传统古村落研学旅行游客满意度影响因素研究——以西递、宏村为例

开展传统古村落研学旅行游客满意度影响因素研究,对于构建以人为本的乡村研学旅行产品体系具有重要意义。论文以皖南地区典型的古村落西递、宏村为例,从游客体验视角,构建了研学旅行游客满意度影响因素的结构方程模型,并进行了模型的因素恒等性检验。结果表明：影响西递、宏村研学旅行游客满意度的旅游体验因素有文化认知、情感体验、审美体验和学习认知4种类型;从路径系数来看,案例地研学旅行者的文化认知(0.510)对游客满意度影响程度最大,情感体验(0.340)和审美体验(0.224)次之,学习认知(0.212)位居最后;论文构建的传统古村落研学旅行游客满意度结构方程模型具有跨样本稳定性特征。研究结果可为西递、宏村研学旅行课程开发和传统古村落研学旅行高质量发展提供决策参考。

Influencing factors of educational tourist satisfaction in traditional ancient villages:The case of Xidi and Hongcun,China

Educational tourism is one of the new tourism models in China. For traditional ancient villages, the development of educational tourism is of great significance to innovate and enrich the tourism model, promote the transformation and upgrading of tourism products, and build a people-oriented educational tourism supply system. Taking Xidi and Hongcun—typical ancient villages in southern Anhui Province and World Heritage Sites and national 5A scenic spots—as the study sites and educational tourism tourists (mainly primary and middle school students) as respondents, and based on 547 samples of questionnaire data, this study constructed a structural equation model of the influencing factors of educational tourism tourist satisfaction from the perspective of tourist experience, and conducted a cross-sample stability test of the model. The results show that: 1) The factors that influence the tourist satisfaction on study travel to traditional ancient villages include cultural cognition, emotional experience, aesthetic experience, and learning cognition. Among these factors, tourists have the deepest perception of learning cognition (4.026), followed by aesthetic experience (4.033), cultural cognition (3.884), and emotional experience (3.801). 2) The results of the structural equation model show that cultural cognition, emotional experience, aesthetic experience, and learning cognition of educational tourism tourists in Xidi and Hongcun all have a significant positive impact on the satisfaction of these tourists. In terms of the magnitude of path coefficient, cultural cognition is the primary factor affecting the satisfaction of educational tourism tourists, with a path coefficient of 0.510; emotional experience is the second most influential factor, with a path coefficient of 0.340; aesthetic experience and learning cognition rank third and fourth, with path coefficients of 0.224 and 0.212 respectively. 3) The model has good cross-sample stability. Three nested models were obtained by gradually adding parameter constraints to the benchmark model, and the results show that the chi-square increment and fitting index are generally good, which further supports the research hypothesis. The research results can provide decision-making reference for the scientific development of educational tourism products in Xidi and Hongcun and the high-quality development of educational tourism industry in traditional ancient villages.