文化休闲旅游在旅游产业转型升级中扮演重要角色。历史文化街区作为遗产 旅游的重要k源,是推动城市休闲旅游发展和城市品牌建设的重要载体,但我国 不少历史文化街区出现了不合理开发和过度旅游开发等问题。游客感知是旅游目 的地竞争优势新的来源,如何借助游客感知衡量历史文化街区旅游开发的适宜性 并根据游客感知评价调整旅游开发策略成为城市规划者、经营者思考的问题。 本文在查阅相关文献和实地调研基础上,从历史文化街区游客感知的角度, 构建了基于游客感知的历史文化街区旅游开发适宜性评价指标体系,包含8个感 知维度,32个测量指标,并基于单样本t检验和配对样本t检验进行了IPA分 析。研究发现:历史文化感知、景观审美感知、环境感知、形象感知属于高重要 性高表现性维度,是街区旅游开发的优势;服务感知是低重要性低表现性的特征, 是开发者提升游客感知需要关注的方面;娱乐休闲感知、知识教育感知、经济性 感知是高重要性低表现性的,历史文化街区在这三个方面未曾达到游客的期望, 是街区旅游开发进一步深化和转型升级重点改进的方面;历史人物、历史古迹、 完整性、艺术性、稀有性、休闲减压、整洁性、协调性、原真性、网络支付、知 名度、对外形象、独特性、象征性、物价和精神收益是高重要性高表现性指标, 需要继续的保持和提高;专业度是低重要性高表现性的指标,可以适度调整投放 力度;色彩搭配、丰富性、休闲满足、休闲便捷、态度、服务整体感受、知识层 属于低重要性低表现性指标,但随着体验式旅游的发展和深度互动的旅游活动的 开展,暂时优先顺序较低但未来不可忽略;历史展示、历史民俗、历史体验、休 闲学习、安全性、修养层、潜力层、精神收益是高重要性低表现性指标,与游客 的期望仍有差距,是街区重点的改进方面。旅游开发是历史文化街区复兴的重要 途径,基于可持续发展原则下的旅游开发是适宜可行的,且基于游客感知提出了 天津市历史文化街区旅游开发改进的营销策略。 文章的创新点在于:第一,以游客感知作为旅游开发适宜性研究的切入,更 加关注旅游活动主体的感知;第二,构建历史文化街区旅游开发适宜性评价维度 和指标体系;第三,客观反映游客感知各指标维度在历史文化街区旅游开发中的 表现,寻找关键感知维度及重点改善指标;第四,基于IPA分析结果对天津历史 文化街区旅游开发提出针对性的开发建议。 关键词:历史文化街区;游客感知;旅游开发;适宜性评价ABSTRACT Culturalleisuretourismplaysanimportantroleinthetransformationand upgradingofthetourismindustry.Asanimportantresourceforheritagetourism, historicalandculturalblocksareimportantcarriersforpromotingthedevelopmentof urbanleisuretourismandurbanbrandbuilding.However,manyhistoricaland culturalblocksinChinahaveexperiencedunreasonabledevelopmentandexcessive tourismdevelopment.Touristperceptionisanewsourceofcompetitiveadvantageof tourismdestinations.It’saproblemforurbanplannersandoperatorsthathowto measurethesuitabilityoftourismdevelopmentinhistoricalandculturalblocksand adjusttourismdevelopmentstrategiesaccordingtotouristperception. Basedontherelevantliteratureandfieldresearch,thestudyconstructsa suitabilityassessmentsystembasedontourists1perceptionofhistoricalandcultural blocks9tourismdevelopment,including8perceptiondimensionsand32measurement indicators.IPAanalysiswasperformedforone-samplet-testandpaired-samplet-test. Thestudyfoundthat:historicalandculturalperception,landscapeaesthetic perception,environmentalperception,andimageperceptionbelongtothehigh importanceandhighperformancedimension,whichistheadvantageofblocks tourismdevelopment;serviceperceptionisthelowimportanceandlowperformance dimension,whichistheaspectthatdeveloperswanttoenhancethetouristperception needingattention;entertainmentandleisureperception,knowledgeeducation perception,andeconomicperceptionarehigh-impactandlow-performance,historical andculturalblockshavenotmettheexpectationsoftouristsinthesethreeaspects, andtheyaretheaspectsthatneedtobeimprovedinfiirthertourismdevelopment; Historicalfigures,historicalmonuments,integrity,artistry,rarity,leisure decompression,neatness,coordination,authenticity,onlinepayment,popularity, externalimage,uniqueness,symbolism,priceandspiritualbenefitsarehigh importancePerformanceindicators,whichneedstobemaintainedandimproved; Professionalismisalow-importanceandhigh-performanceindicatorthatcanbe moderatelyadjusted;colormatching,richness,leisuresatisfaction,leisureand convenience,attitude,serviceoverallfeeling,knowledgelayerbelongtolow importanceandlowperformanceindicators,however,withthedevelopmentofexperientialtourismandthedevelopmentofdeeplyinteractivetourismactivities, theseindicatorshavelowerprioritybutcannotbeignoredinthefuture;Historical display,historicalfolklore,historicalexperience,leisurelearning,safety, self-cultivation,potential,andspiritualgainsareindicatorsofhighimportanceand lowperformance,andthereisstillagapbetweentheexpectationsoftouristsandthe improvementofthekeypointsoftheneighborhood.Tourismdevelopmentisan importantwaytorevitalizehistoricalandculturalblocks.Tourismdevelopmentis suitableandfeasiblebasedontheprincipleofsustainabledevelopment,andthenthe studymakesthemarketingstrategyoftourismdevelopmentabouthistoricaland culturalblocks. Theinnovationsofthearticleliein:Firstly,thetoxiristperceptionisthecut-olFof tourismdevelopmentsuitabilityresearch,payingmoreattentiontotheperceptionof tourismactivitysubject;Secondly,constructthesystemoftourismdevelopment suitabilityassessmentabouthistoricalandculturalblocks;thirdly,Thestudyreflects theperformanceoftourists1perceptionofvariousindicatorsobjectivelyintourism developmentinhistoricalandculturalblocks,andseekskeyperceptiondimensions andkeyimprovementindicators;finally,thestrategiesoftourismdevelopmentin TianjinhistoricalandculturalblocksareproposedbasedontheIPAanalysisresults. Keywords:Historicalandculturalblocks;Touristsperception;TourismDevelopment; Suitabilityassessment目录 第一章绪论 1 1.1研宄背景及意义 1 1.2研究内容和方法 3 1.3论文创新点 5 第二章相关理论及研究综述 7 2.1核心概念界定 7 2.2相关理论基础 9 2.3国内外研宄综述 12 第三章历史文化街区旅游价值认知分析 17 3.1历史文化街区旅游价值来源 17 3.2历史文化街区旅游价值认知与开发原则 17 3.3历史文化街区旅游价值要素构成 18 第四章历史文化街区旅游开发适宜性评价指标体系构建 21 4.1指标体系构建原则 21 4.2适宜性评价指标体系的构建 21 4.3问卷设计及数据收集 23 第五章天津地区历史文化街区旅游开发适宜性评价实证研宄 25 5.1描述性统计分析 25 5.2信度效度分析 26 5.3天津地区历史文化街区旅游开发适宜性游客感知的IPA分析 28 5.4实证研宄结论 42 第六章天津地区历史文化街区旅游开发改进提升建议 45 6.1天津地区历史文化街区旅游开发现状 45 6.2天津地区历史文化街区旅游开发改进提升策略 47 第七章总结与展望 53 7.1研宄结论 53 7.2研宄不足与展望 54