梁慧;王远坤;刘明霞;

• 1:武汉大学经济与管理学院
• 2:湖北经济学院旅游与酒店管理学院
• 3:湖北经济学院新闻与传播学院

摘要(Abstract)：

以湖北恩施地区为个案,从美食特性、食品安全、硬件设施、服务质量、互动体验和价格水平等6个维度对游客美食体验感知进行调查研究。在问卷调查的基础上,采用IPA模型和IPA指数综合分析,比较游客在各因子期望(重要性)和实际感知(表现性)的差异,明确各因子在旅游美食营销中的优势和劣势。结果表明,游客对恩施美食特性的满意度较高;但对卫生状况、原材料新鲜度和美食购物活动的整体评价较低;用餐环境、公共设施、美食互动活动、烹饪表演活动的实际表现和游客期望值差距较大,这是提高游客美食体验满意度迫切需要解决的问题。通过实证分析,得出恩施旅游美食营销的重点及优先顺序,为进一步加强少数民族地方美食旅游资源开发和利用提供科学依据。

关键词(KeyWords)： 美食旅游;体验;IPA分析法;恩施

Abstract:

Keywords:

基金项目(Foundation): 湖北省教育科学规划项目(2015GB088)

作者(Authors): 梁慧;王远坤;刘明霞;

DOI: 10.16195/j.cnki.cn36-1328/f.2016.03.041

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