基于游客体验的古城镇旅游产品开发研究-旅游管理专业论文.docxVIP

浙江大学硕士学位论文 浙江大学硕士学位论文 基于游客体验的古城镇旅游产品开发研究 摘 要 体验经济是继农业经济、工业经济和服务经济之后的第四个经济发展阶段。 它是把体验作为一种经济提供物的经济形式，它的到来在世界范围内引起了强 烈反响，而旅游的体验属性决定了旅游业必须走在其他行业前列。因此，旅游 产品如何提供最佳旅游体验受到众多研究者和决策者的热切关注。 本文选取目前我国热点旅游产品之一——古城镇作为研究对象，立足游客 角度探讨古城镇这一旅游产品游客体验的构筑要素。文章首先从游客体验、游 客满意及游客后续行为出发，提出了这三者之间关联促进模式，认为游客体验 拉动游客满意从而推进游客良性后续行为，从宏观上把握其演进路径。然后在 此基础上，甄别了古城镇旅游产品游客体验影响因素，建立了包含环境体验、 设施体验和活动体验三要素的古城镇旅游产品游客体验结构模型。并结合在乌 镇、周庄等地问卷调研和实证分析，验证了这一模型。最后，就古城镇旅游产 品体验环境营造、体验设施改造和体验活动设计三个方面有针对性地提出了基 于游客体验的古城镇旅游产品开发的对策和建议。 关键词：古城镇旅游产品 游客体验 游客满意 浙江大学硕士学位论文 浙江大学硕士学位论文 基于游客体验的古城镇旅游产品开发研究 Abstract Experience economy,as the fourth phrase of economy development after the agriculture economy、the industry economy as well as the service economy,it takes experiencing as an economic form of economy provider，which brings d great backwash in the world．Since the nature of tourism is just experiencing,lots of scholars and decision·makers pay high attention to how the tourism product provides the best tour experience． The paper chooses the ancient cities and towns，one of the national hot tourism products．as research object and discusses the construct factors on the tourist experience ofthe ancient cities and towns tourism product from the point oftourist． First，taking the tourist experience、tourist satisfaction and the tourist following behavior into consideration，the paper brings forth the mode oftheir relationship and concludes that the tourist experience pulls the tourist satisfaction which accordingly pushes the benign tourist following behavior and holds the macroscopic evolution mute．Secondly,the influence factors of the tourist experience on the ancient cities and towns tourism product are discriminated，and then it develops a tourist experience mode of the ancient cities and towns tourism product consisting of environment experience、establishment experience and activity experience．Based on the questionnaire researches and the demonstration analyses of