基于RMP分析的绿岭世外桃源景区休闲农业体验产品开发研究

Research on development of leisure agriculture experience product in Green Ridge Hideaway Scenic Area based on RMP analysis

世外桃源景区不仅自然条件优渥,而且人文资源丰富。为了给绿岭世外桃源景区的休闲农业体验产品开发提出切实可行的建议,对该景区进行实地调研及问卷调查,借助RMP分析和统计分析、相关性分析的方法对结果进行定量研究。通过对绿岭世外桃源景区游客关于休闲体验产品体验感知情况的调查发现:95.2%的景区游客来自周围城市或县城,66.4%的游客为家庭出游,55.9%的游客多次到访,81.2%的游客是自驾游,90.0%游客购买意愿强烈,83.0%的游客消费在200元以内。总体来说,游客对景区较为满意,整体满意度为4.42分,8类体验类产品满意度的平均值为4.18分。其中,得分最高的2类是游览观光类产品(4.40)、亲子互动类产品(4.35),最低的2类是住宿体验类产品(4.00)和纪念购物类产品(4.03)。游客体验感知与重游意愿相关性方面,相关性最高的3类产品分别是游览观光类(0.173)、亲子互动类(0.126)、农业体验类(0.109),而相关性最低的2类产品是休闲度假类产品(0.064)、住宿体验类产品(0.042)。在此基础上,提出了相应的产品开发对策:整合资源,有效提高产品质量;优势组合,更新产品创新模式;准确定位,利用新媒体宣传营销;树立形象,打造绿岭旅游品牌;深挖文化,开发创意旅游产品。

The Hideaway Scenic Spot is not only excellent in natural conditions,but also rich in human resources.In order to provide practical suggestions for the development of leisure agricultural experience products in Green Ridge Hideaway Scenic Spot,this research conducts a field investigation and questionnaire survey on the scenic spot,and makes a quantitative study of the results by RMP analysis,statistical analysis and correlation analysis.Through a survey of Green Ridge Hideaway Visitors perception to the experience of leisure experience products,we found that:95.2%of the visitors come from the surrounding cities or counties;66.4%of them are the family excursions;55.9%of them have visited many times;81.2%of them are self-driving;90%of them have a strong purchase desire,and 83%of them spend less than 200 RMB.Generally speaking,tourists are satisfied with the scenic spot,with the overall satisfaction score as 4.42,and the average score of satisfaction of eight types of experience products is 4.18.Among them,the two highest scores are sightseeing products(4.40),and parent-child interactive products(4.35),while the lowest two are residential experience products(4.00)and commemorative shopping products(4.03).In terms of the correlation between tourists experience perception and their willingness to revisit,the three products with the highest correlations are sightseeing product(0.173),parent-child interaction(0.126),and agricultural experience(0.109).However,the two kinds of products with the lowest correlation are leisure and vacation products(0.064)and accommodation experience products(0.042).On this basis,we proposed the following product development countermeasures:integration of resources to effectively improve product quality;combining advantages to update product innovation model;promoting with new media to targeted group;establish image to build the brand of Green Ridge Tourism,and developing creative tourism products based on deeper cultural exploration.