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少数民族节庆旅游以民俗文化为依托,文化产业大发展为背景逐渐发展起来。对贵州苗族姊妹节游客感知价值和满意度进行研究,能够帮助其主办方明确游客的关注点和兴趣所在。本研究对相关文献进行整理分析,得出游客感知价值模型并提出研究假设。结合贵州苗族姊妹节自身的特点,设计了该节庆旅游中游客感知价值与满意度关系的调查问卷并实地调研。搜集的数据利用SPSS22.0进行描述性分析、信度和效度分析、因子分析、回归分析。研究结果显示,姊妹节游客感知价值由六个维度构成,即文化认知价值、情感价值、社会价值、服务价值、货币成本以及非货币成本,且游客感知价值对满意度产生正向影响。
Ethnic minority festival tourism to folk culture as the basis, the great development of cultural industries as the background gradually developed. A study of the perceived value and satisfaction of Miao sisters in Guizhou helps their organizers clarify the concerns and interests of tourists. In this study, the relevant literature is analyzed and analyzed, and the model of perceived value of tourists is derived and the research hypotheses are proposed. According to the characteristics of Miao sisters festival in Guizhou, this paper designed a questionnaire about the relationship between tourists’ perceived value and satisfaction in the festive tourism and conducted field investigation. Data collected using SPSS22.0 descriptive analysis, reliability and validity analysis, factor analysis, regression analysis. The results show that the perceived value of sisters-day visitors consists of six dimensions, namely, cultural cognitive value, emotional value, social value, service value, monetary cost and non-monetary cost, and the perceived value of tourists has a positive impact on satisfaction.