现代游憩商业街满意度评价研究——以杭州市延安路为例

Satisfaction Evaluation of Modern Recreational Business District:A Case of Yan'an Road in Hangzhou City

现代游憩商业街是文、旅、商融合的重要载体,是现代城市的窗口。文章探讨现代游憩商业街的满意度评价体系构成,以杭州市延安路为典型案例,对比分析影响游客与居民对现代游憩商业街满意评价的主要因素。研究表明:①延安路的客源以中、青年白领、蓝领及学生为主,呈现年轻化态势;②现代游憩商业街的满意度评价体系包含6个影响因子,即商业、交通、景观、休闲、设施、文化—服务因素,游客与居民对各因素的满意评价不尽相同;③6个因子对总体满意及游客和居民双方满意度均有不同程度影响,其中,商业因素影响最大,且居民满意更受文化—服务因素影响,而游客满意则更受景观因素影响;④经IPA分析,对比得出游客与居民双方感知下需改进及提升的举措。

Modern recreation business district is an important carrier for the integration of the culture, travel, and commerce, and it is also an important part of city’s business geography study and its tourism development. Taking Yan ’an road in Hangzhou Cityas an research area, from the perspectives of residents’ and tourists’ perception, this paper carries out the satisfaction evaluation. Result shows that: customers in Yan ’an road are mainly young white-collar workers, bluecollar workers and students;The consumption contribution of tourists is relatively high. Six factors were identified for the overall satisfaction evaluation of modern recreation business district, namely business factor, traffic factor, landscape factor, leisure factor, facilities factor, culture-service factor. The satisfaction degree of the residents and tourists are different from each other. The six factors have a different impact on the residents’ and tourists’ satisfaction, among which the commercial factor has the biggest impact, and the residents’ satisfaction is greatly affected by the cultureservice factor, while the tourists’ satisfaction is more affected by the landscape factor. Through IPA, various factors that need to be improved under the perception of residents and tourists are compared and analyzed.