基于游憩体验质量的民族村寨旅游产品优化研究——以云南西双版纳傣族园、四川甲居藏寨为例

民族村寨旅游产品存在形式单一、缺乏个性特色,难以满足游客高质量体验需求的现象.针对这一问题,文章选择云南西双版纳傣族园、四川甲居藏寨两个典型的民族村寨为游客调查研究点,以国外游憩体验偏好量表为基础,开发设计了旨在适应中国本土化民族村寨游客游憩体验质量的测量量表,并对其加以实证研究.研究发现,民族村寨游客的游憩体验质量存在“享受自然风光、新朋友的结交、心理压力缓解、民族风情氛围、民族知识学习、身体锻炼放松”6个共同因子；并根据其定量评价结果,提供了民族村寨旅游产品的优化策略,以期构建内涵丰富、形式多元、结构合理的民族村寨旅游产品谱系.

Study on the Optimization of Tourism Products in Ethnic Villages Based on Recreational Experience Quality:A Case Study of Dai Park,Xishuangbanna and Jiaju Tibetan Village,Sichuan Province

Tourism products are beset with unitary in forms,lack of individual personality,unable to meet tourists’ expectation of high-quality experience.To resolve this issue,the paper selects Dai Park,Xishuangbanna and Jiaju Tibetan Village,Sichuan Province as a study case and designs a measuring scale aiming to adapt to tourists’ recreational experience quality in China’s local ethnic village based on foreign recreational experience preference scales.The empirical study shows that there exist six common factors in experience quality;namely,appreciating natural landscape,making acquaintance with new friends,relaxing psychological stress,enjoying the atmosphere of cultures and customs of ethnic minorities,learning national knowledge and doing physical exercises.In accordance with the results of quantitative evaluation,the paper offers strategies of optimizing tourism products in the hope of establishing tourism product spectrum of ethnic villages which is diversified in forms and reasonable in structure.