基于游客感知的古北水镇存在的问题及对策研究

Research on the Problems and Countermeasures of Beijing Wtown Based on Tourists’Perceptions

根据旅游地生命周期理论采用S曲线对古北水镇的未来发展进行预测,发现古北水镇的发展趋势并不乐观。通过分析网络评价文本并结合问卷调查两种方法探究游客感知下的古北水镇形象和其存在的问题。研究发现,古北水镇目前存在竞争优势不明显、商业化问题严重、旅游产品缺乏地方特色和基础配套设施亟待完善的问题,针对这些问题提出立足于文化底蕴打造竞争优势、降低商业化程度、开发创新性的文旅产品和完善基础设施的发展对策。

According to the Tourism Area Life Cycle theory,S-curve is used to predict the future development of Beijing Wtown,and it is found that the development trend of Beijing Wtown is not optimistic.By analyzing the online evaluation text and combining two methods of questionnaire survey to explore the image of Beijing Wtown and its existing problems as perceived by tourists,the study found that Beijing Wtown currently has no obvious competitive advantages,commercialization problems are serious,tourism products lack local characteristics,and basic supporting facilities need to be improved urgently.To address these issues,it is proposed to build competitive advantages based on cultural heritage,reduce the degree of commercialization,develop innovative cultural tourism products and improve infrastructure.