生态旅游认证产品支付意愿研究——基于浙江省四个景区旅游者的实证分析  

A RESEARCH ON THE WILLINGNESS TO PAY FOR CERTIFICATED ECOTOURISM PRODUCT——THE EMPIRICAL ANALYSIS BASED ON THE TOURISTS OF ZHEJIANG'S FOUR SCENIC SPOTS

作　　者：周玲强[1] 程兴火[1] 周天斌 

机构地区：[1]浙江大学管理学院,中国浙江杭州310058 [2]宁波鄞州区旅游局,中国浙江宁波315100

出　　处：《经济地理》2006年第1期140-144,共5页Economic Geography

基　　金：国家社科基金(编号:05XZY024);浙江省社科重点项目(编号:Z05GL04);浙江省社科基金2004年重大项目(编号:WT0408);浙江省社科基金2003年重大项目(编号:WT0316);浙江省科技计划重点项目(编号:2004C23038)资助

摘　　要：生态旅游认证产品能否取得商业上的成功取决于旅游消费者对它的接受程度,通过对浙江省四个景区的实地调查,分析了旅游消费者对生态旅游认证产品的认知和态度,并运用假设评价方法评估了旅游消费者对生态旅游认证产品的支付意愿。研究结果表明,旅游消费者对生态旅游认证产品的选择意愿受性别、教育程度、月收入、旅游频率、旅游方式、过去一年旅游花费、对生态旅游进行专门的认证并授予生态资格证书的赞同程度以及未认证生态旅游产品的价格等因素的影响而差别显著;计算所得的WTP表明,平均而言,旅游消费者愿意支付比未认证的生态旅游产品高35.1%的价格来购买通过认证的生态旅游产品。Tourist acceptance is a key for susscuss in marking ecotourism certification product in the world. In the article, the tourist perception and attitude towards ecotourism certification product are analyzed and the tourist willingness to pay is estimated. The results show the tourist＇s selection toward tourist product is affected by many socio - economic and demographic factors such as gender, education, income per month, travel frequency, travel way, tourist expense in the last year, the attitude towards ecotourism certification and the price of not certificated tourist product. The computed WTP indicates, on average, that the survey respondents are wining to pay a 35.1% premium in order to consume ecotourism certification product.

关 键 词：生态旅游认证 支付意愿 LOGIT回归 

分 类 号：F590[经济管理—旅游管理]