基于游客体验的杭州夜间旅游产品研究.docxVIP

基于游客体验的杭州夜间旅游产品研究

摘要：随着我国城市经济社会结构与市场规模的持续发展，城市民众的生活水平将持续地获得改善，城市城镇化水平也到达了全新高度，所以都市的繁荣发展也必将带动着都市旅游夜经济的蓬勃发展。本文从游客体验视角，针对游客网络评论、游客满意度和感官消费角度对杭州的夜间旅游产品进行分析，期间运用了图表分析法、网络形象矩阵分析、文本内容分析法等方法，使研究结果更具可信度。研究表明，游客对杭州夜间旅游产品较为满意、评价度高；从旅游形象看，杭州总体表现为知名度高、美誉度突出的特征；从扎根结果来看，社会人文类产品更受欢迎；从感官消费来看，游客喜爱景观的设计、观感，更加注重交通方便、美食丰富、古韵风格的旅游产品。基于众多角度的分析结果，可以考虑大力开发加强感官刺激和身体体验的旅游产品，提高游客的满意度和参与感。

关键词：夜经济；夜间旅游；杭州；游客体验；旅游产品

ResearchonHangzhouNightTourismProductsBasedonTouristExperience

Absrtact:WiththesustaineddevelopmentofChinasurbaneconomicandsocialstructureandmarketscale，thelivingstandardsofurbanpeoplewillbecontinuouslyimproved，andthelevelofurbanurbanizationhasreachedanewheight，sotheprosperityanddevelopmentofcitieswillcertainlydrivethevigorousdevelopmentofurbantourismnighteconomy.Fromtheperspectiveoftouristsexperience，thispaperanalyzesthenighttourismproductsinHangzhoufromtheperspectiveoftouristsonlinecomments，touristssatisfactionandsensoryconsumption.Duringthisperiod，chartanalysis，networkimagematrixanalysis，textcontentanalysisandothermethodsareusedtomaketheresearchresultsmorereliable.TheresearchshowsthattouristsaresatisfiedwithHangzhounighttourismproductsandhaveahighevaluation.Fromthetourismimage，Hangzhouisgenerallycharacterizedbyhighpopularityandoutstandingreputation.Fromtheresultofrooting，socialandhumanisticproductsaremorepopular;Fromtheperspectiveofsensoryconsumption，touristslovethedesignandperceptionoflandscape，andpaymoreattentiontotourismproductswithconvenienttransportation，richfoodandancientcharm.Basedontheanalysisresultsfrommanyangles，wecanconsidervigorouslydevelopingtourismproductsthatstrengthensensorystimulationandphysicalexperience，andimprovetouristssatisfactionandparticipation.

Keywords：nighteconomy；Nighttravel；Hangzhou；Touristexperience；tourismproduct

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