游客对草原旅游产品支付水平的影响因素——以宁夏草原旅游景区为例  

Influencing factors of tourists’payment level for grassland tourism products:A case study of Ningxia grassland scenic spot

作　　者：王鑫 陈媛 王丽佳[1] 黄文广 牟高峰 WANG Xin;CHEN Yuan;WANG Lijia;HUANG Wenguang;MOU Gaofeng(College of Pastoral Agriculture Scienceand Technology,Lanzhou University,Lanzhou 730020,Gansu,China;Ningxia Grassland Workstation,Yinchuan 750002,Ningxia,China)

机构地区：[1]兰州大学草地农业科技学院,甘肃兰州730020 [2]宁夏回族自治区草原工作站,宁夏银川750002

出　　处：《草业科学》2023年第4期1093-1104,共12页Pratacultural Science

基　　金：兰州大学中央高校基本科研业务费重点研究基地创新项目“中国草地生态系统服务经济价值研究”(lzujbky-2021-kb13);宁夏回族自治区林业和草原局重点研发计划“宁夏草原生态文明示范区建设模式及关键技术研究”(nxlcj2020-2024);中国工程院重点咨询项目(2021-HZ-5)。

摘　　要：本研究基于草原旅游地意象评价,以宁夏银川市、中卫市两地349位游客的实地调查数据为分析样本,通过因子分析法提取了景区内部服务、市场配套服务、景区旅游资源、交通便利程度4个公共因子,运用Heckman样本选择模型分析了游客购买草原旅游产品支付水平的影响因素。结果表明:游客社会经济特征中,游客年龄(P<0.01)、家庭年收入(P<0.05)对游客是否去过草原旅游存在显著的正向影响;教育程度(P<0.1)对游客购买草原旅游产品的支付水平有显著促进作用,家庭总人数(P<0.05)对其具有显著的负向影响。草原旅游地意象评价中,景区内部服务(P<0.05)对游客是否去过草原旅游显著负相关,而景区旅游资源(P<0.01)对其具有显著正向影响;市场配套服务(P<0.05)对游客是否去过草原旅游存在显著正向影响,而对游客支付水平则具有负向影响;交通便利程度(P<0.1)与游客支付水平显著负相关。基于此,本研究提出以下建议:不断更新旅游基础设施,建立系统的人员服务评价体系;创新文化旅游产品,深度挖掘和演绎草原文化主题;促进市场服务多元化,打造特色化定制化服务;加快推进草原旅游景区外部专线建设,健全景区内部道路标识。Based on the image evaluation of grassland tourist destinations,we used field survey data of 349 tourists from Yinchuan and Zhongwei Cities in Ningxia as analysis samples and extracted the internal and market supporting services,scenic tourism resources,and transportation convenience through factor analysis.We used the Heckman sample selection model to analyze four influencing factors of tourists’payment level for purchasing grassland tourism products.The results showed that among the socioeconomic characteristics of tourists,their age(P<0.01)and annual family income(P<0.05)had a significant positive impact on whether tourists visited grasslands,while education level(P<0.1)had a significant positive effect on tourists purchasing grasslands.The payment level of tourism products had a significant promoting effect,and the total number of households(P<0.05)had a significant negative impact on it.In the evaluation of images for grassland tourism destinations,the internal services of scenic spots(P<0.05)had a significant negative correlation with whether tourists have participated in grassland tourism,while scenic tourism resources(P<0.01)and market supporting services(P<0.05)had a significant positive impact,but the latter had a negative impact on the level of tourists’payment.The degree of transportation convenience(P<0.1)was significantly negatively correlated with the level of tourists’payment.Based on this,we put forward the following suggestions:the tourism infrastructure should be constantly updated,and a systematic personnel service evaluation system should be established.Additionally,cultural tourism products should be innovated,deeply dig and interpret the theme of grassland culture.The diversification of market services should be promoted,and characteristic customized services should be created.Furthermore,the promotion of the construction of the external special line of the grassland tourist scenic spot should be accelerated,and its internal road signs should be improved.

关 键 词：草原旅游 游客 因子分析 Heckman样本选择模型 旅游产品 旅游地意象 支付水平 

分 类 号：F592.7[经济管理—旅游管理] F323.212[经济管理—产业经济]