基于扎根理论的乡村旅游游客感知评价研究——以周村古商城为例

Research on the Perception Evaluation of Rural Tourism Tourists Based on Grounded Theory--Taking Zhoucun Ancient Mall as an Example

以淄博周边所在的周村古商城为研究对象,基于游客网络评论数据,获取开放式语句进而编码,通过扎根理论构建游客感知评价模型。结果表明:游客对周村古商城的正面评价呈上升趋势,对其负面感知呈下降趋势;景区体验和品牌形象呈现正面感知趋势,景区管理和景区服务呈现负面感知特点。从提升游客感知质量,加强价格透明化管理,注重品牌建设,推动商业与传统文化的融合发展等方面提出建议。

Taking Zhoucun ancient shopping mall around Zibo as the research object,based on the online comment data of tourists,open sentences were obtained and then coded,and a tourist perception evaluation model was constructed through grounded theory.The results show that tourists'positive evaluation of Zhoucun ancient shopping mall shows an upward trend,and their negative perception of Zhoucun ancient shopping mall shows a downward trend.The experience and brand image of scenic spots show positive perception trend,while the management and service of scenic spots show negative perception characteristics.Therefore,suggestions are put forward from the aspects of improving tourists'perceived quality,strengthening price transparency management,focusing on brand building,and promoting the integration and development of business and traditional culture.