村民乡村景观感知对乡村旅游参与意愿影响及景观提升策略研究——以杭州旅游村为例  

Study on the Influence of Villagers'Rural Landscape Perception on the Willingness to Participate in Rural Tourism and Landscape Enhancement Strategies-Taking Hangzhou Tourist Villages as an Example

作　　者：余俊保 周强 

机构地区：[1]浙江理工大学建筑工程学院 [2]中国生态城市研究院有限公司

出　　处：《包装与设计》2024年第4期142-143,共2页Package & Design

摘　　要：乡村旅游作为乡村特色产业,以满足乡村居民对美好生活的需求为发展目标,起到助推乡村振兴、缩小城乡差距的作用。村民对乡村旅游开发建设的积极态度是乡村旅游发展的可持续动力。本文以村民的乡村旅游景观感知为切入点,探究其对乡村旅游满意度及参与意愿的影响,以杭州四个旅游村为研究样本,通过问卷调查收集数据,构建结构方程模型,进行实证研究。研究结果表明,村民对乡村景观生态性、乡土性、文化性、美学性四个维度的感知可以正向显著影响其对乡村旅游的满意度及参与意愿。基于这一结果,本研究进一步提出乡村旅游景观提升策略,以期提升村民对于乡村旅游的积极态度,使乡村旅游发展得到源生动力支持,实现高质量发展。Rural tourism,as a characteristic industry in the rural areas,aims to meet the needs of rural residents for a better life,and plays a role in boosting rural revitalization and narrowing the gap between urban and rural areas.Villagers'positive attitude towards rural tourism is a sustainable driving force for rural tourism development.This paper explores the influence of villagers'perception of rural landscape on their satisfaction and their willingness to participate in the development of rural tourism.Taking four tourist villages in Hangzhou as research samples,the empirical research is conducted by collecting data through questionnaire surveys and constructing structural equation models(SEM).The results show that the villagers"perception of rural landscape from four dimensions,i.e.,ecology,vernacularism,culture and aesthetics can positively and significantly affect their satisfaction and willingness to participate in the development of rural tourism.On this basis,the study proposes a strategy for the enhancement of rural tourism landscape in order to improve the villagers positive attitudes towards rural tourism,sothattherural tourismcanachievehigh-qualitydevelopment.

关 键 词：乡村旅游景观感知 乡村旅游满意度 村民参与意愿 结构方程模型 

分 类 号：F59[经济管理—旅游管理]