湿地公园游客感知价值研究——以西溪/溱湖为例  

Tourist Perceived Value of Wetland Park:Evidence from Xixi and Qinhu Lake

作　　者：王莉[1] 张宏梅[1] 陆林[1] 蔡利平[2] 杨仲元[3] 

机构地区：[1]安徽师范大学国土资源与旅游学院,安徽芜湖241003 [2]美国普渡大学旅游学院,印第安纳州西拉菲亚特47907 [3]南京大学地理与海洋科学学院,江苏南京210093

出　　处：《旅游学刊》2014年第6期87-96,共10页Tourism Tribune

基　　金：国家自然基金项目(41171115)资助~~

摘　　要：游客感知价值作为旅游目的地竞争优势的新来源,已经得到旅游学者的广泛重视。随着湿地公园作为旅游目的地吸引力的不断增强,湿地公园之间的竞争也将日趋激烈,湿地公园游客感知价值成为湿地公园竞争力管理的标准。文章以西溪和溱湖两大湿地公园为案例地,检验湿地公园游客感知价值量表,探讨湿地公园游客感知价值的结构特征。通过探索性和验证性因子分析,研究得到包括23个题项6个维度的游客感知价值量表,6个维度分别是:环境价值、特色价值、服务价值、管理价值、知识教育价值和成本价值。其中,特色价值、管理价值、知识教育价值是湿地公园感知价值的独特维度。溱湖游客对特色价值和知识教育价值的感知显著高于西溪游客。文章最后讨论了研究的理论贡献和管理意义。An increasing attention has been directed at the study of tourist perceived value, as more and more destinations recognize its importance of being a new battleground for gaining competitive advantage. This is particularly true for wetland parks, the popularity of which is fast growing as novel tourist attractions. The marketplace is expected to experience heightened competition. The purpose of this research is to better understand the tourist perceived value of wetland parks and provide a tool for wetland destinations to manage it as their competitive advantage. Xixi and Qinhu Lake are both AAAAA-Level Scenic Areas and are listed as the top two of the first 12 National Wetland Parks in China. Using the two National Wetland Parks of Xixi and Qinhu Lake as cases, this research develops a measurement scale and explores the structural characteristics of the wetland park tourist perceived value. The analyses of the empirical data have resulted in a six-dimension scale that comprises of 23 items. The six value dimensions, each of which are comprised of three to five items, are 1） environment, 2） characteristics, 3） service, 4） management, 5） education, and 6） cost. The theoretical contribution of the study lies in the discovery of the six-dimension scale of the wetland park tourist perceived value and the structural similarity and difference of tourist perceived values between wetland parks and other types of tourist attractions. Five of the six dimensions mirror five of the seven experiences found in the previous work of Wei Xia and Pan Yiting. The dimension of management value found in the current research was not present in Wei and Pan＇ s work; whereas the dimensions of trust and concern experiences in Wei and Pan＇ s study are not found in the current study. To compare with extant studies on tourist perceived values in the contexts of other attraction types, the dimensions of environment, characteristics and management values are unique to, and reflect the ecological attributes, of wetland parks. The

关 键 词：湿地公园 游客感知价值 西溪 溱湖 

分 类 号：F592.7[经济管理—旅游管理]