中国世界遗产类旅游产品的感知度研究

A Study on the Apperceiving Degree of Tourism Products at China's World Heritage Sites

中国世界遗产地开发旅游已经成为一种热潮。事实也说明遗产地确实具有开发旅游的先天优势。但是,通过在北京、广州、珠海三地的问卷调查发现,国内各世界遗产地在国内游客的感知中并未处于相同的地位,而存在较大的差异。成为世界遗产地并不就意味着绝对的旅游吸引力。世界遗产地名誉的获得是影响游客感知、促进旅游发展的一个重要因素,而非唯一因素。决定旅游地发展的往往是多方面因素共同作用的结果。因此,世界遗产地开发旅游不能仅仅依靠遗产地名誉的获得,而要结合实际、合理规划、恰当宣传,进而促进其旅游的全面发展。

Developing tourism at China＇ s world heritage sites has been on the upsurge. The facts also indicate that world heritage sites are indeed of dominant advantage of developing tourism. However, the result of analyzing questionnaires in Beijing, Guangzhou and Zhuhai finds that domestic tourists have different perceptions towards China＇ s world heritage sites. Being a world heritage site does not mean holding absolute tourist attractive power. The reputation of world heritage sites is indeed an important fatter to affect tourists＇ perception and promote tourism development, but not the only factor. Determining the development of tourism destinations is sometimes the result of all-sided factors. Therefore, developing tourism at world heritage sites should depend on rational planning, proper publicity so as to promote all-round development of tourism rather than resting on the obtainment of reputation.