乡村旅游中的游客中心感知价值层次模型研究——以临安大峡谷村为例  

Research on Hierarchical Model of Perceived Value of Rural Tourist Center:A Case of Lin'an

作　　者：汪丽颖 WANG Liying(School of Tourism,Zhejiang Gongshang University,Hangzhou 310018,China)

机构地区：[1]浙江工商大学旅游学院,浙江杭州310018

出　　处：《旅游论坛》2018年第6期45-60,共16页Tourism Forum

摘　　要：乡村游客中心是游客与乡村旅游目的地服务供给、信息交互的窗口,同时也具有规范乡村旅游发展的作用。以临安大峡谷村为案例,基于"Means-End"理论,运用阶梯法访谈,SPSS 20.0软件进行因子分析与多元回归分析,构建游客感知价值层次模型。研究结果显示:1.游客对于大峡谷村游客中心的感知价值具有层次关系,即属性层的价值感知显著影响结果层的价值感知,结果层价值感知显著影响目的层价值感知。2.结构价值图显示游客较为关注乡村旅游地游客中心的服务与功能等,感知价值模型显示服务质量、功能价值对于功能性结果、心理结果价值感知影响最大,且分别作用于安全感与生活品质高低的感知,但是游客感知价值总体偏低。3.游客对于游客中心属性层的价值感知负向影响结果层的成本感知,成本感知负向影响游客最终的价值感知。相对于"属性层-结果层","结果层-目的层"的感知价值层次关系较弱。并根据游客中心感知价值层次模型进行完善游客中心功能的对策研究。The rural tourist center is the window between tourists and rural tourism destination,providing service and information interaction,and also has the function of standardizing the development of rural tourism.Based on the Means-End theory,the ladder method interview and the SPSS20.0software were used to analyze the Hierarchical Model of Perceived Value of Rural Tourist Center.The results show:1.the perceived value of tourists on the visitor center has a hierarchical relationship,that is,the attribute Layer value perception significantly affects the result layer value perception,and the result layer value perception significantly affects the target layer value perception.2.The structure value chart shows that the tourists are more concerned about the service and function of the rural tourist center.The perceived value model shows the quality of service and the functional value has the greatest influence on the functional results and the psychological value of the psychological results,and the role of safety and quality of life.But the perceived value of tourists is generally low.3.The perceived negative impact of the visitor’s value on the visitor center attribute layer,the perceived impact of the cost perception on the ultimate value of the visitor.The perceived value hierarchy of“result layer-purpose layer”is weaker than“attribute layer-result layer”.According to the value hierarchy model of tourist center,the countermeasures to improve the function of tourist center are studied.

关 键 词：“Means-End”理论 顾客价值 乡村旅游 游客中心 游客感知价值 

分 类 号：F590.8[经济管理—旅游管理]