乡村旅游地游客感知价值及重游意愿研究——以成都三圣乡为例

发布时间：2018-12-09 15:05

【摘要】：近年来,随着我国旅游产业的不断推进,乡村旅游也得到了迅猛的发展。面对乡村旅游地日益激烈的竞争的发展环境,研究游客感知价值与其重游意愿之间的关系,能提高乡村旅游地的核心竞争力。文章以成都三圣乡为例,通过主成分分析,建立了由管理与服务价值、设施价值、景观价值、项目价值、社会价值、精神价值和成本价值7个维度26个题项构成的乡村旅游地游客感知价值体系,在此基础上探讨了游客重游意愿和感知价值的关系。结果表明,成都三圣乡游客重游意愿与感知价值的精神价值关系密切,但对成本价值表现不敏感;重游意愿对景区的设施和项目表现为负面感知价值,且对娱乐设施的负面感知强烈。因此乡村旅游景区今后发展的重点应放在提高游客精神方面的享受并增加娱乐性强、游客参与度高的旅游设施和项目方面。
[Abstract]:In recent years, with the continuous promotion of tourism industry in China, rural tourism has also been rapid development. In the face of the increasingly competitive development environment of rural tourist destinations, the study of the relationship between tourists' perceived value and their willingness to re-visit can improve the core competitiveness of rural tourist destinations. Taking Sanshen Township in Chengdu as an example, through principal component analysis, the paper establishes the value of management and service, the value of facilities, the value of landscape, the value of project, and the value of society. This paper discusses the relationship between tourists' willingness to re-visit and perceived value on the basis of the perceived value system of tourists in rural tourist destinations, which is composed of 26 items and 7 dimensions of spiritual value and cost value. The results show that the willingness of tourists to visit again in Sansheng Township of Chengdu is closely related to the spiritual value of perceived value, but it is not sensitive to the value of cost. The intention of revisiting shows negative perceived value to the facilities and projects of scenic spots, and the negative perception of entertainment facilities is strong. Therefore, the focus of the future development of rural tourist attractions should be on improving the spirit of tourists to enjoy and increase entertainment, tourist participation in the high degree of tourism facilities and projects.
【作者单位】：西南民族大学科技处;
【基金】：国家社会科学基金项目“城镇化过程中西藏农牧民非农就业及创业问题研究”(13XMZ025) 西南民族大学研究生学位点建设项目(2014XWD-S1204)阶段性成果
【分类号】：F592.7;F327

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