盐城水浒文化旅游发展评价及深度开发研究——基于游客感知视角

Evaluation and Deep Development of Yancheng Water Margin Cultural Tourism Based on the Perspective of Tourist Perception

基于相关学术研究,以盐城水浒文化旅游为研究对象,建立水浒文化旅游发展评价指标体系与游客感知模型,并就感知评价指标的各维度加以分析。研究结果显示:游客的感知总得分为65.560,其总体感知度、满意度和忠诚度分值分别为67.820、66.980和64.960,均处于"一般"级别,与"非常好"级别仍存在较为明显的差距,由此说明,盐城水浒文化旅游的开发现状并不理想,需加以大力改进。水浒文化旅游游客感知指标体系中,评价维度按权重大小排列,依次为文化旅游产品、品牌价值塑造、游客参与程度、营销宣传推介、景区解说系统和配套基础设施。基于此,提出相关具有针对性的开发意见和建议,以期为盐城水浒文化旅游的发展提供一定的参考和借鉴。

Based on the related academic research, this paper, taken Yaneheng Water Margin cultural tourism as the research object, with the combination of its characteristics to establish the water margin cultural tourist perception model and its development evaluation index system, has analyzed the various dimensions of the perception evaluation index. As the result shows, the total perceived score of tourists is 65.560, with the overall perception, total satisfaction and loyalty scores being 67.820, 66.980 and 64.960 respectively. They are in the general level, and there is still a long distance from the very good level. It indicates that the development of Yaneheng Water Margin cultural tourism is not ideal and still needs to be developed. In the water margin culture tourism tourists＇ perception index system, the 6 evaluation dimensions are arranged according to the weight. Based on this, some pertinent development suggestions are put forward in order to provide some reference for the development of Water Margin culture tourism.