作　　者： (卢松）; (吴霞）;

机构地区： 上海师范大学旅游学院,上海200234

出　　处： 《地理研究》 2017年第8期1570-1582,共13页

摘　　要： 写生旅游是古村落旅游开发中极富特色的一种旅游产品形式,构成了研学旅游市场的重要组成部分。以黟县古村落宏村为例,开展古村落旅游地写生游客满意度评价研究。研究发现:(1)黟县古村落写生客源地来源广泛,主要集中于中、东部地区;写生消费总量可观、经济贡献比普通游客大。(2)识别了古村落写生游客满意度评价6个维度,按满意度由高到低依次为:写生核心吸引物、专门管理与服务、写生氛围、公共服务设施、写生环保设施、食宿设施。(3)总体上写生游客对黟县古村落写生旅游产品有着较高的满意度水平,写生游客满意度6个因子均对总体满意度有显著影响,其中写生核心吸引物影响最大,公共服务设施次之。(4)开展了游客满意度—重要性矩阵分析,对优势因素、重点改进因素、后续改进因素和维持因素进行了识别。研究成果有助于提升写生旅游者游客体验和促进古村落旅游可持续发展。 The painting tourism in ancient village is a distinctive tourism form. It constitutes the important component in the market of study tourism. On the case study of the well-known painting base—Hongcun village, Yixian county, a research has been carried out on the assessment of tourist satisfaction of painting tourism in the ancient villages. The results showed that：（1） the source places of ancient village painting tourists in Yixian county mainly focus on the central and eastern regions of China. The economic gross profit of painting consumption is very huge. And its economic contribution is larger than ordinary tourists＇ consumption.（2） six dimensions are identified on the evaluation of tourist satisfaction of the painting tourism in ancient villages. According to the scores, from high to low in order, the six dimensions are： the core attraction of painting, the specialized management and service of painting tourism, the atmosphere of painting, public service, environmental protection facilities and the accommodation facilities.（3） As a whole, the painting tourists have a high level of satisfaction with the painting tourism. The six dimensions of the satisfaction have a significant impact on their overall satisfaction, among which the core attraction of painting is the first influence dimension, followed by public service.（4） The matrix analysis is made on the tourist satisfaction-importance. Furthermore the advantageous factors, the key improvement factors,subsequent improvement factors and maintenance factors are identified. The research contributes to improving the experience of painting tourists and promoting the sustainable development of the ancient village tourism.

关 键 词： 写生旅游 游客满意度 古村落 黟县