贵州民族服饰文创产品应用研究——基于游客满意的KANO模型分析

Research on the Application of Guizhou Ethnic Costume Cultural and Creative Products——Analysis of KANO Model Based on Tourist Satisfaction

本文从贵州民族文化服务的研究现状出发,利用KANO模型构建了包含23个质量评价指标的民族服饰文创产品评估体系,并据此设计问卷调查游客对贵州民族服饰文创产品的需求偏好。通过对收集数据的细致分析,揭示了游客视角下影响民族服饰文创产品满意度的关键因素包括7个期望型要素、3个魅力型要素、8个无差异型要素和5个必备型要素。文章基于KANO模型分析结果和各属性的功能优先级,有针对性地提出对策建议,以期增强贵州民族服饰文创产品的文化价值和市场竞争力,助力贵州民族服饰文化的创新应用。

This paper starts from the current state of research on the cultural services of Guizhou's ethnic culture and utilizes the KANO model to construct an evaluation system for ethnic costume cultural and creative products,which includes 23 quality evaluation indicators.Based on this system,a questionnaire was designed to investigate tourists'demand preferences for Guizhou's ethnic costume cultural and creative products.Through detailed analysis of the collected data,the study reveals the key factors infl uencing tourist satisfaction with ethnic costume cultural and creative products from the visitors'perspective,which include 7 expected factors,3 attractive factors,8 indifferent factors,and 5 mustbe factors.Based on the KANO model analysis results and the functional priorities of various attributes,the paper puts forward targeted recommendations to enhance the cultural value and market competitiveness of Guizhou's ethnic costume cultural and creative products,thereby promoting the innovative application of Guizhou's ethnic costume culture.