基于游客视角的古镇旅游发展研究——以三河古镇为例.doc

PAGE PAGE 25 基于游客视角的古镇旅游发展研究——以三河古镇为例 中文摘要 由于当前国民经济的日益稳健和人民生活质量的突飞猛进，人们消费方式也发生了巨大的改变。旅游业俨然成为了最热门的朝阳产业。如今旅游业正处于飞速发展的时期，同时旅游行业所蕴藏的丰富利润也使其行业内部的角逐越来越激烈。然而一个古镇想在激烈的行业竞争中拔得头筹，那古镇自身可否获得游客的满意将至关重要。因此本文以三河古镇为例，采用实证研究的方法，基于游客视角选取16个影响因子，采取问卷调查的方法，对所得的样本数据进行分析得出结果，从而分析和评价游客在三河旅游过程中对这些影响因子的满意度。 数据结果可以看出当前阶段游客对三河古镇总体满意度情况仅仅在基本满意到满意这一水平之间，实际情况并不乐观，仍然还有许多方面需要完善，同时结合因子分析的结果可以发现游客对便利性和服务方面的满意度水平相对较高，反之在景观、娱乐和购物体验方面表现的不够好，游客对此的满意度水平相对较低，有碍于游客提高对三河的整体感觉。最后以本文的数据分析为基础，发现三河自身存在的问题，为三河古镇之后的发展提出有针对性的意见建议，如：打造一个轻松的旅游氛围、提高景区可玩性等，来增强游客对三河古镇的满意度。同时可以用来充实关于旅游地游客满意度评价和开发的策略与案例研究，为旅游业的后续发展规划和资源的开发利用及旅游业可持续发展提供长足的动力。 关键词：旅游体验；游客满意度；游客满意度影响因素；三河古镇；旅游发展 The research on the development of ancient town based on the perspective of tourists：take Sanhe abstract Due to the the stable development of the current economy and the improving of peoples living standards, people would rather to pursuit for spiritual consumption than material need. In this situation, the tourism has become a very favorite way of the people’s life naturally. Nowadays, with the rapid development of tourism, the competition between the tourist destinations is in the fierce because of the interest. And for a tourist town, the evaluation criterion of a town is whether it has a powerful competitiveness or not, that is whether it has some certain satisfaction tourists. If you don’t have a certain satisfaction tourists also there will be no scale and stable flow of tourists. So this article will illustrate an example about Sanhe ancient town, and it will use the method of empirical research to analyze and evaluate tourist satisfaction about their travelling based on the six factors of the visitor’s view and the questionnaire survey method, and it will analyze the sample data through the descriptive analysis method and factor analysis method. According to the results, it can be seen that in the current situation the tourists is basically satisfied with the tourist destination. The situation is not optimistic actually, and there are s