世界自然遗产地游客动机与解说偏好研究——以湖南武陵源世界自然遗产地为例  

Visitors' Interpretive Preference and Motivation in World Natural Heritage Site:the Case of Wulingyuan World Natural Heritage Area

作　　者：王怀採[1] 钟永德[1] 罗芬[1] 

机构地区：[1]中南林业科技大学旅游学院,湖南长沙410004

出　　处：《中南林业科技大学学报》2009年第6期122-127,共6页Journal of Central South University of Forestry & Technology

基　　金：湖南省教育厅科学研究资助项目"游客导向的旅游解说信息传播技术特性研究"(编号:09C1036)

摘　　要：以湖南武陵源世界自然遗产地为研究对象,通过游客问卷调查,以便利抽样的方式探讨游客旅游动机与旅游解说需求(解说媒体与解说主题)的相关关系,以指导武陵源世界自然遗产地科普教育解说规划的制定与实施.经因素分析得到学习体验、修身养性、价值营造和社会接触4个旅游动机,以及专业知识、民俗风情、人为活动与发展历程4个自然遗产地解说主题,然后利用聚类分析得到游憩积极型和游憩消极型两类旅游动机类型.研究发现,游客旅游动机与解说需求存在显著差异;游客动机类群与解说媒体中的定点解说、剧场解说、解说折页、解说多媒体、解说牌、陈列展示与非现场解说有显著性差异;而游客动机类型与专业知识、民俗风情和发展历程等解说主题之间需求差异显著.Through a face to face questionnaire survey to the tourists and by employing convenient sampling analysis, and the relationship between visitors＇ soeio-demographic and tourists＇ interpretive demands were studied in Wulingyuan World Natural Heritage to guide the procedure and application of scientific and educational interpretive planning. The four factors of tourists＇ motivations were found, they are ＂learning and experiencing＂, ＂disciplining temperament＂, ＂creatingself-value＂ and ＂participating in the society＂, and the four factors of natural heritage interpretive topics were also concluded, those are ＂professional knowledge＂, ＂folk and customs＂, ＂man-made activities＂ and ＂development history＂ by using factor analysis, and two types of visitors＇ motivations were put forward by means of cluster analysis, they are ＂the positive recreation＂ and ＂the negative recreation＂. The results show that there are statistically significant differences among visitors＇ tourism motivations and interpretive demands; and among visitors＇ motivation clusters and the parts of interpretive media such as on-site interpretation, living history, interpretive brochure, interpretive multi-media, interpretive panel, exhibition and off-site interpretation, etc, and among visitors＇ motivation types and the parts of interpretive topics, namely, ＂professional knowledge＂, ＂folk and customs＂, and ＂developing history＂.

关 键 词：世界自然遗产 旅游解说 旅游动机 解说媒体 解说主题 

分 类 号：F590[经济管理—旅游管理]