基于游客体验IPA分析模型的传统村落乡愁文化旅游发展路径研究

传统村落是乡愁寄托的重要场域空间，提升游客乡愁体验质量成为传统村落旅游开发的焦点。以记忆理论为基础，选取阆中市五龙村为案例地，从文化、情感、记忆三个维度设计调查问卷，运用游客体验IPA分析模型等方法进行综合分析，对比游客对乡愁文化旅游预期期望度与实际满意度的差异。研究表明:（1）游客对五龙村乡愁文化旅游体验的总体满意度较高，其中，对文化维度的乡愁体验满意度高于情感维度和记忆维度的满意度；（2）游客旅游体验的实际满意度模糊值均值低于预期期望度模糊值均值，说明五龙村乡愁文化旅游的开发还未达到游客期望；（3）IPA指数等级中的非常不满意等级题项与第4象限重点改进区域的题项一致，说明五龙村乡愁文化景观的保护与乡愁文化符号的挖掘还需要加强。依照研究结论，提出从保护乡土文化、凝聚情感记忆及赋能媒介营销三个方面构建乡愁文化旅游发展路径，旨在深化乡愁体验、拾遗乡愁寄托和提升乡愁感知。

Research on Development Method of Nostalgia Cultural Tourism Based on IPA Model of Tourist Experience: A Case Study of Wulong Village of Langzhong City

Traditional villages are the essential field domain where nostalgia is placed, so improving the quality of the nostalgia experience of tourists has become the focus of the tourism development of traditional villages. Based on memory theory, this paper takes Wulong Village of Langzhong City as a case study, designs a questionnaire by constructing a three-dimension analysis framework of “culture-emotion-memory” of nostalgia in traditional village tourism, and makes a comprehensive analysis using the IPA model, IPA quadrant matrix, IPA index, and other methods to compare the difference between the tourists’ expectation of nostalgia culture before the tour and the actual satisfaction after the tour. The findings reveal that: (1) the overall satisfaction of tourists with the nostalgia cultural tourist experience in Wulong Village is high, and the satisfaction of nostalgic experience in the cultural dimension is higher than the satisfaction of the nostalgic experience in the emotional dimension and memory dimension; (2) the actual fuzzy mean value of the satisfaction of tourist experience is lower than the fuzzy mean value of the tourists' expectation, which reveals that the development of the nostalgia culture has not fully reached tourists' expectations. (3) The very unsatisfactory items in the IPA index are consistent with those of the key improvement area in quadrant 4, indicating that the protection of the nostalgia cultural landscape and the excavation of nostalgia cultural symbols in Wulong Village still need to be strengthened. According to the research conclusions, the development method of nostalgia cultural tourism from the aspects of protecting local culture, gathering emotional memory, and empowering media marketing is proposed, so as to deepen the nostalgia experience, retain nostalgia attachment, and improve nostalgia perception.