游客感知视角下旅游演艺体验满意度评价研究——以土楼全景剧场秀《家·源》为例

Study on the Satisfaction Evaluation of Tourism Performing Arts Experience from the Tourists' Perception Perspective——A Case Study of Tulou Panoramic Theater Show “Home-Source”

随着全域旅游的实施,旅游业从封闭的自循环向开放的"旅游+"转型升级,旅游演艺项目游客感知价值、体验感受作为旅游产品竞争力的核心内容,与旅游总体满意度密切相关,受到越来越多旅游经营者和研究者的重视。文章基于游客感知的视角,以广东巴伐利亚庄园国内首创的土楼全景剧场秀《家·源》的游客满意度问卷调查为数据源,以较高的信度分析为基础,运用模糊综合评价法、IPA分析法对旅游演艺形式、内容及服务等指标层进行重要程度、满意度方面的实证分析。根据评价结果可知,所有指标因子对总体满意度都有极强影响;满意度测评中,有3项指标未达到满意水平,需要从舞蹈编排、地方元素、交通状况等方面进行有针对性的优化,以迎合游客感知、体验感受的价值曲线,从而提升游客的总体满意度。

With the implementation of the global tourism, the tourism industry has transformed and upgraded from closed self-cir-culation to the opening “travel＋”. In the tourism and entertainment project the tourist perceived value, feeling and experience are the core content of competitiveness, which is closely related to the overall satisfaction with tourism, and received more and more attention of the tourism operators and research. This article takes the tourist satisfaction survey of Guangdong Bavarian Manor do-mestic initiative earthen building panoramic theater show “Home＊Source” as the data source, based on tourists’ perception per-spective, and high reliability analysis, and the fuzzy comprehensive evaluation, IPA analysis method are used to do the empirical analysis of the degree of importance and satisfaction of three of secondary index layer as the tourism performing arts form, content and services etc. According to the evaluation results, all indicators of overall satisfaction have strong influence; in the satisfaction survey, there are three targets which do not reach to a satisfactory level, requiring optimization from the choreography and local elements, such as traffic conditions, in order to meet the tourists’ perception and experience curve of value of consumption, so as to enhance the overall satisfaction and loyalty to the tourists.