基于游客需求的云南高速公路服务区文旅提升研究

Research on the promotion of cultural tourism in Yunnan Expressway Service Area Based on tourists’demand

随着交通和旅游消费结构的不断升级,云南高速公路对于旅游型服务区的建设需求不断加大,对既有和规划建设的高速公路服务区提出了文化旅游融合提升的更高要求。从游客需求侧的角度,采用RP/SP调查法收集多个云南高速公路服务区游客数据,分析云南高速公路服务区游客个人属性和出行特征,从5个维度分析评价游客关于服务区的水平感知度。研究得出云南高速公路服务区在文旅提升方面值得肯定与需要改进和关注的方面,为云南高速公路服务区在文旅融合方向上的进一步提升提供科学参考。

With the continuous upgrading in terms of transport and tourism consumption structure,the demand from the expressways in Yunnan Province for the construction of tourism service area is increasing,which puts forward higher requirements for the integration and promotion of cultural tourism for the existing and planned expressway service area.From the perspective of tourists’demand,the RP/SP survey method is used in the paper to collect the data of tourists from several expressway service areas in Yunnan Province,the personal attributes and travel characteristics of tourists in expressway service areas of Yunnan Province are analyzed,and the level perception of expressway service areas from tourists in Yunnan Province are analyzed and evaluated from five dimensions.The points that need to be improved and concerned are concluded in order to promote culture and tourism in Yunnan Expressway Service area,which provides a scientific reference for the further promotion of culture and tourism integration in Yunnan Expressway Service area.