基于决策树模型的民俗特色商业街游客回游意愿分析

Analysis of Tourists'Willingness to Return to Tourism in Folk-custom Commercial Streets Based on Decision Tree Model

回游意愿是游客在对旅游景区初体验的基础上,结合感知度、满意度等对旅游景区再次回游的意愿感知,是通过视听嗅觉及思维活动的主观感受。对民俗特色商业街旅游初体验的满意程度,直接影响了游客的回游意愿及推广度。研究以白鹿仓民俗特色文化街区为例,通过问卷调查法,使用描述性分析、决策树模型等方法对白鹿仓民俗特色商业街游客回游意愿展开调查分析。结果发现被调查者对民俗街区的文化底蕴较为感兴趣,就游客关注的物价、古装表演、游玩方式、停留时间等方面提出可行性建议,提升游客民俗文化旅游体验感,促进当地旅游业的高质量发展。

The willingness to return to a tourist attraction is a subjective feeling of tourists'willingness to return to a tourist attraction on the basis of their initial experience,combined with perception and satisfaction,through audio-visual,olfactory and thinking activities.The degree of satisfaction with the initial experience of tourism in commercial streets with folk customs directly affects the tourists’willingness to return and the degree of promotion.Taking Bailucang folk-custom characteristic cultural block as an example,this paper investigates and analyzes the tourists'willingness to return to Bailucang folk-custom characteristic commercial block through questionnaire survey,descriptive analysis and decision tree model.The results show that the respondents are more interested in the cultural heritage of folk-custom blocks,and put forward feasible suggestions on the price,costume performance,play mode and stay time that tourists pay attention to,so as to enhance the tourist experience of folk-custom culture and promote the high-quality development of local tourism.