本文選題：體驗(yàn) + 古鎮(zhèn)遺產(chǎn)　； 參考：《杭州電子科技大學(xué)》2014年碩士論文

【摘要】：自世界進(jìn)入體驗(yàn)經(jīng)濟(jì)時(shí)代以來，消費(fèi)者已經(jīng)不再滿足于產(chǎn)品實(shí)體層面的消費(fèi)，消費(fèi)需求不斷發(fā)生著變化，，從對(duì)消費(fèi)品的質(zhì)量和功能的要求轉(zhuǎn)向?qū)οM(fèi)過程和消費(fèi)體驗(yàn)的關(guān)注。在以市場(chǎng)需求為導(dǎo)向的當(dāng)代，體驗(yàn)消費(fèi)的興起導(dǎo)致供給市場(chǎng)也在變化，生產(chǎn)者開始將生產(chǎn)重心轉(zhuǎn)移到體驗(yàn)型消費(fèi)品上。結(jié)合旅游業(yè)能夠提供異于尋常體驗(yàn)產(chǎn)品的特點(diǎn)，旅游業(yè)取得長(zhǎng)足的發(fā)展符合當(dāng)代的需求。作為旅游業(yè)的重要組成，古鎮(zhèn)遺產(chǎn)旅游越來越受到旅游者的青睞。在這一過程中，游客數(shù)量不斷增長(zhǎng)，旅游收入也在不斷增加，但是由于理論缺乏，實(shí)際操作困難等原因，古鎮(zhèn)遺產(chǎn)旅游體驗(yàn)不足、體驗(yàn)質(zhì)量等問題越來越多。面臨這樣的情況，如何能夠解決古鎮(zhèn)遺產(chǎn)旅游體驗(yàn)不足的問題，繼而提升古鎮(zhèn)遺產(chǎn)旅游者滿意度已經(jīng)成為亟待解決的問題。 在這樣的背景下，本文以體驗(yàn)作為研究視角，在對(duì)國內(nèi)外體驗(yàn)理論研究、旅游體驗(yàn)研究、古鎮(zhèn)遺產(chǎn)旅游研究和旅游者滿意度研究進(jìn)行歸納總結(jié)的基礎(chǔ)上，以感知績(jī)效理論為基礎(chǔ)構(gòu)建體驗(yàn)視角下古鎮(zhèn)遺產(chǎn)旅游者滿意度的測(cè)評(píng)模型。本文以杭州周邊的古鎮(zhèn)遺產(chǎn)旅游者為調(diào)研對(duì)象，利用spss16.0對(duì)調(diào)研數(shù)據(jù)分析，進(jìn)而對(duì)本文假設(shè)進(jìn)行驗(yàn)證。研究結(jié)果證實(shí)：旅游者基本信息會(huì)影響旅游者的體驗(yàn)感知；古鎮(zhèn)遺產(chǎn)旅游者體驗(yàn)由環(huán)境體驗(yàn)、活動(dòng)體驗(yàn)、服務(wù)體驗(yàn)三方面構(gòu)成，而且體驗(yàn)感知通過體驗(yàn)價(jià)值影響旅游者滿意度；體驗(yàn)價(jià)值和旅游者滿意度呈正相關(guān)關(guān)系；旅游者體驗(yàn)期望以體驗(yàn)感知為中介反向影響旅游者滿意度。最后，在實(shí)證研究的基礎(chǔ)上本文提出提升古鎮(zhèn)遺產(chǎn)旅游者滿意度的策略：一、準(zhǔn)確定位古鎮(zhèn)遺產(chǎn)旅游市場(chǎng)；二、提升古鎮(zhèn)遺產(chǎn)旅游體驗(yàn)質(zhì)量；三、完善古鎮(zhèn)遺產(chǎn)旅游外部支持系統(tǒng)。
[Abstract]:Since the world entered the era of experience economy, consumers are no longer satisfied with the consumption at the level of product entity, and the consumption demand is constantly changing, from the requirement of the quality and function of consumer goods to the attention to the consumption process and consumption experience. In the contemporary market demand-oriented, the rise of experiential consumption leads to the change of supply market, and producers begin to shift the focus of production to experiential consumer goods. Combined with the characteristics of the tourism industry to provide unusual experience products, tourism has made great progress in line with the needs of the contemporary era. As an important part of tourism, heritage tourism of ancient towns is more and more popular with tourists. In this process, the number of tourists continues to increase, tourism income is also increasing, but due to the lack of theory, practical operational difficulties and other reasons, there are more and more problems such as insufficient experience of heritage tourism in ancient towns, experience quality and so on. Faced with such a situation, how to solve the problem of the insufficient experience of heritage tourism in ancient towns, and then improve the satisfaction of heritage tourists in ancient towns has become an urgent problem to be solved. Under this background, this article takes the experience as the research angle of view, in the domestic and foreign experience theory research, the tourism experience research, the ancient town heritage tourism research and the tourist satisfaction research carries on the summary foundation, Based on the theory of perceived performance, this paper constructs an evaluation model of the satisfaction of heritage tourists in ancient towns from the perspective of experience. This paper takes the heritage tourists in the ancient towns around Hangzhou as the research object, uses spss16.0 to analyze the survey data, and then verifies the hypothesis of this paper. The results show that: the basic information of tourists will affect tourists' experience perception, the ancient town heritage tourist experience consists of three aspects: environmental experience, activity experience, service experience, and experience perception affects tourist satisfaction through experience value. There is a positive correlation between the experience value and the satisfaction degree of tourists, and the expectation of tourists' experience affects the satisfaction degree of tourists by using experience perception as an intermediary. Finally, on the basis of empirical research, this paper proposes strategies to improve the satisfaction of ancient town heritage tourists: first, accurately positioning the ancient town heritage tourism market; second, improve the quality of ancient town heritage tourism experience; third, Improve the ancient town heritage tourism external support system.
【學(xué)位授予單位】：杭州電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F592.7;F274

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