游客对旅游目的地地方美食体验感知的IPA分析--以湖北恩施州为例

摘要

Taking Enshi of Hubei Province as a case,visitors’ food consumption awareness was examined from the six dimensions of food feature, food security, hardware facilities, service quality, interactive experi⁃ence,and price.Through examples from questionnaire survey,using the IPA model and IPA comprehensive in⁃dex analysis,the differences in the expectations and perceived performance of all factors were compared,and advantages and disadvantages of each factor in food tourism marketing were distinguished. The results showed that visitors are highly satisfied about Enshi’ s food characteristics,but their overall evaluation is low on health condition,raw material freshness and food shopping activities,and gap between the actual performance and vis⁃itors’ expectations for dining environment, public facilities, food interactive activities, and cooking show are bigger,which calls for urgent attention.This empirical analysis may provide a scientific basis to help Enshi find focus and priority for the marketing for its tourism gourmet. Some thoughts and suggestions are put forward to further strengthen the development and utilization of local food tourism resources in ethnic minority areas.%以湖北恩施地区为个案，从美食特性、食品安全、硬件设施、服务质量、互动体验和价格水平等6个维度对游客美食体验感知进行调查研究。在问卷调查的基础上，采用IPA模型和IPA指数综合分析，比较游客在各因子期望（重要性）和实际感知（表现性）的差异，明确各因子在旅游美食营销中的优势和劣势。结果表明，游客对恩施美食特性的满意度较高；但对卫生状况、原材料新鲜度和美食购物活动的整体评价较低；用餐环境、公共设施、美食互动活动、烹饪表演活动的实际表现和游客期望值差距较大，这是提高游客美食体验满意度迫切需要解决的问题。通过实证分析，得出恩施旅游美食营销的重点及优先顺序，为进一步加强少数民族地方美食旅游资源开发和利用提供科学依据。