基于Kano改进模型的清河坊旅游休闲街区夜间旅游满意度研究

Night Tourism Satisfaction in the Qinghefang Tourism and Leisure Block based on an Improved Kano Model

夜间旅游为旅游休闲街区延长活动时间,而旅游休闲街区为夜间旅游提供活动场所。将Kano模型引入满意度研究领域,并根据其优缺点做出改进,构建旅游休闲街区夜间旅游满意度的评估指标体系,结合调查问卷进行属性判定,通过主副属性、离散程度以及敏感性比较分析,确定各因子优化的优先顺序并提出优化建议。结果表明:(1)杭州清河坊夜间旅游群体以年轻人为主,总体满意度较高;(2)识别出1个魅力因子、7个期望因子、10个无差别因子和3个逆向因子;(3)改进优先顺序应为服务层>设施层>体验层>项目层;(4)背景音乐、文化内涵、节事类项目等方面更受访客青睐;(5)交通、服务态度和参与感等方面急需优化。

Night tourism prolongs the activity time of tourism and leisure blocks,while tourism and leisure blocks provide activity places for night tourism.This study introduces the Kano model into the field of satisfaction research,makes improvements according to its advantages and disadvantages,builds an evaluation index system for night tourism satisfaction in tourism and leisure blocks,and combines that system with a questionnaire to determine the priority for optimizing each factor using the main and vice qualities,dispersion degree,and sensitivity comparison analysis.Based on the results,several optimization suggestions are proposed.The results show that:(1)Night tourism in Qinghefang groups mainly involves young people;(2)The overall satisfaction level is relatively high;(3)One attractive factor,seven one-dimensional factors,ten indifference factors,and three reverse factors in four layers(facility,service,experience,and project)were identified;(4)The priority for improvement should be service layer>facility layer>experience layer>project layer;(5)Background music,cultural connotation,festival projects,etc.are favored by visitors;and(6)Transportation,service attitude,and the sense of participation urgently require optimization.