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旅游小城镇是衔接城市休闲需求与乡村资源价值的重要载体,提升游客重游意愿是其可持续发展的关键。基于问卷调查与量化分析,运用Pearson相关性与有序Logistic回归理论,从旅游特色、体验、设施、环境和服务五个维度,以闽北地区三个典型旅游小城镇为例构建游客满意度与重游意愿评价体系,通过SPSS分析明确旅游产品特色性、旅游资源丰富度等核心影响因素及现存问题。从深化主题产品开发、活化常态民俗体验、优化人性化服务细节三方面提出规划提升策略,以期在增强旅游小城镇吸引力与游客黏性的同时,为闽北地区旅游小城镇从流量吸引向存量留存转型提供参考依据。

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