基于游客感知的文化旅游产品体验质量提升——以闽南功夫茶文化旅游为例

Study on Enhancing Tourists' Experience Quality of Cultural Tourism Products from Perception:The Case of Gongfu Tea Cultural Tourism of South Fujian

游客在旅游过程中体验质量的高低影响着旅游者的满意度,以闽南功夫茶文化旅游为例,采用问卷调查方法,通过因子分析法,总结出影响游客体验质量的四大因素;根据单因素方差分析法比较研究不同游客个体属性对四大因素体验质量的差异;最后对体验质量各指标进行重要性-绩效分析.得出结论:接待条件、文化与景观两大因子是提高闽南功夫茶文化旅游体验质量的先决条件,而服务与环境因子是关键因素.目前闽南功夫茶文化旅游还处于初级阶段,所以需要将其有限的资源投入到一些基础设施的改进和茶文化与景观的开发,同时要重视对服务与环境质量的进一步完善.

Visitors experience affects the level of satisfaction of tourists. This paper selects the Gongfu tea cultural tourism of south Fujian as a case. The statistics is based on the questionnaire survey. It Sums up four factors affecting the experience quality by means of factor analysis. The paper compares different individual properties of different visitors to experience quality according to one-way ANOVA analysis. Finally, we analyze the statistics with IPA. From this essay we know that reception condition and culture and landscape are the two factors which are the prerequisite to improve the tourists＇ experience quality of Gongfu tea. Service and environment is the key factor. Gongfu tea tourism is still in the primary stage. So it is necessary to invest its limited resources to improve infrastructure and develop tea culture well, while we should pay attention to further improvement of the quality of service and environment.