基于对海南槟榔谷黎苗民俗文化旅游区的游客调查，采用IPA （重要度－绩效分析）方法探讨了游客对景区提供的产品各种属性的期望与管理绩效，13个属性被用于评价景区提供的产品质量。结果表明：绝大部分属性都落入了IP分析模型中的“继续保持”这一象限，表明活态民俗村开发模式是一种受到游客广泛认可的非物质文化遗产开发模式，游客对于槟榔谷景区提供的产品各项属性的认可度很高；落于“注意这里”象限的三个属性均与提供体验性与参与性活动有关，这意味着景区需要加强产品的体验性来提高游客的满意度。%Based on visitor surveys w hich are conducted in Hainan Binglanggu Limiao folk culture tourist are‐a ,this article adopts IPA (importance-perception analysis method) to discuss visitor's expectation for differ‐ent attributes of services which are offered by scenic spot and management performance .Thirteen attributes have been used to evaluate the quality of services .The results are as follow :(1) Most of the attributes are al‐located into the'keep up'quadrant ,w hich indicates that living folk cultural village development mode gains a high approval from visitors as a development pattern of intangible cultural heritage ,and visitors'recognition degree of the attributes of services offered by Binglanggu scenic spot is high .(2) The three attributes which are allocated into 'concentrate here'are related to experience and participate activities ,w hich suggests that scenic spot needs to strength the experience of service to increase the visitor's satisfaction .
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