茶园观光意象、旅游体验与行为意图关系研究  

Study on the Relationship between Tea Garden Tourism Image,Tourism Experience and Behavior Intention

作　　者：陈才 石芬 CHEN Cai;SHI Fen(School of Tourism,Hainan Normal University,Haikou 571158,China;School of Economics and Management,Hainan Normal University,Haikou 571158,China)

机构地区：[1]海南师范大学旅游学院,海南海口571158 [2]海南师范大学经济与管理学院,海南海口571158

出　　处：《茶叶通讯》2024年第4期545-552,共8页Journal of Tea Communication

基　　金：国家社会科学基金项目(22BGL159);海南省自然科学基金高层次人才项目(721RC546);海南省高等学校教育教学改革研究项目(Hnjg2022ZD-26)。

摘　　要：研究茶园观光意象、旅游体验与行为意图之关系,对改变我国茶园旅游产品同质化、体验感不强、吸引力不足等问题具有重要意义。文章以海南省白沙生态茶园为研究样地,以305份调查数据为依据,采用描述性统计分析、因子分析和结构方程模型检验等方法,探讨茶园观光意象、旅游体验与行为意图的关系。结果表明,茶园观光意象包括认知意象、情感意象及服务意象3个维度;旅游体验包括刺激感受与社会互动2个维度;行为意图包括重游、推荐及分享3个维度。茶园观光意象对旅游体验具有直接正向影响,旅游体验对行为意图具有直接正向影响;茶园观光意象对行为意图不存在直接正向影响。发展茶园旅游,一要加强茶园旅游宣传力度,创新宣传渠道;二要完善公共服务基础设施,提升服务质量;三要创新茶园体验活动,提升游客重游新鲜感;四要融入本土文化元素,增加游客体验内涵。Studying the relationship between tea garden tourism image,tourism experience and behavioral intention is of great significance for changing the homogenization weak experience sense and insufficient attraction of tea garden tourism products in China.In this paper,taking Baisha ecological tea garden in Hainan province as the research site,based on 305 survey data,and descriptive statistical analysis,factor analysis and structural equation model test were used to study the relationship between tea garden tourism image,tourism experience and behavioral intention.The results show that:Tea garden tourism image includes three dimensions:cognitive image,emotional image and service image;Tourism experience includes two dimensions:stimulation sensation and social interaction;Behavioral intention includes three dimensions:revisiting,recommending and sharing.Tea garden tourism image has a direct positive effect on tourism experience,and tourism experience has a direct positive effect on behavioral intention;Tea garden tourism image has no direct positive influence on behavioral intention.To develop tea garden tourism,first,we need to strengthen the tea garden tourism publicity,innovate publicity channels;Second,we need to improve public service infrastructure and improve service quality;Third,we should innovate tea garden experience activities to enhance the freshness of tourists revisiting.Fourth,local cultural elements should be integrated to increase the connotation of tourist experience.

关 键 词：茶园 茶旅融合 观光意象 旅游体验 行为意图 

分 类 号：S571.1[农业科学—茶叶生产加工] F326.12[农业科学—作物学] F592.7[经济管理—产业经济]