历史文化街区属性绩效对游客满意度的非对称影响研究——以天津五大道为例

Examining the asymmetric impact of attribute-level performance of historical districts on tourist satisfaction:A case of Wudadao Historical District

如何提高游客满意度是历史文化街区的现实问题。针对以往历史文化街区满意度研究中线性影响关系的假设局限,文中基于三因素理论提出非对称影响关系假设,采用定性和定量相结合的混合研究方法,识别游客视角下历史文化街区的属性维度,并以天津五大道历史文化街区为案例地,研究历史文化街区属性绩效与游客总体满意度影响关系。根据分析结果,游客视角下历史文化街区具有四个属性维度,分别为视觉审美、文化特色、旅游公共服务、旅游商业业态,历史文化街区属性绩效与游客总体满意度的非对称关系得到检验。视觉审美、旅游公共服务与游客满意度间存在负向非对称效应,属于基本因素;旅游商业业态与游客满意度为正向非对称关系,属于兴奋因素;文化特色与游客满意度基本呈现出线性对称关系,属于表现因素。历史文化街区的满意度三因素结构可为历史文化街区改善各属性绩效、优化资源配置效率提供参考。

It is a real issue to investigate how to improve tourist overall satisfaction with historical districts.In view of the limitation of linear relationship assumption in the previous historical district satisfaction research,the asymmetric relationship assumption has been proposed according to the Three-Factor Theory.A mixed method combining qualitative analysis and quantitative analysis is adopted to identify attributes of historical districts from the perspective of tourists,and to examine the asymmetric effects of historical district attribute-level performance on tourist overall satisfaction,taking Wudadao Historical District for an example.According to the research results,from the perspective of tourists,historical districts have four dimensions of attributes,including visual aesthetics,cultural characteristics,tourism public services,tourism commercial types,and the asymmetric effects of historical districts attribute-level performance on tourist overall satisfaction are confirmed.Two dimensions,visual aesthetics and tourism public services show negative asymmetric effect on tourist overall satisfaction and are classified as basic factors of tourist overall satisfaction.Tourism commercial types as excitement factor shows positive asymmetric effect on tourist overall satisfaction.The dimension of cultural characteristics basically reflects a linear and symmetrical effect on tourist overall satisfaction,and it belongs to performance factors.The three-factor structure of tourist satisfaction for historical districts is valuable for practitioners to promote the attribute-level performance and improve resource allocation efficiency.