基于PLS-SEM的建筑投影游客体验满意度测评研究

Study on Tourist Experience Satisfaction Evaluation of Architectural Projection Based on PLS-SEM

建筑投影在数字文旅中扮演着关键角色,为游客提供独特的文化艺术体验。研究以伏羲文化建筑投影作品为例,采用结构方程模型(PLS-SEM),从感知成本、视觉感知、有效性、沉浸式体验和内容质量等5个维度对建筑投影这种“技术+艺术+文化”形式下游客对景区满意度进行量化分析。研究表明:感知成本显著影响建筑投影满意度,视觉感知在满意度中具有重要作用,游客对建筑投影的有效性评价与满意度密切相关,沉浸式体验积极影响满意度,内容质量是决定满意度的重要因素之一。

Architectural projection plays a crucial role in digital cultural tourism,offering visitors a unique cultural and artistic experience.This study,using Fuxi Culture architectural projection as an example,employs the Partial Least Squares Structural Equation Modeling(PLS-SEM)approach to quantitatively analyze visitor satisfaction with the scenic area across five dimensions:perceived cost,visual perception,effectiveness,immersive experience,and content quality,within the context of“technology+art+culture”fusion.The research findings indicate that perceived cost significantly impacts satisfaction with architectural projection,visual perception plays a crucial role in determining satisfaction,visitor evaluations of the effectiveness of architectural projection are closely linked to satisfaction,immersive experiences positively influence satisfaction,and content quality is one of the key determinants of satisfaction.