摘  要：旅游体验质量在很大程度上决定着游客游览的满意程度，进而影响着影视主题公园的发展。本文以无锡华莱坞影都为例，运用访谈研究、问卷调查等研究方法获取数据和信息，利用SPSS统计软件对采集来的数据进行分析，总结各项体验因子与游客满意度之间的关系。研究结果表明，体验因子与游客满意度密切相关，游览前与游览后的满意度之间存在显著差异。最后根据研究数据，提出从明确市场定位、增强主题公园游客的体验性、从游客角度制订门票价格、注重宣传工作这四个方面采取有效的措施来提高游客满意度，从而改善华莱坞影都的经营发展状况。

关键词：影视主题公园；旅游体验；满意度；华莱坞影都

A study on the tourists’ experience satisfaction of the film and television theme park——a case of Wuxi Huallywood

Abstract：To a large extent, the quality of tourism experience determines the satisfaction of tourists, and then affects the development of the film and television theme park. This paper takes Wuxi Huallywood as an example, we use the research methods such as the interview research and the questionnaire survey to obtain data and information.Using SPSS statistical software to analyze the collected data and summarize the relationship between the experiential factors and the tourist satisfaction. The results show that the experience factor is closely related to the tourist satisfaction, and there is a significant difference between the pre-tour and the post-tour satisfaction.Finally, according to the research data, it is proposed to improve the tourist satisfaction from the clear market orientation, enhance the experientiality of the theme park tourists, formulate the ticket price from the tourists' point of view, pay attention to the propaganda work to improve the tourist satisfaction and the business development of the Huallywood.

Key Words: the film and television theme park；tourism experience；satisfaction；Huallywood 

目  录

摘  要 I

Abstract II

目  录 III

一、绪论 1

二、文献综述 1

三、案例地的选择与研究设计 2

（一）案例地的选择 2

（二）调查设计 3

四、结果分析 3

（一）基本信息的描述性分析 3

（二）满意度的维度分析 5

（三）满意度的交叉表分析 6

五、华莱坞影都经营策略研究 7

（一）目标市场定位 7

（二）增强影视主题公园的游客体验性 8

（三）从游客体验角度制订门票价格 9

（四）加强华莱坞影都的旅游宣传 9

六、结语 10

参考文献 11

附件 12

一  绪论

国外学者于20世纪80年代末开始涉猎影视旅游的概念。至今为止，理论界比较认可的看法是将影视旅游称为“电影旅游（film tourism）”或“电影引致旅游（movie-induced tourism）”，可以诱发游客前往影视拍摄地开展旅游活动[1]。而国内的学者对此定义为：影视旅游是把影视文化与旅游活动结合起来，融入与影视拍摄、制作、宣传等有关的事物，集观赏性、知识性、参与性于一体的专项旅游活动[2]。