基于IPA分析法的景区旅游形象游客感知研究--以三坊七巷历史文化街区为例

摘要

运用IPA分析法对三坊七巷旅游形象的游客感知进行了实证研究，结果表明：游客总体满意度较好；历史名人文化、节事活动、景区内部交通等感知要素游客评价满意度高于重要性，是景区竞争优势，今后可继续强化；传统坊巷格局、外部交通通达性、景区游览接待设施等感知因素亟待改进；核心区域延续性、旅游资源特色、餐饮价格等感知要素由于游客的期望值低，景区对这些服务可考虑采取适度发展的策略。%Taking Three Lanes and Seven Alleys as a case study, the paper determined the effects of 22 factors on the perceived image of the destination.Through the data collected from questionnaire, a quantitative demon-strative study has been conducted on perceived destination image of Three Lanes and Seven Alleys.The study conclusion indicates that overall customer satisfaction is good.Tourists are satisfied with historical celebrity cul-ture, festival activities and interior traffic of tourist spots;the layout of traditional lanes and alleys, the exterior traffic and infrastructure are in urgent need to be improved based on the undesirable percieved image;the conti-nuity of core tourist region, characteristics of the tourist resources and food prices can be given moderate attention to as expectations are low in these respects.The study conclusion can provide guidance for sustainable develop-ment of Three Lanes and Seven Alleys.