基于扎根理论的茶庄园旅游环境质量与游客满意度的实证研究——经营者与消费者双重视角  

An Empirical Study on Tea Estate Environmental Quality and Tourist Satisfaction--Dual Perspectives of Operators and Consumers

作　　者：徐淑媚 商密川 赵霏 徐恒斌 Xu Shumei;Shang Michuan;Zhao Fei;Xu Hengbin(Anxi College of Tea Science,Fujian Agriculture and Forestry University,Quanzhou 362000,Fujian;Anxi Tieguanyin Tea Science and Technology Backyard,Quanzhou 362000,Fujian;Minxi Vocational&Technical College,Longyan 364000,Fujian)

机构地区：[1]福建农林大学安溪茶学院,福建泉州362000 [2]福建安溪铁观音茶科技小院,福建泉州362000 [3]闽西职业技术学院,福建龙岩364000

出　　处：《农业展望》2024年第2期105-115,共11页Agricultural Outlook

基　　金：安溪县2022—2023年文艺社科发展基金资助项目(社科类016);福建农林大学安溪茶学院教育发展基金会(11899211001);福建农林大学安溪茶学院国家级科研项目培育计划项目(K1523034B)。

摘　　要：茶庄园是休闲农业旅游的新业态载体,助推茶旅产业供给侧改革与三产融合。本研究基于经营者与消费者双重视角,采用定性与定量研究,运用扎根理论三级编码分析与游客体验价值实证研究,探讨茶庄园旅游环境质量对游客满意度的作用路径与影响机制。实地走访福建省安溪县3个典型茶庄园与经营者深度访谈,总结提取旅游环境质量的5个核心范畴和体验价值的3个核心范畴,作为游客满意度实证研究的重要影响变量。对调研的342份样本数据进行OLS多元线性回归分析,结果显示:旅游环境质量、游客体验价值均对游客满意度具有显著正向影响,且游客体验价值在旅游环境质量与游客满意度之间扮演部分中介作用;旅游地社会责任正向调节游客体验价值与游客满意度的关系。基于此,助力乡村振兴与持续推动茶庄园旅游高质量发展,需加强生态环境保护、注重个性化体验氛围、承担产品安全与社会责任等。Tea estate is a new carrier of leisure agricultural tourism,assisting the supply-side reform in tea tourism industry and the integration of three industries.Using qualitative and quantitative methods from dual perspectives of operators and consumers,based on the grounded theory,conducting on-site visits to three typical tea estates in Anxi county,Fujian province,with one-on-one in-depth interviews to operators,through three-level coding analysis and empirical study of tourist experience value,this paper discussed the path and mechanism of the impact of tea manor tourism environmental quality on tourist satisfaction,summarized and extracted 5 core categories of tourism environmental quality and 3 core categories of experience value of tea estate as a foundation for subsequent questionnaire survey to consumers.Through OLS multiple linear regression analysis on 342 sample data,the empirical results showed that:the quality of tourism environment and tourist experience value both have a significant positive impact on tourist satisfaction,and the tourist experience value has a partial mediating effect between the quality of tourism environment and tourist satisfaction;the social responsibility of tourist destinations has a significant positive moderating effect on the relationship between tourist experience value and satisfaction.Based on this,in order to facilitate rural revitalization and sustainable high-quality development of tea estate tourism,we should strengthen ecological environment protection,emphasize personalized experiential atmosphere,undertake products safety and social responsibilities.

关 键 词：扎根理论 茶庄园 旅游环境质量 游客满意度 体验价值 旅游地社会责任 

分 类 号：F323.4[经济管理—产业经济] F592.7