基于多元有序Logistic模型的居民对浙江省数字文旅建设满意度研究——以杭州市为例
A Research on Residents’ Satisfaction with the Construction of Digital Cultural Tourism in Zhejiang Province Based on MultinomialOrdered Logistic Model—A Case Study of Hangzhou City

杭州是一个旅游型城市，随着数字经济的发展，杭州率先开启了数字文旅新时代。本文以杭州市民为研究对象，就杭州市民对数字文旅的满意度发放问卷，以对数字文旅的总满意度为响应变量，设置包括个人特征、数字文旅公众参与、数字文旅公众感知、数字文旅文化价值在内的多维度预测变量建立多元有序Logistic模型，分析影响市民对数字文旅满意度的主要因素。研究发现，市民对数字文旅满意度因文化程度而异；公众对数字文旅的性价比感知、便利性感知，智慧旅游平台使用频率、数字文旅文化价值对满意度呈正向影响；线上文博使用频率、市民的文化程度对满意度呈负向影响。
Hangzhou is a tourism-oriented city. With the development of the digital economy, Hangzhou has taken the lead in opening a new era of digital cultural tourism. This paper takes Hangzhou citizens as the research object, distributes questionnaires on Hangzhou citizens’ satisfaction with digital cultural tourism, takes total satisfaction with digital cultural tourism as the response variable, and sets multi-dimensional predictor variables including personal characteristics, public participation in digital cultural tourism, public perception of digital cultural tourism, and cultural value of digital cultural tourism to establish a Multinomial Ordered Logistic Model, and analyses the main factors affecting citizens’ satisfaction with digital cultural tourism. The results show that citizens’ satisfaction with digital cultural travel varies according to their educational level. The public’s perception of the cost performance and convenience of digital cultural travel, the use frequency of smart tourism platforms, and the cultural value of digital cultural travel have a positive impact on satisfaction; The frequency of using online blogs and the educational level of citizens have a negative influence on the satisfaction.