【摘要】：隨著全球化和商業(yè)化的深入以及旅游者的大量涌入，導(dǎo)致原來的古鎮(zhèn)靜謐的氛圍不再，當(dāng)?shù)氐木用竦拇罅客膺w，風(fēng)俗習(xí)慣、服飾、語言等的改變致使古鎮(zhèn)更加的現(xiàn)代化，另一方面，隨著經(jīng)濟(jì)發(fā)展和節(jié)假日的增多，生活壓力增大，使得很多人想逃離日常的繁瑣，恢復(fù)真實的自我以及獲得真實的體驗，古鎮(zhèn)成了他們旅游的首選目的地。一面是日益現(xiàn)代化的古鎮(zhèn)，一面是旅游者的需求，這二者存在著不可調(diào)和的矛盾。古鎮(zhèn)要發(fā)展，勢必要增加游覽內(nèi)容，而增加旅游景點是他們的首選。增加一些景點會帶來一些現(xiàn)代性，又悖逆了旅游者的希望，所以這個矛盾在不斷的激化。正是旅游者需求與旅游地的發(fā)展之間存在著不可調(diào)和的矛盾，所以本研究從景點角度，探究不同真實性需求的旅游者對景點的選擇和造成這些選擇的原因，希望從中發(fā)現(xiàn)一些規(guī)律。另外，在對真實性的研究總結(jié)發(fā)現(xiàn)，真實性需求這一國內(nèi)外的研究較少，且沒能明確真實性的需求的構(gòu)成要素。而對景點的研究，單一景區(qū)內(nèi)部的景點研究，國內(nèi)外幾乎沒有，也確立了本研究的學(xué)術(shù)價值。 本文從旅游者真實性需求著手，探究旅游者的景點選擇情況。首先在參考國內(nèi)外相關(guān)文獻(xiàn)和咨詢專家的基礎(chǔ)上，確立真實性需求的18個指標(biāo)因子，再實地調(diào)研之后，運用SPSS17.0進(jìn)行數(shù)據(jù)預(yù)處理之后，采用主成分因子分析，真實性需求劃分為4類，即參與式求真型、內(nèi)在求真型、散漫求真型以及漸入式求真型，為了更好地探究旅游者的特征，再繼續(xù)聚類判別，將旅游者分為三類：無意識尋求真實型、體驗真實型和逃避真實型�；谟慰偷牡皆L率將景點分為：核心景點、重點景點和一般景點，然后用方差分析，探究不同類型游客的景點選擇情況，發(fā)現(xiàn)游客對景點的選擇存在以下規(guī)律：景點分布規(guī)律、景點一般評價規(guī)律、游客選擇差異規(guī)律、對周莊整體的評價規(guī)律。再進(jìn)行第二次實地調(diào)查，運用無結(jié)構(gòu)訪談，探尋游客選擇評價的原因。在實地調(diào)查和數(shù)據(jù)分析的基礎(chǔ)上，發(fā)現(xiàn)周莊管理上存在的一些問題，，提出了一些管理思考。
[Abstract]:With the deepening of globalization and commercialization, as well as the influx of tourists, the quiet atmosphere of the original ancient town has ceased, and a large number of local residents have moved out, customs and customs, clothing, language and other changes have led to the modernization of the ancient town. On the other hand, with the economic development and the increase of holidays and holidays, life pressure increases, making many people want to escape daily cumbersome, restore their true self and get real experience, the ancient town has become their destination of choice for tourism. There is an irreconcilable contradiction between the increasingly modern ancient town and the demand of tourists. To develop the ancient town, it is bound to increase the content of the tour, and increase the tourist attractions is their first choice. Adding some attractions will bring some modernity and contradict the hope of tourists, so this contradiction is constantly intensifying. It is the irreconcilable contradiction between the demand of tourists and the development of tourist destination, so this study explores the choice of scenic spots and the causes of these choices from the point of view of scenic spots, which are different from the point of view of tourists with different authenticity needs. I hope to find some rules in it. In addition, in the summary of the research on authenticity, it is found that the demand for authenticity is less studied at home and abroad, and the constituent elements of the demand for authenticity have not been clearly defined. The study of the scenic spot, the study of the single scenic spot, almost none at home and abroad, but also established the academic value of this study. This article starts from the tourist authenticity demand, explores the tourist scenic spot choice situation. First of all, on the basis of referencing relevant literatures and consulting experts at home and abroad, 18 index factors of authenticity requirement are established. After field investigation, after data preprocessing with SPSS17.0, principal component factor analysis is used. The demand for authenticity is divided into four categories, that is, participatory truth-seeking, inner truth-seeking, casual truth-seeking and gradual truth-seeking. In order to better explore the characteristics of tourists, and then continue to cluster discrimination, Tourists are divided into three categories: unconscious seeking reality, experiencing reality and avoiding reality. Based on the visiting rate of tourists, the scenic spots are divided into core scenic spots, key scenic spots and general scenic spots, and then by variance analysis, the selection of different types of tourist attractions is explored, and the following rules exist in the selection of tourist attractions: the regularity of scenic spots distribution, and the analysis of variance in the selection of different types of tourist attractions. The general evaluation law of scenic spots, the difference law of tourists' choice, and the evaluation law of Zhouzhuang as a whole. The second field survey was conducted to explore the reasons for tourists' selection and evaluation by using unstructured interviews. On the basis of on-the-spot investigation and data analysis, some problems in Zhouzhuang management are found, and some management thoughts are put forward.
【學(xué)位授予單位】：安徽師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F592.7

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