基于重要性-绩效性分析理论的新疆葡萄酒酒庄旅游产品优化策略

Optimization strategy of tourism products in Xinjiang winery based on IPA theory

该文采用层次分析法(AHP),从“食、住、行、游、购、娱”旅游六要素层面,选取餐食品质、住宿环境、道路状况等24个指标,构建新疆葡萄酒酒庄旅游游客体验评价指标体系。选取新疆葡萄酒四大主产区具有代表性的10家葡萄酒酒庄作为调研对象,通过深度访谈和问卷调查,并基于重要性-绩效性分析(IPA)理论进行矩阵分析所收集的数据。结果表明,新疆酒庄旅游产品供给存在葡萄酒文化旅游资源开发力度较弱、资源开发关注点偏移、游客对葡萄酒文化关注度低及酒庄旅游产品缺乏地域文化特色等问题。针对上述问题,提出挖掘酒庄文化旅游资源,丰富产品类型;转移关注重心,优化产品设计;突出经营模式,打造葡萄酒文化创意产品;提高讲解员业务能力,丰富特色文化活动等新疆葡萄酒酒庄旅游产品优化策略。

According to analytic hierarchy process(AHP),a set of tourist experience evaluation index system of Xinjiang winery tourism was constructed by selecting 24 indicators such as food quality,accommodation environment and road condition from the six factors of tourism:food,accommodation,transportation,sightseeing tour,shopping and entertainment.Ten representative wineries in the four main wine producing areas of Xinjiang were selected as research objects,these data collected by in-depth interviews and questionnaire surveys was matrix analyzed based on important-performance analysis(IPA)theory.The results showed that there were problems in the supply of winery tourism products in Xinjiang,such as weak development of wine culture tourism resources,deviation of resource development focus,low attention of tourists to wine culture and lack of regional cultural characteristics of winery tourism products.In view of the above problems,the optimization strategies of Xinjiang winery tourism products were proposed,such as excavating winery cultural tourism resources,enriching product types,shifting the focus of attention,optimizing product design,highlighting the business model and creating wine culture creative products,improving the business ability of lecturers and enriching characteristic cultural activities.