基于游客满意度的影视城旅游管理研究
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摘要
影视旅游是一种集文化性、趣味性和现代科技为一体的专项旅游产品。近年来,国内兴起了各种形式的影视旅游,而影视城旅游是其中发展最快并引起广泛关注的一种形式。目前,我国对影视城旅游的理论研究和实证分析都还处于初步的探索阶段,许多问题亟待解决。
本文首先回顾了影视城旅游涉及的相关的基础理论研究成果,然后在对顾客满意度研究进行总结和综述的基础上,提出影视城旅游的游客满意度影响因素模型,并初步建立了影视城旅游目的地的游客满意度测评指标。
在此前提下,通过访谈和问卷调研,了解了游客对满意度测量指标重要性的看法,应用因子分析对指标体系进行修正,其中目的地各要素可以分为核心吸引物、旅游服务、可进入性、旅游接待、基础设施、游览环境七个因子;通过信度、效度分析检验满意度问卷的合理性,运用相关分析等检验测评指标及结构的有效性,探讨了影视城旅游各要素及旅游地形象等对游客整体满意度和忠诚度的实际影响。
文章运用测评体系对所选案例——横店影视城的游客满意度进行了测评,结合测评指标的重要程度及因子分析确定各指标的权重,计算出横店影视城的游客满意指数,并且将影视城游客满意调查指标的重要性和满意度测评的结果进行对照,通过统计分析表明:影视城的核心吸引物的开发水平需要进一步提高;旅游服务方面主要是游览线路和导游解说等指标有待改善;此外,景区的可进入性和旅游接待、以及游览环境等几个方面也存在改进的空间。最后,根据实证研究的结果,本文主要从塑造良好的影视城旅游形象、提高影视城旅游产品和服务的满意度水平两个方面,对影视城旅游开发提出了一些具体的对策和建议。
Film-induced tourism is a kind of theme tourism product, which gathered cultural, interests, modern science and technology as a whole. In recent years, different kinds of film-induced tourism spring up in domestic, and film-city tourism develops the most quickly and cause extensive concern. Currently, the study of film-induced tourism in our country is still initial, and many problems need to be resolved.
Based on a systematic review of the latest achievements in the research on film-induced tourism and customer satisfaction, this paper draw up a tourist satisfaction model, and built a measurement index system. Then find out tourist's opinion on the importance of each indicator through interview and questionnaires, applied factor analysis to check up and amend the former system. By combined the importance of indicator and the result of factor analysis, we figured out the weight of each indicator, sequentially the system is used to measure tourist satisfaction in Hengdian film-city for a case study.
According to the result of investigation and data analysis, several research conclusions are drawn: the tourists are satisfied with the core attractions in film-city, but they still need some improvement; In the factor of tour service, sight-seeing circuit and tour guide's work should be more effective; then traffic and other related services, and the environment also need an improvement. Finally according to the result of the case study, this paper attempts to offer some effective measures to heighten tourist satisfaction, and offer some suggestion for the film-city tourism development.
本文首先回顾了影视城旅游涉及的相关的基础理论研究成果,然后在对顾客满意度研究进行总结和综述的基础上,提出影视城旅游的游客满意度影响因素模型,并初步建立了影视城旅游目的地的游客满意度测评指标。
在此前提下,通过访谈和问卷调研,了解了游客对满意度测量指标重要性的看法,应用因子分析对指标体系进行修正,其中目的地各要素可以分为核心吸引物、旅游服务、可进入性、旅游接待、基础设施、游览环境七个因子;通过信度、效度分析检验满意度问卷的合理性,运用相关分析等检验测评指标及结构的有效性,探讨了影视城旅游各要素及旅游地形象等对游客整体满意度和忠诚度的实际影响。
文章运用测评体系对所选案例——横店影视城的游客满意度进行了测评,结合测评指标的重要程度及因子分析确定各指标的权重,计算出横店影视城的游客满意指数,并且将影视城游客满意调查指标的重要性和满意度测评的结果进行对照,通过统计分析表明:影视城的核心吸引物的开发水平需要进一步提高;旅游服务方面主要是游览线路和导游解说等指标有待改善;此外,景区的可进入性和旅游接待、以及游览环境等几个方面也存在改进的空间。最后,根据实证研究的结果,本文主要从塑造良好的影视城旅游形象、提高影视城旅游产品和服务的满意度水平两个方面,对影视城旅游开发提出了一些具体的对策和建议。
Film-induced tourism is a kind of theme tourism product, which gathered cultural, interests, modern science and technology as a whole. In recent years, different kinds of film-induced tourism spring up in domestic, and film-city tourism develops the most quickly and cause extensive concern. Currently, the study of film-induced tourism in our country is still initial, and many problems need to be resolved.
Based on a systematic review of the latest achievements in the research on film-induced tourism and customer satisfaction, this paper draw up a tourist satisfaction model, and built a measurement index system. Then find out tourist's opinion on the importance of each indicator through interview and questionnaires, applied factor analysis to check up and amend the former system. By combined the importance of indicator and the result of factor analysis, we figured out the weight of each indicator, sequentially the system is used to measure tourist satisfaction in Hengdian film-city for a case study.
According to the result of investigation and data analysis, several research conclusions are drawn: the tourists are satisfied with the core attractions in film-city, but they still need some improvement; In the factor of tour service, sight-seeing circuit and tour guide's work should be more effective; then traffic and other related services, and the environment also need an improvement. Finally according to the result of the case study, this paper attempts to offer some effective measures to heighten tourist satisfaction, and offer some suggestion for the film-city tourism development.
引文
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[2]Kim H.and Richardson,S.Motion picture impacts on destination images.Annals of Tourism Research.2002,30(1):216-237
[3]Beeton.Sue.Film-induced tourism.USA:Channel View Publications,2005,270.
[4]西婷.后电影产品与后电影时代.电影艺术.2004,5:
[5]国家旅游局规划发展与财务司主编.2006中国旅游投资报告.中国:中国旅游出版社,2006,226.
[6]Riley R.,Baker D.and Van Doren,C.S.Movie induced tourism.Annals of Tourism Research.1998,25(4):919-935
[7]Busby.G.,& Klug,J.Literary tourism and the Daphne Du Maurier festival.Cornish studies,2001,vo18:197-212
[8]刘滨谊,刘琴.中国影视旅游发展的现状及趋势[J].旅游学刊,2004(6)77-81
[9]代俐.联合开发电影旅游产业[J].电影评介,2006(11):12。
[10]Riley R.,Baker D.and Van Doren,C.S.Movie induced tourism.Annals of Tourism Research.1998,25(4):919-935
[11]Glen and Beeton Sue.Rural tourism in Australia:Has the gaze altered? Tracking rural images through film and tourism promotion.International Journal of Travel Research:Special Issue on Rural Tourism.2004,(6)125-135.
[12]王玉玲,冯学钢,王晓.论影视旅游及其“资源-产品”转化[J].华东经济管理,2006(7):23-26.
[13]Sue Beeton.Film-induced tourism.USA:Channel View Publications,2005,270.
[14]Schofield,Peter.Cinematographic images of a city:Alternative heritage tourism in Manchester.Tourism Management 1996,17(5),333-340.
[15]Kim & Richardson.Motion pictures impact on Destination Images.Annals of Tourism Research.2002,30(1):216-237.
[16]Rose,J.Highlands write script for film location success.The Scotsman,2002,2(11).
[17]Kim & Richardson.Motion pictures impact on Destination Images.Annals of Tourism Research.2002,30(1):216-237.
[18]Julien Mercille.Media effects on image:The Case of Tibet.Annals of Tourism Research.2005,vol.32(4):1039-1055.
[19]侯越.从韩流看“影视表象”与“旅游地形象”的构筑[J].旅游学刊,2006(2):62-66.
[20]张杨.从韩剧旅游热论中国影视旅游的深度开发[J].北京第二外国语学院学报(旅游版),2006(9):80-86.
[21]孙秀文.从韩流看影视旅游的发展趋势[J].财经界,2007(5):128.
[22]郭鹏,王军华.论云南影视旅游开发[J].昆明冶金高等专科学校学报,2005,21(6):75-78.
[23]吴丽云,侯小丽.影视旅游者旅游动机研究:铁岭龙泉山庄旅游者实证分析[J].人文地理,2006.(2):24-27.
[24]吴普,葛全胜,席建超,刘浩龙.影视旅游形成、发展机制研究[J].旅游学刊,2007,22(7):52-57.
[25]孙静波.试论舟山海岛的影视旅游和影视创作[J].浙江国际海运职业技术学院学报,2007,3(3):26-30.
[26]Gartner W.Image formation process.Journals of Travel and Tourism Marketing.1993,(2):191-216.
[27]陈萍.基于影视剧的旅游目的地营销理论与实践[J].桂林旅游高等专科学校学报,2007,18(2):169-172.
[28]魏宝祥,欧阳正宇.影视旅游:旅游目的地营销推广新方式[J].旅游学刊,2007,22(12):32-39.
[29]潘丽丽.影视拍摄对外景地旅游发展的影响分析:以浙江新昌、横店为例[J].经济地理,2005.25(6):928-932.
[30]孟铁鑫、袁书琪.我国影视城的旅游开发研究[J].资源开发与市场,2006,22(3):273-275.
[31]王树春,李陇堂,王彦庚.宁夏华夏西部影视城旅游开发实证研究及其意义[J].宁夏大学学报,2006,27(2):189-192.
[32]朱晓辉、段学成.影视城旅游开发实证研究:以浙江射雕英雄传旅游城的开发为例[J].经济研究导刊,2007(3):145-146.
[33]郭红玲.论无锡影视基地的景观规划[J].电影评介,2007,(18):92.
[34]R.W Butler.The concept of a tourist area cycle of evolution:Implication for management of resource[M].Canadian Geographer.1980:142-143.
[35]John Brown.Theme parks in Europe[M].Travel and Tourism Analyst.2001(4)
[36]龚映梅.主题公园原理与可持续发展模式研究[D].昆明理工大学.2004(3).
[37]董观志.旅游主题公园管理原理与实务[M].广东旅游出版社.2000(6):141-145.
[38]Perace,Philip L.Analyzing Tourist Attractions[J].The Journal of Tourism Study.1991(8):67-68
[39]Cammerman.Wonderland Through the Looking Glass[J].Belsten.1981(8).
[40]Leiper.Tourist Attraction Systems[J].Tourism Research.1990(17).
[41]龚海鹏.我国主题公园的发展策略研究:以长株潭地区主题公园为例[D].中国知网.
[42]董观志.旅游主题公园管理原理与实务[M].广东旅游出版社.2000:14-15.
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