基于大运河沉浸式文旅的游客体验优化与营销策略研究——以扬州大运河博物馆为例

Research on the Optimization of Tourist Experience and Marketing Strategy Based on the Grand Canal Immersive Cultural Tour—Taking the Grand Canal Museum in Yangzhou as an Example

摘要: 本研究以中国扬州大运河博物馆为案例，聚焦沉浸式文旅背景下游客体验优化与营销策略的整合研究。通过改进的SERVQUAL模型对服务质量五维度(有形性、可靠性、响应性、保证性、同理心)进行结构性分析，结合人工神经网络(ANN)对500份有效问卷数据进行非线性建模验证。研究发现：服务质量的有形性(β = 0.208, P < 0.001)、保证性(β = 0.201, P < 0.001)及同理心(β = 0.146, P < 0.001)对游客服务品质感知具有显著性影响(R² = 32.8%)，而响应性路径系数未通过检验(P > 0.05)。基于SEM-ANN交叉验证，提出“双向感知链”营销策略体系，包含算法驱动的精准体验营销、分层交互式产品开发、虚实场景共生网络(传播裂变率340%)及文化IP沉浸活化。研究为智慧旅游场景下文化遗产的数字化沉浸式活化与体验式营销提供实践路径。

Abstract: This study takes the Grand Canal Museum in Yangzhou, as a case to explore the integration of tourist experience optimization and marketing strategies in immersive cultural tours. An improved SERVQUAL model was employed to conduct a structural analysis of the five dimensions of service quality (tangibility, reliability, responsiveness, assurance, and empathy), and an artificial neural network (ANN) was used to validate the non-linear model with 500 valid questionnaire data. The results show that the dimensions of tangibility (β = 0.208, P < 0.001), assurance (β = 0.201, P < 0.001), and empathy (β = 0.146, P < 0.001) have significant impacts on visitors’ perceived service quality (R² = 32.8%), while the path coefficient of responsiveness did not pass the test (P > 0.05). Based on the cross-validation of SEM-ANN, a “bi-directional perception chain” marketing strategy system is proposed, which includes algorithm-driven precision experience marketing, hierarchical interactive product development, a coexisting network of virtual and real scenes (with a propagation fission rate of 340%), and the immersive activation of cultural IPs. This study provides practical pathways for the digital immersive revitalization and experiential marketing of cultural heritages in the context of smart tourism.