游客感知视角下的民族旅游地竞争力研究--基于西江千户苗寨和肇兴侗寨的对比分析  

A study on the competitiveness ofethnic tourism destinations from the perspective oftourist perception--Based on the comparative analysis of xijiang Qianhu Miao village and ZhaoXing Dong village

作　　者：李辉 武晓英 明庆忠 LI Hui;WU Xiao-ying;MING Qing-zhong(College ofEconomic and Management,Xingyi Normal University for Nationalities,Xingyi 562400,Guizhou,China;Tourism and Cultural Industry Research Institute,Yunnan University ofFinance and Economics,Kunming 315211,Yunnan,China)

机构地区：[1]兴义民族师范学院经济与管理学院,贵州兴义562400 [2]云南财经大学旅游文化产业研究院,云南昆明650221

出　　处：《西北师范大学学报（自然科学版）》2022年第6期101-108,115,共9页Journal of Northwest Normal University(Natural Science)

基　　金：国家自然科学基金资助项目(41961021);贵州省教育厅青年科技人才成长项目(黔教合KY字[2017]373);贵州省教育厅高校人文社会科学研究项目(2019QN006);兴义民族师范学院“山地旅游教育与推广中心”项目(SDLY202003)。

摘　　要：基于游客感知视角,通过建立结构方程模型对民族旅游地西江千户苗寨和肇兴侗寨的旅游竞争力进行研究.结果表明,旅游形象感知对旅游地竞争力有直接显著正向影响,同时旅游地形象感知又通过影响游客满意度间接影响到旅游地竞争力.旅游地形象感知由旅游资源感知、支撑条件感知、管理服务感知构成,其中旅游资源感知对游客形成旅游地形象感知的影响最为突出.在游客形成旅游资源感知中,文化产品和文化氛围相对重要;在游客形成支撑条件感知中民族美食和民族商品相对重要;在游客形成管理服务感知中,服务人员态度和景区管理水平相对重要.在旅游满意度和旅游竞争力上,西江千户苗寨略优于肇兴侗寨,但这种优势没有显著的统计学意义;在旅游地形象感知上,西江千户苗寨优于肇兴侗寨,且具有显著的统计学意义.此外,在旅游资源感知、管理服务感知上,西江千户苗寨显著优于肇兴侗寨.Based on the perspective oftourist perception,the tourism competitiveness ofthe ethnic tourist destinations ofXijiang Qianhu Miao village and ZhaoXing Dong village is studied by establishing a structural equation model.The results show that,the perception of tourism image has a direct and significant positive impact on the competitiveness oftourist destinations.At the same time,the perception oftourism image indirectly affects the competitiveness oftourist destinations by influencing tourist satisfaction.The image perception of tourist destinations is composed ofthe perception oftourism resources,the perception ofsupporting conditions,and the perception of management services.Among them,the perception oftourism resources has the most prominent influence on the image perception oftourist destinations.Cultural products and cultural atmosphere are relatively important in forming the perception oftourism resources by tourists;ethnic cuisine and ethnic commodities are relatively important in forming the perception ofsupporting conditions for tourists;in forming perception ofmanagement services by tourists,the attitude ofservice personnel and the management level ofscenic spots are relatively important.In terms oftourism satisfaction and tourism competitiveness,Xijiang Qianhu Miao village is slightly better than ZhaoXing Dong village,but this advantage has no significant statistical significance;In the perception oftourist destination image,Xijiang Qianhu Miao village is better than ZhaoXing Dong village,and it has significant statistical significance.In addition,Xijiang Qianhu Miao village is significantly better than ZhaoXing Dong village in terms oftourism resource perception and management service perception.

关 键 词：结构方程模型 旅游感知 旅游竞争力 西江千户苗寨 肇兴侗寨 

分 类 号：F592.99[经济管理—旅游管理]