周"假期政策的出台以及消费者旅游需求的急剧增长,拥挤成为困扰国内众多景区发展的主要瓶颈之一,而目前关于旅游景区游客拥挤感知的研究却相对薄弱。文章以方特欢乐世界主题公园为例,运用IPA评价分析模型对影响主题公园游客拥挤感知的关键性因素进行了评价和讨论。结果表明,不同的学历与游客的拥挤感知差异性显著,呈负相关,男性的拥挤感知大于女性;时间和密度因素是影响游客拥挤感知的主要因素。最后从游客对园内的拥挤期望出发,提出了改进我国主题公园的管理和提高游客满意度的建议。

In recent years, with the introduction to the policy of the ＂Golden Week＂ holidays, as well as the rapid growth of the consumer demand for tourism, crowding become one of the major bottlenecks plagued the development of many domestic scenic, but crowded perception＇ research was relatively weak. The study try to make an assessment and discussion about the 13 perceived items of Fantawild Adventure by adopting the importance-performance analysis model. The results are shown as follows： （1）Generally, the most important factors which affect the choice of the perception of crowding are tourist attractions, travel time, queue time; and other important factors are weather condition, travel space, the number of encounters. （2）According to the ANOVA and correlation analysis of the sociological and demographical characters, suggests that in Fantawild Adventure theme park, tourists＇ perception of crowding is higher on the May Day holidays than on the weekend; the perception of crowding have significant differences in tourists＇ education degree and gender. （3） The variance analysis, based on respondents with different education degrees, shows that the importance and perception evaluation of factors affecting the perception of crowding differs from the tourists highly educated to those who are less educated. （4） IPA method shows that demonstrates that no factor＇s perception is beyond expected value. There remains a certain distance between the tourists＇ expectations for these factors and actual perception. The tourists＇ perception importance of these four variables including travel time, the number of encounters, travel space and queue time are relatively high but the satisfaction of that is low, where significant difference exists. Moreover, the administrators of Fantawild theme park and relevant departments should be further improved and upgraded, while the variety of tourist attractions, weather conditions, management and services, sanitation and hygiene, security assurance should be maintained.