目的 针对农业种植体验服务中互动形式单一、内容滞后及多方需求失衡等问题,从服务设计视角构建多利益相关者参与的评价模型,为服务系统优化与设计决策提供量化依据。方法 通过案例分析与文献研究识别游客、村民、企业、政府四类核心利益相关者及其价值需求,构建初始指标体系;采用两阶段问卷调查与深度访谈收集数据,运用EFA与CFA对初始42个二级指标进行结构优化,删除低载荷与交叉载荷题项后,最终形成13个维度32项指标的评价模型;结合运筹学方法确定利益相关者地位权重并运用AHP与熵权法计算指标综合权重,将结果转译为服务触点设计优先级,以武汉海洋村为例进行验证。结果 利益相关者权重排序为游客、村民与企业、政府,关键需求集中于村民生计资本、企业成本与利润及就业提升等指标。模型应用后,案例地游客满意度与核心功能使用率显著提升。结论 该模型实现了“需求识别-权重量化-设计决策-实践验证”的闭环路径,可为农业种植体验等复杂服务系统的设计优化提供可复用的方法范式。
Abstract
To address the issues of monotonous interaction forms, outdated content, and imbalanced demands among multiple stakeholders in agricultural planting experience services, the work aims to construct an evaluation model with multi-stakeholder participation from the perspective of service design, so as to provide a quantitative foundation for optimizing service systems and informing design decisions. Through case analysis and literature review, four core stakeholders including tourists, villagers, enterprises, and the government along with their respective value demands were identified, and an initial indicator system was established. Data were collected through two-stage questionnaire surveys and in-depth interviews, and the model structure was refined with Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA), resulting in an evaluation model comprising 13 dimensions and 32 indicators. By integrating operational research methods, the status weights of stakeholders were determined, the comprehensive weights of indicators were calculated with the Analytic Hierarchy Process (AHP) and entropy weight method and these results were translated into design priorities for service touchpoints. Finally, Haiyang Village in Wuhan was selected as a case study for verification. The weight ranking of stakeholders was tourists, villagers, enterprises, and the government. Key demands were centered on indicators such as villagers' livelihood capital, enterprises' costs and profits, and employment enhancement. Following the application of the model, tourist satisfaction and the utilization rate of core functions at the case site significantly improved. The model establishes a closed-loop pathway of "demand identification-weight quantification-design decision-practical verification", offering a reusable methodological framework for the design optimization of complex service systems, such as agricultural planting experiences.
关键词
服务设计 /
多利益相关者 /
农业种植体验 /
层次分析 /
熵权法 /
设计评价
Key words
service design /
multiple stakeholders /
agricultural planting experience /
Analytic Hierarchy Process (AHP) /
entropy weight method /
design evaluation
中图分类号：
TB472
F592.7
F326.13
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