寻根文化遗产地解说服务质量研究

The Study of Interpretation Service Quality in the Background of “Root-Exploration” Cultural Heritage

摘要: 以洪洞大槐树寻根祭祖园为调查采样点，采用问卷调查、主成分分析等方法，构建结构方程模型(SEM)，探究解说服务质量与地方依恋之间的积极影响关系。结果显示：有形性、可靠性、保证性、响应性和移情性作为解说服务质量的解释变量，具有良好的解释和测度效果；解说服务质量对地方依恋有显著的直接影响作用，解说服务质量的提升可有效提高游客对景区的地方依恋情感。最后，对景区未来解说服务的管理和规划提供针对性的建议。

Abstract: Illustrated by the case of the Hongtong Dahuaishu Ancestor Memorial Garden, based on the ques-tionnaire survey, principal component analysis, we consider two latent variables, including inter-pretation service quality and place attachment. The structural equation model is used to explain the structural interrelationship between interpretation service quality and place attachment. Our findings can be summarized as follows: As five explanatory variables, tangibles, reliability, assur-ance, responsiveness and empathy have a good interpretation and measurement effects. Inter-pretation service quality produces a direct effect on place attachment, and interpretation service quality can effectively enhance the tourist’s place attachment. Finally, according to current situation of the Garden, the corresponding suggestions are proposed.