基于游客感知的扬州饮食景观IPA分析

A study on IPA analysis of Yangzhou food landscape based on tourists' perception

体验经济背景下,饮食消费逐渐从以享受为主向饮食景观的体验转变,饮食景观越来越成为旅游目的地城市间竞争的重要方面。通过问卷调查游客对扬州饮食景观的期望与感知,利用因子分析法得出扬州饮食景观游客期望感知评价的三大主要因子,利用IPA分析法分析游客对扬州饮食景观的期望感知差异,结果表明:扬州饮食景观的饮食历史文化、个性化服务和体验性活动等方面有待提升。提出了强调地域特色,积极开发创新性的扬州饮食;挖掘饮食文化的内涵,使扬州饮食景观独具文化特色;兼顾有形环境和无形服务,营造整体和谐的饮食景观环境;采用现代科技手段,丰富饮食景观展现形式等针对性的提升建议。

Under the experience of economic background,dietary consumption has gradually changed from enjoyment to the experience of food landscape which has become more and more important in the competition between cities as tourist destinations.A questionnaire was used to investigate the tourists’expectation and perception of the Yangzhou food landscape,and the three major factors of the tourists'expectation perception evaluation were obtained by the factor analysis method.The importance-performance analysis(IPA)was used to analyze the tourists'difference in the perception of the Yangzhou dietary landscape.According to the difference between the expectation perception,the dietary history,culture,personalized service and experiential activities of the Yangzhou diet need to bepromoted,including connotation of eating culture,characterization of the unique culture of the Yangzhou food landscape,atmosphere building of physical environment and intangible service,and application of scientific and technological means,enrichment of food landscape display form.