基于游客感知的茶文化旅游体验质量提升研究——以福建省安溪县茶文化旅游为例

【目的/意义】体验经济时代的到来给茶文化旅游的发展提出了新的要求,突出了“体验性”与“参与性”。分析游客对茶文化旅游体验质量的重要性认知和满意度感知,提出改善建议,可为安溪县进一步发展茶文化旅游提供参考。【方法/过程】以福建省安溪县茶文化旅游者为研究对象,在2020年8月15日于安溪县凤山景区等地发放问卷,先后回收有效问卷195份。通过独立样本t检验和单因素方差检验游客特征的差异性;再采用因子分析和IPA分析法,分析影响茶文化旅游体验的关键因素,并对安溪县茶文化旅游体验质量各影响因素评价的重要性绩效表现进行分析。【结果/结论】分析结果显示:基础设施因子是提高安溪茶文化旅游体验质量的重中之重,服务质量因子则是关键因素。目前,安溪茶文化旅游还处在发展阶段,还需进一步改进和完善基础设施,同时要重视提升服务质量。

Study on Quality Improvement of Tea Culture Tourism Experience Based on Tourist Perception——A Case of Tea Culture Tourism in Anxi County of Fujian

【Objective/Meaning】The arrival of the era of experience economy puts forward new requirements for the development of tea culture tourism,which highlights the“experience”and“participation”.Tourists’cognition of the importance of tea culture tourism experience quality and their satisfaction perception were analyzed,and the suggestions for improvement were put forward,which could provide reference for the further development of tea culture tourism in Anxi County.【Methods/Procedures】By taking the tourists of tea culture in Anxi County of Fujian Province as the research object,the questionnaires were distributed in the places such as Fengshan Scenic Area in Anxi County on August 15,2020,and 195 valid questionnaires were collected successively.The differences of tourist characteristics were tested by Independent-samples t Test and one-way analysis of variance.Then,the factor analysis and IPA analysis were used to analyze the key factors affecting the tourism experience of tea culture,and the importance performance of the evaluation of each factor affecting the quality of tea culture tourism experience in Anxi County was analyzed.【Results/Conclusions】The results showed that the infrastructure factor is the top priority to improve the quality of tea culture tourism experience in Anxi Country,and the service quality factor is the key factor.At present,the tea culture tourism in Anxi County is still in the stage of development,so it is still necessary to further improve and perfect the infrastructure,and pay attention to the quality of service.