IPA视域下内生型特色小镇游客感知研究——以天津市杨柳青文旅小镇为例

A Study on Tourist Perception of Endogenous Characteristic Town from IPA Perspective—A Case Study of Tianjin Yangliuqing Cultural Tourism Town

摘要: 面对内生型特色小镇“同质性强、特色不足”的发展现状，构建以市场需求为导向的小镇发展路径至关重要。为此，本研究立足游客感知视角，设置包含23项要素在内的游客感知评价指标体系，对天津市杨柳青特色小镇进行案例研究。通过实地调研，得到游客对于杨柳青小镇各旅游要素“重要性”与“满意度”的评估数据并绘制相应的IPA方格图。在此基础上，对落入不同象限内的各旅游要素进行分析，为国内同类型的特色小镇发展提供“杨柳青经验”，也为小镇后续发展提出针对性提升策略。

Abstract: Facing the development status of endogenous characteristic towns with “strong homogeneity”, it’s vital to formulate a development path oriented by market demand. Therefore, this study sets up an evaluation system of tourist perception including 23 elements and conducts a case study of Tianjin Yangliuqing characteristic town. Through field research, the evaluation data of tourists for the “Importance” and “Satisfaction” of each element in Yangliuqing Town is obtained, and the corresponding IPA grid is drawn. On this basis, this paper tries to analyze the tourism elements falling into different quadrants, to provide “Yangliuqing Experience” for the same type of characteristic towns in China, and also put targeted promotion strategies for the follow-up development of Yangliuqing town.