资源科学 ›› 2015, Vol. 37 ›› Issue (9): 1860-1870.

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基于模糊综合评价的目的地旅游标识牌解说效度研究——以上海历史街区为例

潘植强(), 梁保尔()   

  1. 上海师范大学旅游学院,上海200234
  • 收稿日期:2015-02-04 修回日期:2015-05-18 出版日期:2015-09-25 发布日期:2015-09-25
  • 作者简介:

    作者简介:潘植强,男,安徽芜湖人,硕士生,主要研究方向为资源与环境经济、旅游地理。E-mail:shnupanzhiqiang@163.com

  • 基金资助:
    上海市教委科研创新重点项目(12ZS195);上海师范大学研究生优秀成果培育项目(A-6001-15-001445);2015年中国旅游研究院(研究生)优奖计划专项基金:“基于旅游数字足迹的目的地景观关注度及共现效应研究——以上海3A级及以上旅游景区为例”;上海师范大学第二十届学生科研立项项目

Interpretative validity research of tourism panels based on fuzzy comprehensive evaluation of Shanghai historic districts

PAN Zhiqiang(), LIANG Baoer()   

  1. College of Tourism,Shanghai Normal University,Shanghai 200234,China
  • Received:2015-02-04 Revised:2015-05-18 Online:2015-09-25 Published:2015-09-25

摘要:

以上海历史街区旅游解说系统中普及率最高的解说标识牌为研究对象,借助因子分析、层次分析和模糊综合评价3种方法,从游客视角出发构建目的地旅游标识牌解说效度评价体系,以探寻上海历史街区旅游标识牌解说效度及其影响因素。研究结果表明:①构成旅游标识牌解说效度评价体系的一级指标主要为标识牌解说内容指标(U1)、标识牌解说技巧指标(U2)、标识牌外观设计指标(U3)、标识牌安置配备指标(U4),四者权重值由大到小依次分布为U3>U1>U2>U4;②上海历史街区旅游标识牌解说效度评价结果良好,基本达到旅游解说要求;然而标识牌解说技巧运用有限,使得游客并不能对解说内容有深入理解,影响游客对历史街区的满意度及其重游意愿。

关键词: 历史街区, 旅游标识牌, 解说效度, 评价, 上海

Abstract:

We use the example of tourism interpretative panels in Shanghai historic blocks,ranking as the most popular part in tourism interpretative system. Using a combination of factor analysis,AHP (Analytic Hierarchy Process)and fuzzy comprehensive evaluation,we establish a destination interpretative validity evaluation system from the perspectives of tourists. We found that the interpretative content of panels (U1),interpretative techniques of tourism panels (U2),design of tourism panels (U3)and techniques and setup of tourism panels (U4),which make up first-class indicators in validity evaluation system of destination interpretative panel,cater for the reading and understanding of tourists;the ranking of their weighting was (in descending order):U3> U1>U2>U4. Shanghai historic districts perform well in the construction of a tourism interpretative panel systems,all of the three aspects of interpretative contents of tourism panels (U1),design of tourism panels (U3)and techniques and setup of tourism panels (U4),won positive evaluation results,satisfying tourists demand for tourism panel design,interpretive content and tourism panel setup. However,the result of factor U2 (interpretative techniques of tourism panels)received a lower evaluation score and means that more attention should be given to tourism panel techniques. This has greatly affected tourists’ deep understanding of interpretative contents,thus depress tourists’ satisfaction and willingness to revisit. Overall,Shanghai historic districts have performed well in the evaluation of interpretive validity of tourism panels,satisfying tourists’ basic requests for tourism interpretation. However,more needs to be done regarding interesting,more interpretive techniques and establishment of tourism panels.

Key words: historic district, tourism panel, interpretative validity, evaluation, Shanghai City