数字文旅游客满意度现状及影响因素分析——以浙江省山区26县为例

Analysis of the Status Quo and Influencing Factors of Digital Cultural Tourism Tourist Satisfaction—A Case Study of 26 Mountainous Counties in Zhejiang Province

摘要: 浙江省山区26县是浙江省高质量发展建设共同富裕示范区的重要场景。且数字文旅兼具文化、产业和技术三重属性，是一种以文化人、以文育人、以文培元的新兴绿色产业，更是国家文化数字化战略中的重要一环。浙江省不仅拥有得天独厚的山水资源，还是一个数字化强省。然而当前数字文旅产业的建设仍存在错把手段当方向、盲目从众、名不符实、形式华丽但内容薄弱等问题。鉴于此，本项目组针对山区26县数字文旅发展现状、满意度等方面展开问卷调查，运用因子分析、回归分析、随机森林等统计方法进行数据分析，了解浙江省山区26县数字文旅游客满意度现状及影响因素，并对政府、景区和游客提出相应的建议。

Abstract: The 26 mountainous counties in Zhejiang Province serve as a key arena for the province’s high-quality development and its pilot program to achieve common prosperity. Digital culture tourism, blending cultural, industrial, and technological dimensions, is an emerging green sector that “educates, nurtures, and cultivates” through culture and constitutes a vital link in China’s national cultural digitization strategy. Zhejiang boasts both exceptional mountain-and-water resources and top-tier digital infrastructure. Yet its digital culture-tourism projects often mistake tools for goals, follow fads blindly, promise more than they deliver, and favor flashy formats over substantive content. To address these issues, our team conducted a visitor-satisfaction survey across the 26 counties. Using factor analysis, regression, and random-forest models, we identified the current level of and key factors influencing tourist satisfaction with digital cultural tourism in these mountainous areas, and we offer targeted recommendations for government, scenic sites, and tourists.