應用狩野模式探討文化旅遊地魅力體驗屬性：以北京南鑼鼓巷為例

Applying Kano Model to Explore the Attractive Experience Attributes of Cultural Tourism Destinations: A Case ofNanluoguxiang in Beijing

文化旅遊因其獨特的內涵與特徵，不僅能夠促進在地文化的傳承與開發，亦是實現地方創生的路徑之一，對於提升區域的經濟與社會效益是具重要影響力。而發掘文化旅遊地的魅力體驗要素與品質，以吸引遊客體驗與消費，是有利於提升文化旅遊地競爭力，更是形塑魅力形象之重要課題。本研究以具代表性之文化旅遊地－北京南鑼鼓巷為例，透過專家的深度訪談建構文化旅遊地之體驗認知架構，包括了：互動性、文化性、獨特性與娛樂性等文化旅遊體驗四構面；同時，針對具南鑼鼓巷實際遊歷體驗之遊客進行體驗問卷之調查，並應用二維尺度概念之狩野模式，更有助於理解遊客對於文化旅遊地體驗屬性之需求，釐清體驗屬性與滿意度間的不同品質關係，研究結果說明了22個體驗品質屬性被歸類為不同的品質類型，包括：一元的與魅力的品質，說明文化旅遊屬性與滿意度之間確實存在不同線性與非線性關係。為進一步歸納出文化旅遊地體驗設計之關鍵屬性，透過狩野權重分析與精煉狩野品質模式的分析，整合了重要度與品質概念，歸納出影響文化旅遊體驗滿意度的重要關鍵屬性，以為未來提升遊客滿意度之旅遊設計與規畫之參考依據。

Cultural tourism has become a new highlight of tourism. Through sightseeing one can also enhance your cultural literacy and broaden your knowledge. To explore and explore the attractive experience elements of cultural tourism destinations is important pull to attract tourists to come and consume, and it is also important issue for the operation and management of cultural tourism destinations. Therefore, this study constructs the experience cognitive framework of cultural tourism destinations through in-depth interviews with experts, takes Beijing Nanluoguxiang as the research example, and applies the Kano model of the two-dimensional scale concept to clarify the relationship between tourists' evaluation of cultural tourism destination experience attributes and satisfaction. The relationship between different qualities can better understand the different needs of tourists for cultural tourism. First of all, through in-depth interviews with experts and tourists, the attractive experience factors and attributes of cultural tourism destinations are summarized. And through the tourists' actual travel experience in Nanluoguxiang, the experience attributes and satisfaction surveys were conducted. Interaction, culture, uniqueness, and entertainment are summarized as the four dimensions of tourists' cultural tourism experience through expert interviews and focus discussions, and 22 specific experience qualities of cultural tourism are set by designing questionnaires. The Kano quality classification classifies 22 experience quality attributes into different Kano qualities, including: monistic and charismatic qualities, indicating that there are indeed different linear and nonlinear relationships between experience attributes and satisfaction. By integrating the results of Kano's two-dimensional quality and Kano weight analysis and Refined Kano quality classification, the key attributes of cultural tourism experience are summarized, and the important factors that affect the improvement of tourist satisfaction are identified, so as to strengthen the experience of cultural tourism destinations in the future and improve tourist satisfaction.