泉州是旅游资源大市，有着丰富的旅游资源与完善保护的景观，但一直以来存在着重视工业发展、轻视旅游服务业发展的观念，旅游业的发展滞后于国民经济发展与其他旅游发达地区。近年来网红经济与体验经济双双呈现爆发式增长，成为推动旅游业发展的新增长点；而实地体验与网上预期相符，才能更好地因地制宜，推进旅游业可持续发展。本文针对网路排序的泉州十大热门旅游景点与游客的现场体验是否相同，进行线上问卷与线下实地调研，并以方差分析与重要性-绩效表现分析探究受访者对于偏好差异的原因，作为泉州改进的依据，以求缩小泉州十大热门旅游景点在网路与体验间的差异，使游客获得更好的旅游体验质量。                                                           

关键词：体验营销、体验经济、旅游体验、方差分析、重要性-绩效表现分析

Quanzhou is a large tourism city with abundant tourism resources and perfect protection of the landscape. There has always been the concept of paying attention to industrial development and despising the development of tourism service industry, which lags behind the development of national economy and other developed areas of tourism. In recent years, both the Internet celebrity economy and experience economy have shown explosive growth, and become a new growth point to promote the development of tourism. The field experience is in line with the expectations on the Internet can therefore better adapt to local conditions, and to promote the sustainable development of tourism. Online questionnaires and offline field research are conducted in this paper according to the network ranking of Quanzhou's top ten popular tourist attractions and visitors’ on-site experience, and the ANOVA and IPA are applied to explore the reasons for the difference in preferences of respondents as the basis for Quanzhou improvement. Results show narrowing the difference between network and field experience of the top ten popular tourist attractions in Quanzhou is the best way for tourists to get a better quality of experience.

Keywords: Experience Marketing, Experience Economy, Travel Experience, ANOVA, Importance-Performance Analysis