三类不同开放程度景区游客感知差异研究

在建立感知质量/旅游形象-感知价值-满意度-忠诚度的游客感知链理论模型基础上,探讨三类不同开放程度景区游客感知差异。研究发现,感知质量包括景观、餐饮、交通、游览、住宿、休闲娱乐、管理七个感知维度,其中休闲娱乐感知对感知质量影响程度最大,景观感知与感知质量的相关性最小。旅游形象包含资源与社区认知、设施认知、情感三个形象维度。多群组路径分析发现,不同开放程度景区的游客感知理论模型具有相同形态。封闭式景区中感知质量各方面的评价均很重要,游客重视住宿、游览、休闲娱乐等方面,也更期待景区带来的情感形象认同。开放式和半开放式景区中,游客并未因其免费或低收费而忽视景区景观呈现或不注重游客满意和旅游所带来的收获。

STUDY ON DIFFERENCE OF TOURISTS' PERCEPTION FOR TOURIST ATTRACTIONS AMONG THREE TYPES OF OPENNESS

According to ticket and fence, tourist attractions could be divided into difference openness:closedoff, semi-open, open-ended. Nevertheless, despite the significant volume and increasing scope of the tourists' perception research, the relationship between the tourist attractions` openness and the tourists' perception remains a gap. Thus, the purpose of this paper is to explore the difference of tourists' perception for the tourist attractions with difference openness. Firstly, from the point of the comparison evaluation in a whole travel process, a theoretical model of tourists' perception chain is build based on quality perception/tourism image- perception value-satisfaction-loyalty. Secondly, the proposed model is tested using tourists' perception data collected in three types tourist attractions with different openness, and they are Tang Paradise,Daminggong Palace National Heritage Park and Qujiang Lake Archaeological Site Park respectively, which the level of openness are on the increase. The results show that the perception difference exists among closed-off, semi-open, open-ended tourist attractions. Tourism image consists of three dimensions:image of resource and community cognition, image of facility cognition and emotional image. Multi-groups path analyses demonstrated that tourist' perception models in three attractions have the same pattern, but the measurement weights are varied. For closed-off tourist attractions, the evaluation on each quality perception dimension is important as tourists pays more attention to products and services on accommodation. For open-ended or semi-open tourist attractions, the tourists hardly neglect the perception on landscape or pay less attention to tourism satisfaction, and the recommendation and revisit desire thus remain uncompromised.