城市游憩商业区(RBD)深度体验研究

随着经济水平和信息技术的提高,游憩商业区(Recreational Business District,RBD)已在城市旅游中迅速发展,并成为新的旅游经济增长点.在不同区域,RBD又呈现出不同的特点.长三角地区最具代表性的三处游憩商业区为: 上海城隍庙/豫园RBD、南京夫子庙/秦淮河RBD及杭州清河坊RBD.三地在影响游客体验方面的共同因素为游客融入度和RBD互动参与性,两者对于游客体验的愉悦度具有直接而深刻的影响;但在具体影响程度上,三地又各有不同,其中上海城隍庙RBD大于杭州清河坊RBD,而南京夫子庙RBD则略逊.此外,三地还各自受其他不同因素的影响,如环境与服务质量、文化氛围等.而在深化RBD游客体验方面,最主要的还是从提高游客融入度和RBD互动参与性两方面入手,而提高参与性项目质量、塑造独特的主题形象和传承当地历史文脉等又是其中的有效途径.

An Empirical Study of Tourist Experience in Recreational Business District (RBD)

With the development of economy and technology, Recreational Business District(RBD) has expanded rapidly and become a major new growth of urban tourism. There are significant differences between RBDs in different areas. In the three typical RBDs in China's Yangzi River Delta Area (YRDA): City-God Temple in Shanghai, Qinghefang in Hangzhou and Confucius Temple in Nanjing, tourists' experiences are influenced by different specific factors. But two factors are common to all of them: tourists' integration degree and participation degree. Although tourists' experiences are influenced by the two factors to various extent in different RBDs, to improve the tourists' experiences, focus should still be on increasing tourists' integration degree and participation degree, which involves improving projects' quality, increasing recreational facilities, portraying a unique image and promoting local history and traditions.