数字文旅游客关注情况及满意度影响因素研究——以浙江省山区26县为例

Research on Tourists’ Attention to and Satisfaction Drivers of Digital Cultural Tourism—A Case Study of 26 Mountainous Counties in Zhejiang Province

摘要: 在数字技术与文化旅游产业深度融合的背景下，浙江省作为我国数字经济的先行区与旅游产业强省，其山区26县的发展成效直接关系到全省共同富裕示范区建设的进程。然而，这些县域普遍受限于地理位置与资源禀赋，探索如何借助数字化手段突破发展瓶颈，已成为一项紧迫且关键的课题。为应对这一挑战，本研究将视角聚焦于游客感知，通过对浙江省山区26县的系统性实证调查，旨在精准评估游客对数字文旅的真实关注状况与主流信息获取渠道，并科学识别影响其满意度的关键因素。研究成果为地方政府与景区管理者提供基于数据驱动的决策依据，从而推动山区26县数字文旅的精准优化与可持续发展，为区域共同富裕目标的实现注入新动能。

Abstract: Amid the deep convergence of digital technologies and the cultural-tourism sector, Zhejiang—China’s frontrunner in the digital economy and a powerhouse for tourism—has pinned the success of its 26 mountainous counties to the province-wide mission of building a common-prosperity demonstration zone. Constrained by remote locations and limited resources, these counties urgently need digital levers to break development bottlenecks. Responding to this challenge, the study foregrounds tourists’ perceptions, conducting a systematic empirical survey across the 26 counties to gauge visitors’ real awareness of digital cultural-tourism offerings, map their dominant information channels, and scientifically identify the key drivers of satisfaction. The findings furnish local governments and site managers with data-driven evidence for targeted optimisation and sustainable growth of digital cultural tourism, injecting fresh momentum into the region’s quest for shared prosperity.