游客感知视角下的旅游地可进入性评价研究——以九寨沟风景区为例  

A STUDY ON THE EVALUATION OF THE ACCESSIBILITY OF A TOURIST DESTINATION FROM THE PERSPECTIVES OF TOURISTS' PERCEPTION——A Case Study of Jiuzhaigou Nature Reserve

作　　者：王岚[1] 张捷[1] 曹靖[1] 乌铁红[1] 蔡永寿[2] 杨青霞[2] 

机构地区：[1]南京大学国土资源与旅游学系,南京210093 [2]九寨沟风景名胜区管理局科研处,九寨沟623402

出　　处：《人文地理》2010年第2期144-148,共5页Human Geography

基　　金：国家自然基金资助项目(40371030)

摘　　要：基于游客感知视角,在Likert量表的基础上运用因子分析等统计分析方法,建立了旅游地游客可进入性的量化评价模型,并以九寨沟为案例地进行了实证研究。研究发现:①景区内部交通及信息条件、硬件设施及服务环境、文化环境、舒适性及卫生状况是游客对九寨沟可进入性感知的主要内容;②景区内部交通、医疗条件、治安及人身安全是游客预期中影响景区可进入性的强障碍因子;③游客对景区可进入性整体达满意水平;④游客对景区可进入性感知的评价在游后整体高于游前,九寨沟游客可进入性尚存在极大的提升空间,景区应有针对性的展开旅游营销以增强其竞争力。Accessibility of a tourist attraction plays an important role in the development of tourism industry. Using a case study of Juzhaigou Nature Reserve, this study establishes a quantitative evaluation model of accessibility of tourist destinations. It is generally assumed that accessibility is the convenience of a place to connect to other places. The accessibility of a tourist destination includes two parts. One is the geographical accessibility, which is related to the location and transportation. The other is the tourists＇ （consumers＇） accessibility, which is determined by hardware facilities, cultural environment, as well as visitors＇ behavior. This investigation is based on a survey of 600 visitors in Jiuzhaigou Nature Reserve, which is conducted during April 28th - May 4th （2008）. Likert Scaling and SPSS16.0 are adopted in the analysis process. The result indicates that （1） internal transportation system, information accessibility, facilities and services, cultural environment, comfort and health are the main concern of tourists as accessibility in Jiuzhaigou Nature Reserve; （2） from the visitors＇ perceptional perspectives, the most important factors which influence the accessibility of a tourist destination are internal transportation conditions, medical service, and personal security; （3） tourists are satisfied with the accessibility of Jiuzhaigou Nature Reserve on the whole; （4） tourists＇ appraisal after tour is better than the one before tour; （5） Jiuzhaigou Nature Reserve still has lots of opportunities to upgrade its accessibility. Therefore, effective tourism marketing program should be conducted to enhance the competitive power.

关 键 词：九寨沟风景区 可进入性 游客感知 障碍 

分 类 号：F590[经济管理—旅游管理]