蓬莱葡萄酒文化旅游满意度评价——基于游客体验视角

Satisfaction Evaluation of Penglai Wine Culture Tourism Based on Tourist Experience

近年来,蓬莱葡萄酒产业得到了飞速发展,蓬莱市为了实现产业的可持续发展,积极推进葡萄酒文化与旅游资源的有机融合,打造蓬莱旅游业发展新亮点。本研究通过对蓬莱葡萄酒旅游游客满意度进行实地调查,从知行体验、游览体验、情感体验和感觉体验4个维度共设置20项观测变量构建满意度评价指标体系,运用IPA分析法对游客实际体验与重要性进行比较分析和IPA方格图分析,得出优势区、保持区、改进区和弱势区的观测变量分别为6个、3个、5个和6个。根据分析结果,从文化宣传、创意项目和配套设施3个方面对蓬莱葡萄酒文化旅游提出发展建议。

In recent years,the wine industry of Penglai has developed rapidly.In order to realize sustainable development of the industry,Penglai City has been actively promoting the organic integration of wine culture and tourism resources,and has created a new highlight in the development of Penglai’s tourism industry.This paper conducts a field survey on the satisfaction degree of Penglai wine tourism,and sets up 20 observation variables from four dimensions(knowing and doing experience,sightseeing experience,emotional experience and sensory experience)to construct the satisfaction evaluation index system for Penglai wine culture tourism.By using the IPA analysis method to analyze the actual experiences of tourists and their importance,the observed variables are divided into the superior zone(6),the maintenance zone(3),the improvement zone(5)and the disadvantaged zone(6).According to the analysis results,we put forward some development suggestions for Penglai wine culture tourism from the aspects of cultural promotion,creative projects and supporting facilities.