乡村文旅融合对游客满意度的影响研究——基于场景理论的实证分析

The Effects of Rural Culture and Tourism Integration on Tourist Satisfaction:An Empirical Analysis based on the Theory of Scenes

文章基于场景理论,构建乡村文旅融合下的旅游满意度模型,验证了乡村旅游期望值、乡村文旅融合质量感知、乡村公共服务质量感知、感知价值和游客满意度之间的结构关系,研究认为游客期望值和乡村公共服务质量感知是影响乡村文旅融合质量感知的重要因素,乡村文旅融合质量感知、乡村公共服务质量感知、乡村旅游感知价值对游客满意度有正向影响。并从资源、产品、产业、事业四个层次和空间场景、活动体验、村民驱动、产业联动四个角度提出乡村文旅融合提升游客满意度的路径,以期通过乡村文旅融合提升游客满意度。

This article applies the theory of scenes into the construction of tourist satisfaction model composed with rural cultural and tourism integration,which proves the structural relationship between tourist expectations,rural culture and tourism integration perceived quality,rural public service perceived quality,rural tourism perceived value,and tourist satisfaction.The results suggest that tourist expectations and rural public service perceived quality are important factors that influence rural culture and tourism integration perceived quality;Meanwhile,rural culture and tourism integration perceived quality,rural public service perceived quality,and rural tourism perceived value have positive effects on tourist satisfaction.Finally,four levels(resource,product,public institution and industry)and four categories(space scene,activity experience,villagers drive,industrial linkage)of strategies are proposed to enhance tourist satisfaction through rural culture and tourism integration.