方法-目的链理论在喀斯特旅游产品开发中的运用——以兴文石海洞乡地质公园为例

ON THE APPLICATION OF MEANS-END CHAIN IN EXPLOITATION OF KARST TOUR PRODUCTION —A Case Study to Xingwen Karst Cave Geo-Park

喀斯特旅游是一种传统的大众观光旅游项目 ,由于喀斯特旅游产品共性大 ,个性小 ,替代性强等特征 ,导致目前的喀斯特旅游开发难度较大。本文结合四川兴文石海洞乡地质公园旅游开发实例 ,打破传统喀斯特资源导向型旅游产品开发模式 ,运用消费者行为学中的方法—目的链理论 ,从旅游消费者的角度出发 ,分析旅游者与旅游产品的感知关系 ,提出“游客导向型”

Karst tour is a popular traditional tourism item. It is very difficult to exploit the new kind of karst tour, because the karst tour production is of great generality and replaceable feature, but of little individuality. So, taking Xingwen Karst Cave Geo-park as an example, the author puts forward some suggestions about“tourist-directed” exploitation for karst tour production on the basis of breaking the traditional style of resource-directed exploitation for tour production by using the theory of Means-end chain in consumer behavior, and on analyzing the relationship between tourist and tour production from the view of tourism consumer.