中国出境旅游者对海岛探险旅游产品的选择偏好与支付意愿——以毛里求斯为例  

Selection preference and willingness to pay of Chinese outbound tourists for island adventure tourism products:A case study of Mauritius

作　　者：王娟[1,2] 戴小丫 Wang Juan;Dai Xiaoya(College of Management,Ocean University of China,Qingdao 266100,China;Institute of Marine Development,Ocean University of China,Qingdao 266100,China)

机构地区：[1]中国海洋大学管理学院,青岛266100 [2]中国海洋大学海洋发展研究院,青岛266100

出　　处：《中国生态旅游》2023年第6期1009-1024,共16页Journal of Chinese Ecotourism

基　　金：山东省自然科学基金面上项目(ZR2023MG065);中国海洋大学研究生教育质量提升计划教学案例库项目(HDYA22007)。

摘　　要：以满足旅游者个性化、深度体验需求为特征的探险旅游产品在竞争激烈的海岛旅游目的地产品中备受青睐。文章基于探险旅游研究整体框架的三大支柱模型,以毛里求斯为例,利用选择实验法探讨中国出境旅游者对于海岛探险旅游产品的选择偏好、支付意愿及选择行为的异质性。研究发现:(1)中国出境旅游者最为看重的海岛探险旅游产品属性是文化体验,其次是自然环境和技能学习,而旅游产品涉及的身体活动、费用并未成为选择的决定性指标。(2)中国出境旅游者愿意为海岛探险旅游产品的文化体验属性额外支付最多的费用,对于其他属性的支付意愿排序依次为:自然环境、技能学习、身体活动。(3)选择异质性方面,身体状况良好、单身、有过境外海岛旅游经历并对探险旅游产品了解程度较高的中国出境旅游者群体更倾向于选择海岛探险旅游产品。Adventure tourism products characterised by meeting tourists’needs for personalised and in-depth experiences are highly favoured in the intensive competition of island tourism destinations.Based on the three-pillar model of the overall framework of adventure tourism research,the article explores the heterogeneity of Chinese outbound tourists’choice preferences,willingness to pay,and choice behaviours of island adventure tourism products using the choice experiment method,taking Mauritius as an example.The study found that:(1)cultural experience is the most important attribute of island adventure tourism product valued by Chinese outbound travellers,followed by natural environment and skill learning,while the physical activities involved in the tourism product and the cost did not become the decisive indicators of choice.(2)Chinese outbound tourists are willing to pay the most for the cultural experience attribute of the island adventure tourism product,and the order of willingness to pay for other attributes is as follows:natural environment,skill learning,and physical activities.(3)In terms of choice heterogeneity,the group of Chinese outbound tourists who are in good physical condition,single,have travelled to islands outside China and have a high level of knowledge about adventure tourism products are more inclined to choose island adventure tourism products.

关 键 词：海岛旅游 探险旅游 消费偏好 文化体验 支付意愿 出境旅游 毛里求斯 

分 类 号：F594.84[经济管理—旅游管理] F592[经济管理—产业经济]