数字体验在古建筑游客满意度形成过程中的作用

The Role of Digital Experience in the Satisfaction Process Formation of Ancient Architecture Tourist

目前,旅游发展当局利用数字技术来宣传古建筑文化,吸引游客来访,达到保护传承古建筑文化的同时,实现古建筑景区的发展可持续性。我们邀请了221个游客以7分李克特量表的形式评估了7个指标,探讨数字技术对游客满意度的影响路径。数据结果显示,数字体验显著正向影响中介变量感知价值,进一步影响游客满意度,进而转化为忠诚度。在这里,我们强调了数字技术可作为古建筑景区可持续发展的一个强有力的工具,以丰富景区旅游产品和服务,提升游客体验,深化景区活力。

In the current digital era, heritage tourism trends have led to the development of ancient architecture tourism through the incorporation of digital intelligent technologies. This approach aims to promote ancient architecture culture and attract tourists to visit the site, while also achieving the goal of inheriting ancient architecture culture and ensuring the sustainable development of the site. We invited 221 tourists to evaluate seven indicators to explore the path of digital technology’s influence on tourists’ satisfaction using the 7-point Likert scale. The results show that digital experience significantly and positively affects the mediating variable perceived value, which further influences tourist satisfaction and then transforms into loyalty. Here, we emphasize that digital technology can be used as a powerful tool for the sustainable development of ancient architectural scenic spots, enriching scenic tourism products and services, enhancing tourist experience, and deepening the vitality of scenic spots.