基于聚类分析方法的智慧景区建设评价——以清明上河园为例

Evaluation of Smart Scenic Spots Based on Factor-Clustering Analysis A Case Study of Millennium City Park

信息化的发展、移动终端的普及、网络用户的激增等为智慧旅游的实现提供了现实条件,智慧景区的发展是智慧旅游的直接体现。选取开封清明上河园为案例,通过对游客满意度的因子分析发现,清明上河园的智慧化建设主要概括为游客服务与综合管理、电子商务与导航、新媒体营销与宣传3个公因子,且整体呈现较满意状态;在因子分析基础上,对游客进行聚类,最终归为观望型、传统观光、深度游三类游客,这三类游客在游园次数上均存在显著差异;分别从这三类游客市场出发进行讨论,为清明上河园智慧景区的深化发展提供方向指引。

At present,many practical factors provide the conditions for the development of smart tourism,including the development of information technology,universal mobile terminals,a large number of network users and so on. The development of smart scenic spots is the direct embodiment of smart tourism. A case study of millennium city park,through the factor analysis of tourist satisfaction,showed that there were three factors of tourists satisfaction,namely,"visitor services and integrated management","electronic commerce and navigation","new media marketing and promotion"and overall satisfaction is higher. Based on these,the tourists were clustered. Tourists are classified in three categories: "wait and see","traditional sightseeing ","deep tour",and there are significant differences on number of parks. Eventually,pertinent discussion is made based on three types of tourist market. The direction guidance for deep development of smart scenic spots is provided.