基于A-Kano模型的智慧景区APP功能需求研究——以方特旅游APP为例

Research of APP Function Requirements in Smart Tourist Attractions Based on A-Kano Model:By Taking Fantawild Travel APP as An Example

旅游景区作为游客体验的场所,其智慧化水平的高低是影响智慧旅游发展的核心要素。而景区APP是智慧景区建设的评价指标之一,研究其功能需求对实现景区智慧化具有重要意义。基于需求层次理论、供需理论、魅力质量理论,从景区介绍、交通出行、景区导购、景区导览、社交分享、个人中心六个层面出发,构建智慧景区APP功能需求指标体系,并采用A-Kano模型、需求层次塔对方特旅游APP功能需求进行了实证研究。研究结果发现:在线预定、游玩攻略、一键救援、电子地图的重要性权重均值最高;云排队、文创特产、AI导览、VR云游具备时的满意度均值最高;游玩攻略、电子地图、实时资讯、用户投诉不具备时的不满意度均值最高;方特旅游APP的31项二级功能,包括基本功能9项,期望功能11项,魅力功能10项,无差异功能1项以及无反向功能。

As scenic spots are the places where tourists enjoy their experience,their degree of intelligence is the core factor that influences the development of smart tourism.Since scenic spot APP is one of the indexes for evaluating smart scenic spot construction,the study of its functional demand is of great importance to scenic spot intellectualization.Based on hierarchy of needs theory,theory of supply and demand and attractive quality theory,an indicator system for scenic spot APP function demanding for smart tourism has been built from six perspectives including scenic spot introduction,transportation,shopping guide,scenic spot guide,socialization and personal center.The empirical study on functional demand of Fantawild Travel APP was conducted using A-Kano model and hierarchy of needs tower.The study results are as follows,the mean weight of importance of online reservation,tourists guide,one-key rescue and electronic map are the highest.The mean satisfaction rate of APP reaches to highest when it supports cloud queuing,cultural and creative product and specialties,AI guide and VR cloud tour.The mean satisfaction rate of APP is the lowest when it does not support tourists guide,electronic map,real-time information and users'complaint platform.Among the 31 Level 2 functions of the new version ofFantawild Travel APP,there are 9 basic functions,11 expected functions,10 attractive functions,1 undifferentiated function and no reverse function.