苏南地区农村居民旅游感知价值与旅游消费意向关系研究  

A Study of Relationship between Tourist Perceived Values of Rural Residents and Tourism Consumption Intention in Southern Jiangsu Area

作　　者：余凤龙[1] 侯兵[1] YU Fenglong;HOU Bing(College of Tourism and Culinary Science,Yangzhou University,Yangzhou,Jiangsu 225127)

机构地区：[1]扬州大学旅游烹饪学院,江苏扬州225127

出　　处：《扬州大学学报（人文社会科学版）》2018年第6期105-112,共8页Journal of Yangzhou University(Humanities and Social Sciences Edition)

基　　金：教育部人文社会科学青年基金项目(16YJC790130);国家自然科学基金项目(41771146)

摘　　要：旅游消费逐渐成为新时代农村居民生活消费的新热点和消费升级的有效渠道。农村居民旅游感知价值直接影响旅游消费意向与消费水平,通过在苏锡常农村地区采用访谈、问卷调查和结构方程模型等方法,提炼并检验发达地区农村居民旅游感知价值的维度结构可知,认同强度从高到低依次为情感价值、景观价值、成本价值和社会价值,教育和收入是区隔农村居民旅游感知价值的重要标准,显示农村居民对旅游行为的认知评价、旅游感知价值与旅游消费意向呈正相关关系。农村居民旅游感知价值植根于中国文化传统,也折射了乡村社会的转型,对理解和引导农村居民旅游消费行为具有重要意义。Tourism consumption has gradually consumption in the new era and an effective become a new hotspot for rural residents'living channel for consumption upgrading.Tourist perceived values of rural residents directly affect the tourism consumption intention and the level of consumption.This paper refines and tests the tourist perceived values and their dimension structure of rural residents in the developed areas through the questionnaire,interview and SEM,et al in the rural areas of Suzhou,Wuxi and Changzhou.The identity intensity ranges from high to low in the order of emotional values,landscape values,cost values and social values.Education and income are the important standards to distinguish tourist perceived values of rural residents, which shows the positive correlation between rural residents'cognitive evaluation of tourist behavior,tourist perceived values and tourist consumption intention.The tourist perceived values of rural residents are rooted in Chinese cultural traditions and reflect the transformation of rural society,which is of great significance for understanding and guiding rural residents'tourism consumption behavior.

关 键 词：旅游感知价值 消费意向 农村居民 苏南地区 

分 类 号：F592.3[经济管理—旅游管理]