民族文化旅游演艺产品游客感知及影响因素研究——以“印象刘三姐”实景演出为例

Research on the tourist perception of ethnic arts and cultural tourism products and influencing factors——A case study of “Liusanjie Impression” live performance

以"印象刘三姐"实景演出为例,从游客感知的主要影响因素入手,设计游客感知评价指标体系,并利用因子分析法对指标体系进行定量分析,萃取出魅力性、知识性、传统性、娱乐性、真实性5个民族文化旅游演艺产品游客感知公因子,认为这5个因子是影响民族文化旅游演艺产品质量的主要因素,民族文化旅游演艺产品创意开发和营销策划应当深入挖掘5大要素的文化内涵.采用t检验和单因子变异系数法分析显示不同人口统计学变量下,游客感知评价存在显著性差异,认为不同人口统计学特征的游客对民族文化旅游演艺产品有不同的偏好,民族文化旅游演艺产品策划设计和营销要准确定位游客群,最大限度满足不同游客群体的旅游需求.

Take ＂Liusanjie Impression＂live performance as a research object,from the perception of the main factors of tourists,tourists perceive evaluation system is designed.Using factor analysis of the index system for quantitative analysis,extract the charm,knowledge,tradition,entertainment and authenticity five factors.These five factors are the main factors affecting the quality of products of national arts and cultural tourism,ethnic arts and cultural tourism product development ideas and marketing plan should dig deeper of the five elements.T-test and one-factor analysis show that variation coefficient method under different demographic variables,visitors perceive exist significant differences.The different demographics of visitors to national arts and cultural tourism products have different preferences,ethnic arts and cultural tourism products planning design and marketing should accurately locate tourist group,best meet the travel needs of different groups of tourists.