国家森林公园旅游淡季常态化运营路径研究——以海螺沟景区为例  

A Study on Normal Operating Model of National Forest Park in Off-Season Tourism

作　　者：蒋秀芳 高建国[2] 何星 JIANG Xiu-fang;GAO Jian-guo;HE Xing(l.Southwest Minzu University,Chengdu,Sichuan,610041,China;Chengdu University of Technology,Chengdu,Sichuan,610059,China;China West Normal University,Nanchong,Sichuan,637002,China)

机构地区：[1]西南民族大学经济学院,四川成都610041 [2]成都理工大学地球科学学院,四川成都610059 [3]西华师范大学,四川南充637002

出　　处：《武汉商学院学报》2022年第3期17-24,共8页Journal of Wuhan Business University

基　　金：国家社会科学基金项目《民族村寨旅游高质量发展引导乡村振兴的机制及路径研究》(项目编号:20BMZ28);四川省社科规划2022年度项目《川西高原地区旅游扶贫效应与巩固脱贫攻坚成果有效衔接路径研究》(项目编号:SC22C026);四川省哲学社会科学重点研究基地四川民族山地经济发展研究中心资助科研项目(项目编号:SDJJ202224);四川省高校人文社会科学重点研究基地科研项目《大熊猫国家公园生态旅游研究》(项目编号:GJGY2019-ZD002);西南民族大学研究生创新型科研项目《市场细分视域下民族地区旅游淡季景区常态化运营路径研究》(项目编号:CX2020BS20);西华师范大学研学旅行理论与实践创新团队(编号:SCXTD2022-6);西华师范大学2021年度博士启动项目(项目编号:21E002)。

摘　　要：以海螺沟国家森林公园为例,借助问卷调查和深度访谈法,分析旅游客源市场结构及游客旅行行为特征,比较游客对旅游服务感知质量差异,探索景区旅游淡季成因。结果显示:(1)客源时空结构集中,3月和11~1月客流量少,主要来源于川渝等近程市场。(2)根据旅游动机,可将游客细分为主题体验型、传统观光型和休闲社交型三类。(3)游客对环境感知质量高,对旅游设施和价格感知质量低。不同细分市场游客对景区旅游感知五个维度质量评价均呈现出显著差异。(4)索道和外部交通是制约游客对旅游服务感知质量评价的瓶颈因素。研究关注淡季游客出游动机及旅游服务感知质量,提出除气候、国民假期分配制度、旅游产品结构等传统性因素外,客源结构、游客感知质量和市场营销也是导致国家森林公园旅游淡季形成的重要因素。By means of questionnaire survey and in-depth interview, this study takes Hailuogou National Forest Park as an example, analyzes the tourist source market structure and characteristics of tourist behavior, compares the differences in tourist perception of tourism service quality, and explores the causes of off-season tourism.The results show that:(1) the temporal and spatial structure of the tourist source is concentrated, with a small tourist flow in March and from November to January, which mainly comes from such short-distance markets as Sichuan and Chongqing;(2) according to tourism motivation, tourists can be divided into three types: themed experience type, traditional tourism type as well as leisure and social contact type;(3) the tourists’ perception of the quality of tourist destinations is positive, while that on the quality of tourist facilities and prices is negative.There are significant differences in the five dimensions of assessment of tourist perception of tourism service quality in different market segments;(4) ropeway and external traffic are barriers to a positive assessment of tourist perception of tourism service quality.This study focuses on tourists’ tourism motivation and their perception of tourism service quality in off-season, and proposes that besides traditional factors such as climate, China’s holiday schedule and tourism product structure, tourist source structure, tourist perception of quality, and marketing also play an active role in the formation of off-season tourism in national forest parks.

关 键 词：国家森林公园 旅游季节性 运营路径 海螺沟 

分 类 号：F592.7[经济管理—旅游管理]