供需双方对景区文化偏好的差异性研究——以天柱山风景区为例

山岳型景区文化内涵的挖掘是提升景区质量的重要途径,但景区提供的文化旅游产品容易偏离旅游者的需求.文章以天柱山风景区为例,运用因子分析法、两独立样本t检验等方法,分析了供需双方对景区文化旅游资源偏好的差异,同时借助IPA模型帮助旅游经营管理者制定了景区文化旅游产品的开发方向.结果表明:(1)供需双方对天柱山风景区的整体印象差异不显著；而对文化印象具有显著差异,其中,旅游经营管理者对天柱山风景区文化印象较好,而旅游者对其印象较为一般；从文化资源要素上来看,供需双方对绝大部分文化旅游资源具有显著差异,且旅游经营管理者对其偏好的程度总体强于旅游者.(2)采用IPA模型,通过对比供需双方对天柱山风景区文化旅游资源的偏好差异,得出继续努力、过度表现、低优先改进、重点改进4个区域,并针对不同区域提出不同的解决方案.

A Study on the Disparity of Cultural Preference between Suppliers and Demanders:A Case Study on Mt.Tianzhu Scenic Area

The excavation of the cultural connotation of mountain-type scenic area is an important way of upgrading the quality of the area,but cultural tourism products provided by the scenic area are apt to deviate the demand of tourists.The paper,taking Mt.Tianzhu Scenic Area as an example,makes an analysis of the disparity in terms of the preference of cultural tourism resources between suppliers and demanders by applying the quantitative methods of factor analysis and independent-samples T test.Meanwhile,the exploitation direction of different cultural tourism products is formulated with the help of IPA model.The results indicate: 1.neither suppliers nor demanders have significant difference in terms of their overall impression on Mt.Tianzhu Scenic Area,in which tourist operators and administrators have better impression on the culture of this area while tourists just have general impression on it;in terms of the elements of cultural resources,most of suppliers and demanders have significant difference in cultural tourism resources and overall tourist operators and administrators have stronger preference than tourists.2.by adopting IPA model,four regions-"keep up good work","over-performance","low priority for improvement" and "key priority for improvement" are divided by comparing the difference of their preferences to the cultural tourism resources of Mt.Tianzhu Scenic Area and different regions.