基于因子分析的主题公园旅游纪念品产品结构的实证研究——以常州中华恐龙园调研数据为例

从产品对消费者价值的视角入手,基于产品层次理论构建主题公园旅游纪念品重要性评价指标体系,运用因子分析法对评价指标提取公因子,得出主题公园旅游纪念品的核心产品、基本产品、期望产品及附加产品等各层次的具体指标。在此基础上对各产品层次及构成因子进行重要性排序,得出最重要的构成因子为基本产品,其次为附加产品、期望产品,核心价值处于最后位置,而各因子的测度项排名格局却与因子排名格局不一致等结论。

An Empirical Study on the Theme Park Tourist Souvenirs Based on Factor Analysis On the Basis of Chinese Dinosaur Park in Changzhou Survey Data

From the Angle of product value for consumers,the importance evaluation index system of theme park tourist souvenirs is built based on the theory of product hierarchy. And by using the factor analysis method,the common factors which include the core product,basic product,expected product and additional product are obtained. The result shows that the most important factor for the tourist perception is the basic product,followed by additional product and expected product,and with the core value in the final position.But the ranking of measurement items are different from the ranking of factors.