琅琊山景观质量的游客期望与感知差异分析

Differential Analysis of Tourists’Expectation and Perception of Langya Mountain Landscape

游客对于景观质量的期望与感知是影响游客满意度以及重游率的关键性要素.为探求游客对生态旅游地景观质量的期望与感知差异程度,借助调查问卷,运用均值比较,配对样本T检验和IPA分析法,研究了琅琊山景区景观质量游客期望与感知实绩的差异,并划分出优势区域和修补区域、维持区域和机会区域.得出以下研究结论:游客对于琅琊山景观质量期望程度与感知程度具有显著性的差异;观赏游憩价值、景观完整性、景观规模以及珍奇程度是琅琊山游客期望较高的四大类景观质量要素,景区在自然环境、历史文化和交通布局方面对于游客感知提升的优势比较明显;景区在环境、交通、规模、景观文化内涵与文物保护方面的成效需要继续保持,急需改进的区域包括门票价格、服务能力与娱乐项目.最后提出增设服务设施,多元化文化宣传等建议.

Tourists’expectation and perception of scenic spot landscape quality are the key factors that affect tourists’satisfaction and revisit rate.In order to explore the degree of difference between tourists’expectation and perception of landscape quality in an eco-tourism destination,a probe into the difference between the tourists’expectation and perception of landscape quality in Langya mountain resort was made by using questionnaires,mean comparison,paired sample T test and IPA analysis,and the advantage area,repair area,maintenance area and opportunity area are compartmentalized.It is concluded that:(1)there exists a significant degree difference lying between the visitors’expectation and perception of the Langya mountain landscape quality;(2)tourism value,landscape integrity,landscape scale and degree of rarity are the four categories of landscape quality elements that tourists expect to see in Langya Mountain.The scenic spot has obvious advantages in improving tourists’perception in terms of natural environment,history,culture and transportation layout.(3)advantages in the environment,transportation,scale,landscape cultural connotation and cultural relic protection of the scenic spot need to be maintained,and the aspects in urgent need of improvement include ticket price,service capacity and entertainment items.Finally,suggestions such as adding service facilities and diversified popularity promotion of culture are put forward.