乡村旅游者乡愁体验对满意度的影响研究——以武汉市石榴红村为例

An Empirical Study on Rural Tour Satisfaction of Rural tourists' nostalgia experience——A case study of Shiliuhong village in Wuhan

城镇化的推进与"乡愁"的驱动使乡村旅游发展如火如荼,而游客满意又是乡村旅游赢得市场的关键。在构建乡村旅游者乡愁感知与满意度模型的基础上,以抽样调查的方法取得数据、借用定量与定性结合的方法设计出乡愁感知的测量量表,比较得出乡愁感知中"乡景观赏"、"乡味体验"与满意度显著正相关、"乡情寄托"与满意度不显著相关的结论,并借用单因素方差法分析得出不同性别、年龄、来源地的游客在"乡景观赏"或"乡味体验"上表现出不同程度的差异性,最后总结提出乡村旅游地要营造"乡愁"氛围、重视游客差异化需求、适时地转型升级等建设性的建议。

Along with the urbanization, under the drive of chasing nostalgia, rural tourism grows vigorously while tourist satisfaction becomes the key to the rural tourism market competitiveness. Therefore, the paper built a model of rural tourist nostalgia perception and satisfaction, designed a measuring scale of nostalgia perception by collecting data and applying quantitative and qualitative analysis methods ,drew a conclusion that watching rural landscape and experiencing rural projects had significant positive correlation with satisfaction ,but didn＇t find the direct relation between enjoying friendship and satisfaction. Meanwhile, applying one-way ANOVA analysis method concluded the decision that different sexes, ages and origins present different degrees of divergence on watching rural landscape or experiencing rural projects. Finally ,the paper put forward three suggestions as follows： building a strong nostalgia atmosphere, attaching great importance to the differentiation demands and timely making transformation and upgrading.