丽江古城夜间文旅消费集聚区游客满意度及其影响因素分析OA

Nighttime cultural and tourism consumption,serving as a pivotal vehicle for the economic activation of cultural heritage sites and the enhancement of cultural experiences,is of paramount significance in propelling the national strategy of expanding domestic demand.This study uses the Ancient Town of Lijiang,a World Cultural Heritage site,as a case study area.Based on 288 field survey questionnaires,a comprehensive approach integrating descriptive statistics,cross-tabulation analysis,and Structural Equation Modeling(SEM)is adopted to systemati-cally elucidate the multidimensional mechanisms influencing tourist satisfaction within nighttime cultural and tourism consumption agglomeration areas.The research findings suggest that five latent variables,namely public services,brand influence,management systems,cultural and tourism business forms,and tourism transportation,all exhibit a significantly positive impact on tourist satisfaction.Among these,public services exert a powerful influence,while the impact of tourism transportation is relatively less pronounced.Specifically,the differences reflect issues such as insufficient integration of public service hardware advantages with cultural scenes,limited adaptability of digital and intelligent facilities,and homogeneity and fragmentation of formats,which constitute key bottlenecks restricting im-provements in satisfaction.Consequently,it is contended that only through the implementation of strategies such as strengthening the dual-engine drive of services and culture,re-engineering brand dissemination and business form coordination,innovating flexible governance and transportation systems,and leveraging digital and intelligent tech-nologies to upgrade business forms can the quality of nighttime cultural and tourism consumption in the Ancient Town of Lijiang be effectively elevated.The outcomes of this study can offer empirical evidence and decision-making insights for management authorities to optimize service provision,innovate governance models,and foster the high-quality development of the nighttime economy in similar cultural heritage destinations.