游客感知价值对TCM评估游憩价值影响的介入方式比较研究——以湖南张谷英村为例  

A Comparative Study of the Intervention Modes of the Impacts of Tourist Perceived Values on TCM Valuation of Recreational Values:A Case Study of Zhangguying Village

作　　者：韩静[1] 张茵[2] HAN Jing ZHANG Yin(School of Geographic and Oceanographic Science, Nanjing University, Nanjing 210023, China College of Landscape Architecture, Beijing Forestry University, Beijing 100083, China)

机构地区：[1]南京大学地理与海洋科学学院,江苏南京210023 [2]北京林业大学园林学院,北京100083

出　　处：《旅游科学》2016年第5期24-36,共13页Tourism Science

基　　金：国家自然科学基金项目"CVM与TCM评估游憩资源价值的结合应用与效度检验研究"(41201570);国家科技支撑计划课题项目"村镇景观建设关键技术研究"(2012BAJ24B05);中央高校基本科研业务费专项资金资助项目(TD2011-33)

摘　　要：游憩价值评估是识别旅游资源经济价值的重要手段。TCM作为传统评估方法,其评估结果的准确性受多种因素影响,其中游憩需求的影响因素对评估结果的影响是尚待解决的关键问题。游客感知价值是影响游憩需求的重要因素,考察其对评估结果的影响是提高评估结果精确性的一种有益尝试。本文以TCM的两种基本模型ZTCM和ITCM为基础,探索不同介入方式下感知价值对评估结果的影响机制。研究表明:感知价值作为自变量介入ZTCM模型后使人均消费者剩余下降了7.3%、游憩价值下降了4.4%,大于它作为中介变量介入ITCM模型后对评估结果的影响,说明感知价值主要通过与旅行花费共同作用对价值评估结果产生影响。这不仅揭示了游客感知价值影响的复杂性,更体现了游憩价值评估体系中考虑游憩需求影响因素的必要性。As a vital mean to identify the economic value of tourism resources, the evaluation of recreational values underscores its rising importance. The accuracy of the assessment of TCM, a traditional evaluation method, is affected by numerous factors, among which the effects of the influential factors of recreational needs is a key issue that remains to be resolved. Tourist perceived value is a significant factor that influences recreational needs. Therefore, the authors believe that it＇ s a beneficial trial to study its impact on the results of the assessment. Based on ZTCM and ITCM, the two basic models of TCM, this study explored the influence mechanisms of perceived value on the results on assessments in different intervention modes. The result shows that after tourists＇ perceived value entered into ZTCM as an independent variable, the average customer surplus and the total recreational value estimated dropped respectively by 7.3% and 4.4%, which was greater than its impact on the assessment after it entered into ITCM as a mediator. It indicates that tourists＇ perceived value affects the results mainly by a joint work with travel cost as a variable. This finding not only reveals its complex effects on valuation results, but also reflects the need to consider the impact of the factors in the value assessment system.

关 键 词：游憩价值评估 感知价值 分区旅行费用法(ZTCM) 个人旅行费用法(ITCM) 中介变量 自变量 

分 类 号：F832.51[经济管理—金融学]