苏州非物质文化遗产游客感知差异研究

Variance Analysis on Tourists' Perception of the Intangible Cultural Heritage in Suzhou

以苏州为例,基于游客认知视角,运用SPSS21.0数据处理软件,采用因子分析、方差最大化旋转、t检验和单因素方差分析,研究游客非物质文化遗产的主要感知因子以及不同人口学特征的游客对各项因子的感知差异。结果显示,游客感知因子由服务质量、景观质量、旅游价格、传承保护和环境条件构成,其中服务质量的方差累积贡献率最高;不同性别、年龄、学历、职业和收入的游客,对不同公因子的感知存在差异。

Taking Suzhou as an example and based on tourists'cognitive perspective,this article used SPSS21.0 statistical software and took factor analysis,rotation and maximizing deviations,T test and one-way ANOVA to measure the main perceptive factors of tourists'intangible cultural heritage.Then,getting different demographic characteristics of tourists to the main perceptive factors variance analysis.The results showed:The tourist perception factor was composed of service quality,landscape quality,travel price,inheritance protection and environmental conditions,among which the variance cumulative contribution rate of service quality is the highest.Tourists with different gender,age,educational level,occupation and income had different perceptions of different common factors.