基于网络游记的婺源县乡村旅游体验研究

Study on rural tourism experience of Wuyuan County based on online travel notes

旅游体验是旅游者旅游功能与价值的核心,丰富提升旅游者乡村旅游体验已成为体验经济时代背景下促进乡村旅游可持续发展的重要途径之一。本文以"中国最美乡村"婺源为案例地,以马蜂窝在线旅游网上关于婺源的旅行游记为数据来源,运用内容分析法对游记文本进行乡村旅游体验要素编码并对各要素指标逐条打分,得到婺源乡村旅游体验要素结构表及各要素评价等级数据集。在此基础上,利用社会网络分析法(SNA)及"重要性-表现程度"分析法(IPA)对其要素结构特征及各要素旅游体验质量进行深入分析。结果显示:(1)内容分析编码归纳发现,婺源县乡村旅游体验共包含自然风光、动植物景观、建筑景观、人文景观、文化展示场所、居民生活风貌等27个要素指标;(2)SNA分析发现,婺源乡村旅游体验要素网络结构内部协调性较高,且旅游交通、建筑景观、自然风光是最核心的三大要素,而基础设施、市场秩序及文化展示场所是最边缘的三大要素;(3)IPA分析发现旅游者整体旅游体验质量较高,且旅游者对拍照摄影体验的评价最好,对旅游开发程度的感知最差。基于研究结论,本文为婺源未来乡村旅游发展提出了相应的对策与建议。

The tourism experience is the core of tourism function and value for tourists. Enriching the rural tourism experience of tourists has become one of the important ways to promote the sustainable development of rural tourism under the experience economy background. This study,taking'The Most Beautiful Village in China'as the case and selecting the travel notes of Ma honeycomb as the data source, used the content analysis to code and score the rural tourism travel experience elements of Wuyuan. Then, we got the structure table of rural tourism experience elements and the rating data set of each element. In addition, we used social network analysis method(SNA)and importance-performance analysis method(IPA)to conduct in-depth analysis of its structural characteristics of the elements and the quality of tourism experience. The results show that:(1) Content analysis finds that the rural tourism experience in Wuyuan includes 27 element indicators such as natural scenery, animal and plant landscape, architectural landscape,human landscape, cultural display place, residents’ lifestyle and so on;(2) SNA analysis finds that the network structure of Wuyuan rural tourism experience elements has high internal coordination;and the tourism traffic, architectural landscape, and natural scenery are the three most important elements while the infrastructure, market order, and cultural display venues are the three most marginal elements in the network structure;and(3) IPA analysis finds that the overall quality of tourist experience is pretty and that tourists have the best evaluation of camera photography experience while the perception of tourism development degree is the worst. Based on the research conclusions, this article recommends that, in order to better develop its rural tourism, Wuyuan should take the following three suggestions:(1) Strengthen the construction of tourism infrastructure and improve the tourist transportation experience;(2) Grasp the core tourist attraction and accurately identify the key points of tourism development;and(3) Improve the level of tourism management and comprehensively coordinate the structure of tourism experience elements.