历史文化街区游客体验满意度影响因素研究——以杭州为例

Study on the Influencing Factors on Tourist Satisfaction in Hangzhou's Historic Districts

以杭州为例,利用SPSS 19.0和Amos 18.0统计软件对历史文化街区游客体验满意度影响因素进行探索性和验证性因子分析后,得到历史文化原真性、街区旅游产品、街区旅游服务与配套设施以及生活真实性等4个满意度维度及其包含的21个满意度因子。通过线性回归分析发现,4个满意度维度对总体满意度具有显著影响,其中影响最大的因子是生活文化真实性和街区旅游服务与配套设施。最后,根据分析结果提出应重视历史文化原真性、关注街区生活真实性、注重街区旅游产品的丰富性与特色性及加强旅游服务与配套设施建设,以提升游客体验满意度。

This paper conducts an empirical study on the influencing factors on tourist satisfaction in Hangzhou's historic districts using descriptive statistical method,explorative factor analysis,confirmatory factor analysis and regression analysis with statistical software SPSS 19. 0 & Amos 18. 0. After analyzing the 21 indexes of the influencing factors on tourist satisfaction by explorative and confirmatory factor analysis,4 factors including historical culture authenticity,tourist product,tourist service and supporting facilities in historic districts as well as truthfulness of life are concluded. After conducting linear regression on the 4 essential satisfaction factors and overall satisfaction,it is found that the influence is obvious. The most influential factor is the truthfulness of life culture,tourist service and supporting facilities. Finally promotion strategies on tourist satisfaction in Hangzhou's historic districts are proposed based on the obtained results.