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以杭州市著名旅游景点为案例地,利用SPSS17.0在对问卷的信度和效度检验的基础上,经过描述性统计分析,得出相关数据,并进一步运用回归分析对游客体验与休闲旅游城市品牌的相关性进行了深入探讨。研究结果显示:游客的友好态度、城市整体休闲氛围、对杭州市的印象和对杭州市的住宿感受等四个变量对杭州市休闲旅游品牌塑造满意度有显著影响;单个变量影响因素越高,杭州市休闲旅游城市品牌塑造总体满意度就越高。
Taking the famous tourist attractions in Hangzhou as a case study, we use SPSS 17.0 to test the reliability and validity of the questionnaire, and through descriptive statistics analysis, draw the relevant data and further use regression analysis to analyze the relationship between tourists’ experience and leisure travel The relevance of city brands was explored in depth. The results show that the four variables such as the friendly attitude of tourists, the overall leisure atmosphere of the city, the impression of Hangzhou and the accommodation experience of Hangzhou have a significant impact on the satisfaction of Hangzhou leisure tourism brand shaping. The higher the influence factors of individual variables, Hangzhou leisure travel city brand shaping the higher overall satisfaction.