基于旅游者视角的张掖市乡村旅游感知与评价研究

Study on the Perception and Evaluation of Rural Tourism in Zhangye from the Perspective of Tourists

通过旅游者对张掖市乡村旅游地环境的感知与评价,揭示当前张掖市乡村旅游服务中存在的主要问题。在实地调研的基础上,对游客对张掖市乡村旅游地的感知及其满意度评价做了深入研究。旅游者对张掖市乡村旅游乡村文化及环境感知评价较高,而对乡村的农事体验感知评价较低,尤其对住宿、农事活动、购物等因素评价较差。乡村文化和农事活动是乡村生活、劳作的真实写照,而最能体现出浓郁“乡村味”和文化差异的就是当地的农事活动。因此,张掖市应重点对乡村文化和乡村农事活动进行深度挖掘和有力开发,提升乡村旅游吸引力,实现乡村旅游高质量发展目标。

Through the tourists’perception and evaluation of the environment of Zhangye Rural Tourism Destination,this paper reveals the main problems existing in the current rural tourism service in Zhangye.On the basis of field research,this paper makes an empirical study on tourists’perception and evaluation of rural tourism destinations in Zhangye.Tourists have higher perception of rural culture and environment in Zhangye rural tourism,but lower perception of rural farming experience,especially accommodation,farming activities,shopping and other fac⁃tors.Rural culture and farming activities are the true portrayal of rural life and work,and farming activities can best embody strong“rural”color and local characteristics.Therefore,Zhangye City should focus on the deep excavation and strong development of rural culture and rural farming activities,enhance the attraction of rural tourism,and achieve the goal of high⁃quality development of rural tourism.