基于灰色关联的节事活动游客参与体验研究——以华侨城文化旅游节为例

企业节事活动作为一种特殊的文化旅游形式,对旅游市场具有显著的带动作用。文章以华侨城文化旅游节为例,从游客参与感知视角,测评华侨城文化旅游节的节事效应,探究企业节事活动中游客体验评价的具体表现。研究设计并构建了节事活动游客参与体验评价指标体系,然后应用灰色关联分析测度游客参与体验。研究结果显示:文化旅游节带来的效率价值、功能价值具有竞争优势,可进一步强化;基于认知价值的游客参与体验评价亟需提升。在之后组织节事活动的过程中,要进一步增强创新性和特色性。

Research on the Participation Experience of Festival Tourists based on Grey Relational Theory:Taking the Cultural Tourism Festival of Overseas Chinese Town as an Example

As a special form of cultural tourism, enterprise festival & special event play a significant role in promoting the tourism market. Taking the Overseas Chinese Town Cultural Tourism Festival as an example, this paper evaluates the effect of the cultural tourism festival from the perspective of tourists' participation perception, so as to explore the specific performance of tourist experience evaluation in enterprise festival activities. On the basis of constructing the evaluation index system of tourist participation experience in festival activities, the grey correlation method is used to measure the tourist participation experience. The results show that the efficiency value and functional value brought by the cultural tourism festival have competitive advantages and should be further strengthened;The evaluation of cognitive value of tourists' participation in experience needs to be improved. In the process of organizing festival activities, it is necessary to further enhance the innovation and characteristics.