文旅融合背景下城市文旅消费体验及满意度研究—

文章信息/Info

Title:: Research on Urban Cultural Tourism Consumption Experience and its Influencing Factors in the Context of Integration of Culture and Tourism： Take Nanjing City as an Example

作者:: 剌利青; 徐菲菲; 韩磊; 钟雪晴; 何云梦; 剌利青，东南大学人文学院博士研究生；徐菲菲，东南大学人文学院教授，博士生导师；韩磊，东南大学人文学院博士研究生；钟雪晴，东南大学人文学院硕士研究生；何云梦，东南大学人文学院博士研究生。

Keywords:: urban tourism; cultural and tourism consumption; integration of culture and tourism; tourist experience; Nanjing City

摘要:: 在文旅融合背景下，城市旅游目的地积极探索文旅产业创新发展模式，衍生出了夜间经济、沉浸式演艺活动、虚拟旅游等具有吸引力的文旅产品与服务。以南京市为案例地，结合网络评论文本数据和实地问卷调查，分析城市文旅消费体验和满意度。结果表明：地方文化体验是城市文旅消费体验的核心要素，文旅消费满意度的影响因素依次为自然与物理环境、景区管理与服务、地方文化体验、娱乐体验、夜游产品体验和住宿体验。最后，从增强城市文化体验、丰富城市夜游产品、强化智慧文旅建设、打造主客共享空间4个方面对城市文旅产业创新发展提出对策和建议。

Abstract:: Under the background of cultural and tourism integration, urban tourism destinations actively explore innovative development models of the cultural tourism industry, and have derived attractive cultural tourism products and services such as night economy, immersive performing arts activities, virtual tourism, and digital cultural tourism platforms. Taking Nanjing as a case, this study analyzes the tourist experience and satisfaction of cultural tourism products based on the analysis of online review data and questionnaires. The results show that local cultural experience is the core element of tourist experience. The influencing factors of tourist satisfaction include the natural and physical environment, scenic spot management and service, local cultural experience, entertainment experience, night tour product experience and accommodation experience. Finally, it provides suggestions for the innovative development of urban cultural tourism industry from four aspects: urban cultural experience, urban night tour products, the construction of smart cultural tourism, and the creation of shared space for hosts and guests.