乡村振兴背景下农文旅融合游客满意度研究——以黄山西溪南村为例

Research on Tourist Satisfaction of Agriculture-Culture-Tourism Integration under the Background of Rural Revitalization—A Case Study of Xixinan Village in Huangshan

摘要: 在乡村振兴背景下，农文旅融合已成为推动乡村旅游高质量发展的重要路径。游客满意度作为衡量乡村旅游目的地发展质量的关键指标，对提升重游意愿与口碑传播具有重要意义。本文以黄山西溪南村为研究对象，基于309份游客问卷调查数据，运用信效度分析、描述性统计分析、IPA分析及多元线性回归分析，探讨农文旅融合背景下游客满意度的总体特征及其影响因素。研究结果表明：西溪南村游客总体满意度处于中等偏上水平；当地农产品品质、古村落风貌、民宿餐饮特色、乡村生活体验、非遗民俗活动及网红打卡点体验构成游客感知的主要优势；农产品包装、旅游标识、基础设施及旅游业态丰富度仍存在提升空间。回归分析显示，网红打卡点体验、农文旅结合自然感以及游客受教育程度对总体满意度具有显著正向影响，其中特色体验与文化融合感知是提升游客满意度的关键因素。研究认为，农文旅融合背景下乡村旅游竞争力正由资源开发转向综合体验营造，未来应强化地方文化表达，丰富消费场景，延长游客停留时间，推动乡村旅游由“到访型消费”向“停留型消费”升级。

Abstract: Against the background of rural revitalization, the integrated development of agriculture, culture and tourism has become an important path to promote the high-quality development of rural tourism. As a key indicator measuring the development quality of rural tourism destinations, tourist satisfaction is of great significance in enhancing revisit intention and word-of-mouth communication. Taking Xixinan Village in Huangshan as the research object, this paper explores the overall characteristics and influencing factors of tourist satisfaction under the background of agriculture-culture-tourism integration based on 309 questionnaires from tourists, using reliability and validity analysis, descriptive statistical analysis, IPA analysis and multiple linear regression analysis. The results show that the overall tourist satisfaction of Xixinan Village is above the medium level. The quality of local agricultural products, the style of the ancient village, the characteristics of homestay catering, rural life experience, intangible cultural heritage and folk activities, and internet-famous scenic spots constitute the main advantages of tourist perception. There is still room for improvement in the packaging of agricultural products, tourist signs, infrastructure and the diversity of tourism formats. Regression analysis reveals that experience at internet-famous scenic spots, the sense of natural integration of agriculture, culture and tourism, and tourists’ education level exert significant positive effects on overall satisfaction, among which characteristic experience and perception of cultural integration are the key factors to improve tourist satisfaction. The study argues that the competitiveness of rural tourism under the background of agriculture-culture-tourism integration is shifting from resource development to comprehensive experience construction. In the future, efforts should be made to strengthen local cultural expression, enrich consumption scenarios, extend tourists’ stay time, and upgrade rural tourism from “visit-oriented consumption” to “stay-oriented consumption”.