基于SEM的旅游者对世界非物质文化遗产满意度测评——以苏州昆曲为例

以世界非物质文化遗产昆曲为例, 在国际主流CSI 模型基础上, 构建测评旅游者对昆曲满意度的CSI 模型, 并基于SEM分析方法, 得出昆曲的“内在价值性”、“外在观赏性”, 旅游者的“感知价值”、“感知质量”、“满意度”和“忠诚度”这些潜在变量之间的相关关系和影响程度。研究结果表明:昆曲的内在价值性和外在观赏性对旅游者的感知质量和感知价值有着显著的影响, 并通过旅游者的感知质量和感知价值的部分中介作用影响旅游者的满意度, 旅游者的满意度继而会影响忠诚度。由此, 应深度提炼挖掘昆曲的内在价值, 重视对昆曲及其附属产品的外在包装, 提高旅游者欣赏昆曲时的感知质量, 从而提高旅游者的满意度和忠诚度。

Evaluation of Tourist Satisfaction of World Intangible Cultural Heritage Based on SEM: A Case Study of Kunqu

The paper,based on a series of CIS models,presents a case study of World Intangible Heritage Kunqu and puts forward a CSI model evaluation for tourist satisfaction of Kunqu.By means of SEM,the paper analyses the relationship among variables(6 major variables:"inherent value","external value","perceived value","perceived quality","satisfaction"and"loyalty".The results show that: the inherent value and external value have a significant impact on the perceived value and perceived quality,through which,they also influence tourist satisfaction.Ensuingly the tourist satisfaction will affect loyalty.Therefore,it is necessary to develop the inherent value of Kunqu and place emphasis on the external packaging of the product so as to improve the tourist perceived quality,satisfaction and loyalty.