城市湿地生态旅游感知形象的影响因素——以广州市南沙湿地为例  

Influential factors for the ecotourism perceived image of urban wetland:empirical evidence from Guangzhou Nansha Wetland

作　　者：陈书星[1] 

机构地区：[1]广东外语外贸大学南国商学院旅游管理系

出　　处：《城市问题》2018年第1期46-55,共10页Urban Problems

基　　金：广州市哲学社会科学2014年规划项目(14G76)--提升广州湿地生态旅游感知形象策略研究

摘　　要：基于广州市南沙湿地旅游感知形象的调研数据,利用SPSS 18.0对326份有效问卷进行了分析,结合已有研究成果,将旅游感知形象分为认知形象因子、行为因子和情感认可因子,并比较了该三项因子的均值、方差及中介效应。结果显示:游客的年龄、学历、收入、职业均影响其情感认可因子,其中以职业的影响最为深远,职业不仅影响情感认可因子,且对认知形象因子、行为因子皆具影响;认知形象因子直接影响情感认可因子,认知形象因子通过行为因子间接作用于情感认可因子,认知形象因子直接作用的影响要显著优于通过行为因子间接作用的影响;游客对门票、环保、科教、旅游商品、基础设施建设、交通等题项的评价较低。据此并结合日本钏路湿地国立公园的发展措施,提出了提升南沙湿地旅游感知形象策略的建议。Focused on the analysis and integration re- search of Nansha Wetland tourism perceived image, this essay uses spsslS. 0 to analyze 326 valid questionnaires. With regards to the theory of predecessors＇ research, tourism perceived image is divided into such three factors as cognitive factor, emotion recognition factor and image factor. Their means, the variances and the intermediary effects are compared. The results show that tourists＇ age, education, income, occupation all influence the emotion recognition. Moreover, the career exerts a far- reaching influence in not only the emotion recognition factor, but also the cognitive image factors and behavior factors. The cognitive image factor can directly affects emotion recognition factor. The role of cognitive image factor can also influence emotion recognition fac- tor indirectly through the behavior factor. While the direct effect of the cognitive image factor is significantly superior to the indi- rect one. Tourists give lower comments to such items as tickets, environmental protection, science and education, tourism prod- ucts, infrastructure construction and traffic conditions. Accord- ing to the results and referring to the development measures of Japanese Kushiro Wetland National Park, this essay puts forward some effective suggestions to promote Nansha Wetland tourism perceived image.

关 键 词：因子分析 城市湿地 旅游感知形象 

分 类 号：F592.765[经济管理—旅游管理]