基于全轮廓联合分析的历史文化街区游客偏好研究

Research on Tourists’Preferences in Historical and Cultural Districts Based on Full-Profi le Cojoint Analysis

本文以苏州山塘街为例,运用全轮廓联合分析法研究了历史文化街区游客偏好。结果显示,游客对“文化氛围”“街区业态”“餐饮美食”3个属性都很看重,各属性的相对重要性排序依次为:“餐饮美食”“街区业态”“文化氛围”;不同来源地的游客,对“增加民间非遗技艺展示、传统戏曲演出等文化活动”“引入传统老字号品牌餐饮店”“进驻艺术家创作工作室、现代艺术作品展,融入现代时尚创意设计元素”3个属性水平有着共同的偏好。

In this article,it uses the full-profi le cojoint analysis method to study tourists’preferences in the historical and cultural districts of Shantang Street in Suzhou.The results show that tourists value three attributes,including“cultural atmosphere”,“neighborhood business”,and“quality and taste of food”,and they regard“quality and taste of food”as the most important one followed by“neighborhood business”and“cultural atmosphere”;tourists from diff erent places are all very interested in“more cultural activities such as folk skills demonstrations of intangible cultural heritage and traditional opera performances”,“introducing traditional time-honored restaurants”,and“visiting artists’creation studios and modern artwork exhibitions,with integrating modern fashionable and creative design elements”.