游客感知视角下徽州古村落旅游发展策略研究

Research on Tourism Development Strategy of Ancient Villages in Huizhou from the Perspective of Tourists’Perception

从游客感知角度出发,以西递、宏村、呈坎等徽州古村落为研究场域,对影响徽州古村落游客感知度的各因素状况进行问卷调查,通过Yaahp软件进行层次分析并构建徽州古村落游客感知层次指标体系,发现影响徽州古村落游客感知评价因子主次情况可分为三个层级,其中处于第一层级的因子分别为建筑特色、交通条件以及文化背景;处于第二层级的因子分别为配套设施、服务水平和古村落完整性;处于第三层级的因子分别为区位优势和规模性,在此基础上提出“注重对古村落的保护和修复”“打造以徽文化创新创意为特色的旅游新态势”“加强基础设施和配套服务体系建设”“增强旅游形象的宣传推广力度”等四方面的旅游发展提升对策,以期为徽州古村落旅游发展提供参考。

Taking Xidi,Hongcun,Chengkan and other ancient villages in Huizhou as the research field,a questionnaire survey on the factors that affect the tourists’perception of ancient villages in Hui‐zhou is conducted from the perspective of tourists’perception.Through Yaahp software,the paper con‐ducts a hierarchical analysis and constructs an index system of tourists’perception of ancient villages in Huizhou.It is found that the primary and secondary factors that affect the tourists’perception of an‐cient villages in Huizhou can be divided into three levels,of which the factors at the first level are ar‐chitectural characteristics,traffic conditions and cultural background,factors in the second level include supporting facilities,service level and integrity of ancient villages and factors in third level are location advantage and scale.Finally,on this basis,the paper puts forward four countermeasures to improve tour‐ism development,including“paying attention to the protection and restoration of ancient villages”,“cre‐ating a new tourism situation characterized by Huizhou cultural innovation and creativity”,“strengthen‐ing the construction of infrastructure and supporting service system”and“enhancing the publicity and promotion of tourism image”,so as to provide reference for the tourism development of ancient villages in Huizhou.