基于游客感知的乡村研学旅游产品提升策略研究——以北京市金叵罗农场为例

Research on the Promotion Strategy of Rural Study Tour Based on Tourist Perception:A Case Study of Beijing Jinpoluo Farm

乡村研学旅游已成为乡村振兴战略实施,特别是乡村旅游高质量发展的重要引擎。以北京市中小学生社会大课堂资源单位金叵罗农场为例,通过实地调研,对所收集的有效问卷运用主因子分析、方差分析和多重响应分析方法,从社交价值、功能价值、服务价值、环境价值和情感价值5个维度对中小学生的感知异同进行分析。调查结果表明,目前乡村研学旅游产品存在缺乏个体展示环节、开发程度不足、结构和性能亟待提升等主要问题,据此提出建立学生成果展示平台、完善研学旅游产品性能、深度开发研学旅游产品和优化研学旅游产品组合结构的提升策略。

Rural study tour has become an important engine for the implementation of Chinese Rural Revitalization Strategy,especially for the high-quality development of rural tourism.Based on field research,this paper took Jinpoluo Farm as an example,which was one of social classroom resource units for primary and secondary school students in Beijing.The paper analyzed valid questionnaires by applying principal factor analysis,variance analysis and multi-response analysis,and drew conclusions about the differences and similarities of the perception of primary and secondary school students from five dimensions,including social value,function,service,environment and emotion.The survey results indicated that the major problems in current rural study tours were lack of individual exhibition platform,insufficient development,and improvement of their structure and performance.Accordingly,the paper proposed improvement strategies including establishing a platform for displaying students'achievements,perfecting the performance of study tours,exploiting various products for the tourists,and optimizing the combination structure of study tours.