非物质文化遗产消费者的旅游决策研究  

The Research on the Tourism Decision-Making of Consumers of Intangible Cultural Heritage

作　　者：张孝义 任德乐[3] 闵思宇 朱蕾烨 台绍斌 ZHANG Xiaoyi;REN Dele;MIN Siyu;ZHU Leiye;TAI SHaobin(School of Teacheer Education,Zhejiang Normal University,Jinhua Zhejiang 321004;Hangzhou College of Early Childhood Teacher＇s Education,Zhejiang Normal University,Hangzhou Zhejiang 311231;School of Education Science,Huangshan University,Huangshan Anhui 245041;Huangshan City Second People＇s Hospital,Huangshan Anhui 245041,China)

机构地区：[1]浙江师范大学教师教育学院,浙江金华321004 [2]浙江师范大学杭州幼儿师范学院,浙江杭州311231 [3]黄山学院教育科学学院,安徽黄山245041 [4]黄山市第二人民医院,安徽黄山245041

出　　处：《乐山师范学院学报》2018年第10期37-43,共7页Journal of Leshan Normal University

基　　金：安徽省教育厅重点研究基地招标项目"非物质文化遗产消费者的心理与行为研究--以黄山市为例"(SK2015A171);安徽高校优秀青年人才支持计划项目(gxyq2017077)

摘　　要：文章以黄山市徽州非物质文化遗产旅游消费者为研究对象,通过发放350份问卷对在黄山市主要的5个非物质文化遗产地的旅游消费者进行调查。结果表明:市场推广、价格水平、地方特色、环境氛围、传统心理倾向、对徽州非遗认知与徽州非遗的旅游决策行为存在显著相关性,对黄山市未来的徽州非物质文化遗产旅游业的发展规划具有一定意义。This research takes tourism consumers of Huizhou intangible cultural heritage in Huangshan City as the research object. 350 questionnaires are studied in terms of five intangible cultural heritages in Huangshan City. The results show that consumers＇ tourism decision-making has a significant correlation to the market promotion, price level, local characteristics, environment, traditional psychologicaltendency, and knowledge of Huizhou intangible cultural heritage, which has certain significance forHuangshan City＇s future tourism development plan of Huizhou intangible cultural heritage.

关 键 词：徽州 非物质文化遗产 消费者 旅游决策 影响因素 

分 类 号：F592.7[经济管理—旅游管理]