基于Kano模型的红色乡村旅游服务设计研究

目的 通过Kano模型结合服务设计相关方法，分析红色乡村旅游服务痛点与游客需求类型，并对各个需求进行重要程度排序，为改善红色乡村旅游服务质量与游客体验提供参考。方法 利用用户旅程图、桌面调研、问卷、亲和图的方式收集游客需求再进行分类整理，设计并发放Kano问卷，分析统计各项需求的属性类别，并通过Better-Worse四象限散点图计算各个需求的敏感度。结果 在交通方面，游客对市区往返景区的固定班车、停车位充足的停车场有强烈需求，同时希望能够获得通往景区的交通信息;在景区信息方面，游客最希望能够了解景区项目信息，并进行线上购票;在基础设施、服务方面，游客对控制游客数量、路线规划、基础设施和专业导游有强烈需求，其次希望景区周边有民宿旅馆，以及提供物品寄送回家服务;在游览内容方面，游客最希望感受到红色文化精神内涵、品尝到当地特色美食，同时对民俗文化特色、文创纪念品、创意性的讲解、展览等有较大期待。结论 Kano模型能够科学有效地分析红色乡村旅游的游客需求类型和各个需求的重要程度，并指导红色乡村旅游的服务设计与规划，从而提升其服务系统质量。

Red Rural Tourism Service Design Based on Kano Model

The work aims to analyze the pain points of red rural tourism services and the types of tourist demand and rank the importance of each demand through Kano model and relevant methods of service design, to provide a reference for improving the quality of red rural tourism services and tourist experience. The demands of tourists were collected and sorted out by means of user journey map, desk research, questionnaire and affinity diagram to design and issue Kano questionnaire. The attribute categories of various demands were analyzed and counted. The sensitivity of each demand was calculated through the Better-worse four quadrant scatter diagram. In terms of transportation, tourists had a strong demand for fixed shuttle buses and parking lots with sufficient parking spaces. At the same time, they hoped to obtain traffic information to the scenic spot; In terms of scenic spot information, visitors most wanted to know the project information of the scenic spot and buy tickets online; In terms of infrastructure and services, tourists had a strong demand for controlling the number of tourists, route planning, infrastructure and professional tour guides. Secondly, they hoped that there were home stay hotels and goods delivery services around the scenic spot; In terms of tour content, tourists most wanted to feel the spiritual connotation of red culture and taste local specialties. At the same time, they had great expectations for folk cultural characteristics, cultural and creative souvenirs, creative explanations, exhibitions, etc. Kano model can scientifically and effectively analyze the types of tourist demands of red rural tourism and the importance of each demand, and guide the service design and planning of red rural tourism, so as to enhance the quality of its service system.