沙漠旅游景区游客感知价值研究——以新疆库姆塔格沙漠旅游区为例  

Perceived Value of Tourists to Desert Tourist Area:A Case Study on Kumtag Desert Tourist Area

作　　者：尹郑刚[1] 

机构地区：[1]郑州师范学院地理与旅游学院,郑州450044

出　　处：《河南科学》2016年第8期1344-1349,共6页Henan Science

基　　金：国家社会科学基金(13CZZ062)资助

摘　　要：感知价值的核心是感知利益与感知成本之间的权衡.选取新疆库姆塔格沙漠旅游景区为案例,实证研究沙漠旅游者的感知价值.首先开发沙漠旅游景区游客感知价值量表并施测,采取因子分析和方差分析等方法对采集的数据分析处理,研究发现,除性别外,感知价值的若干因子在其他人口社会统计指标中的不同变量间存在一些差异,各因子间大多存在相关关系,游客对库姆塔格沙漠旅游区感知价值、满意度和行为意向的得分均较高,表明景区开发较好.根据研究结果,对若干因子方差分析结果进行了原因分析,建议有侧重地建设景区,发挥景区沙漠资源的综合功能,并重视环境的保护工作。The core of perceived value is the balance between perceived benefit and perceived cost. TakingKumtag Desert tourist area in Xinjiang as a case study,we carry out the empirical study on desert tourists’perceivedvalue. Firstly we have developed perceived value scale of desert scenic tourist to measure,then adopt methods offactor analysis and variance analysis to analysis and process the collecting data. The study found that,except thesex,some factors in perceived value have some differences in the different variables of other socio-demographiccharacteristics. Most factors have correlated relations. Tourists get higher score on perceived value,satisfaction andbehavioral intention,which indicates better development of scenic area. According to the research results,weanalyze the reason of variance analysis results of several factors. It is proposed that we should construct scenic areawith extra emphasis,giving play to the comprehensive function of desert resources and paying attention toenvironmental protection work to further enhance the perceived value of tourists to the scenic area.

关 键 词：沙漠旅游景区 感知价值 感知利益 感知成本 库姆塔格沙漠 

分 类 号：F590[经济管理—旅游管理]