三河古镇游客文化感知差异及其影响因素研究

A Study on Cultural Perception Differences and Influencing Factors of Tourists in Sanhe Ancient Town

游客感知是衡量旅游景点产品开发状况的有效方式。文章通过文献资料和问卷调查方法,对三河古镇游客的文化感知进行测量,并运用SPSS23.0数理统计工具,对数据进行独立样本T检验和单因素方差分析等多种分析,从游客个人特征角度,探讨古镇文化感知影响因素,对不同性别、年龄、学历和收入的古镇游客文化感知进行分析。研究发现:不同性别和收入水平的游客在古镇文化感知上不存在显著性差异,不同年龄和学历水平会影响游客的文化感知。三河古镇应从保持古镇建筑古风造型、传承创新传统手工艺、开发多元旅游产品、增加旅游互动活动,及融入现代文化因素等方面,丰富游客的体验感,以提升古镇旅游的文化感知力和影响力。

Tourists’perception is an effective way to measure the development status of tourist attractions.The cultural perception of visitors to ancient towns in Sanhe was measured by means of literature review and questionnaires,the data were analyzed by probability statistics,independent sample t-test and one-way Anova,and the influencing factors of cultural perception of ancient towns were discussed from the perspective of tourists’personal characteristics.Based on the analysis of tourists’cultural perception of the ancient town with different gender,age,educational background,and income,the paper found that there was no significant difference in tourists’cultural perception of the ancient town with different gender and income level,different age and educational level will affect tourists’cultural perception.Efforts should be made to preserve the ancient architectural style,innovate traditional craftmanship,develop diversified tourism products,multiply tourist interactions and integrate modern cultural elements to enrich tourists’experience and promote the cultural awareness and influence of the ancient town.