浙江省自然保护地生态旅游产品偏好研究——基于陈述性偏好与显示性偏好  

Ecotourism Product Preference of Natural Protected Areas in Zhejiang Province:A Study Based on Stated Preference(SP)and Revealed Preference(RP)

作　　者：宋张平 孟明浩[1,2] 张友仲 顾晓艳 Song Zhangping;Meng Minghao;Zhang Youzhong;Gu Xiaoyan(School of Landscape Architecture and Architecture,Zhejiang Agriculture and Forestry University,Hangzhou 311300;b.Institute of Ecological Civilization,Zhejiang Agriculture and Forestry University,Hangzhou 311300;c.School of Economics and Management,Zhejiang Agriculture and Forestry University,Hangzhou 311300;Administration Centre of Wuyanling National Nature Reserve in Zhejiang,Wenzhou 325500,China)

机构地区：[1]浙江农林大学风景园林与建筑学院,浙江杭州311300 [2]浙江农林大学生态文明研究院,浙江杭州311300 [3]浙江农林大学经济管理学院,浙江杭州311300 [4]浙江乌岩岭国家级自然保护区管理中心,浙江温州325500

出　　处：《旅游论坛》2023年第6期55-65,共11页Tourism Forum

基　　金：浙江省文化和旅游厅科研项目“供需平衡视角下浙江省自然保护地生态旅游融合发展研究”(2021KYY028)资助。

摘　　要：新时代背景下分析游客需求有利于制定适当的恢复战略。文章基于效用理论和行为经济相关理论应用Stata27.0软件联合陈述性偏好和显示性偏好分析浙江省自然保护地游客生态旅游偏好。文章发现陈述性偏好和显示性偏好的Kendall结果一致性检验W>0.6且显著性P<0.05,两者存在较强的相关性。陈述性偏好显示旅游者选择的生态旅游产品偏好与出行时长呈负相关关系,旅游者“愿意花费出行时间”为:生态度假(2.3h)>生态观光(2h)>户外运动(1.4h)>自然教育(1h)>生态康养(0.9h)。同时,在不同人群和不同地区的基础上分析,发现陈述性和显示性偏好存在差异,体现了市场开发潜力。文章建议不同地区针对生态旅游中的教育类和康养产品,应当丰富其趣味性。Analyzing the needs of tourists in the post-epidemic era is conducive to formulating appropriate recovery strategies.Based on the utility theory and behavioral economic theory and using Stata27.0 soft-ware,this paper analyzed the stated preference and revealed preference of tourists toward ecotourism prod-uct in the protected areas of Zhejiang Province.The study found that tourists generally prefer ecological vacation/holiday tourism products.The stated preference shows that tourists'preference for ecotourism products is negatively correlated with travel time,and tourists'willingness to spend travel time is:ecolog-ical vacation(2.3 hours)>ecological sightseeing(2 hours)>outdoor sports(1.4 hours)>ecological educa-tion(1 hour)>ecological health and wellness(0.9 hours).The study found that the consistency test of Kendall results of SP and RP was W>0.6 and P<0.05,and there was a strong correlation between the two.The difference between SP and RP reflects the difference between tourists'subjective expectation preference and objective product preference.The existing ecological vacation products do not meet the needs of people with higher educational levels.Outdoor sports products for different gender groups and middle-aged people need to be improved.The development of ecological educational products that meet the needs of tourists is conducive to stimulating the ecological tourism interest of the elderly.There is a gap between the subjective expectations of different occupational groups on products and the ecotourism prod-ucts in the market,and there is room for development.Combined with preference degree,it is further found that there is preference differences for ecotourism products in nature reserves among people from different geographical areas.The study suggests that eco destinations should enrich educational and health products in ecotourism to cater and arouse interests from tourists.

关 键 词：自然保护地 生态旅游 陈述性偏好 显示性偏好 

分 类 号：F590.8[经济管理—旅游管理]