基于EI、NEP和VIS相互作用的生态旅游者培育模型探析

Analyzing the model of ecotourists cultivation from the interaction among EI,NEP and VIS

培养出更多环境责任感强的生态旅游者,是支撑我国生态旅游健康发展、协调旅游开发与环境保护矛盾的关键。本文以模型的形式梳理了生态旅游者培育的基本思路,模型以识别生态旅游者的3个特征向量EI、NEP和VIS为基础,以生态旅游者的细分市场特征为依据,揭示出一般游客发展为严格的生态旅游者的两个阶段和两条路径。并针对游客参与生态旅游过程中在时间、收入、身心和态度等方面的阻碍因素,从国内外旅游业发展经验中寻找有效的解决之道,如加强民众旅游伦理道德和休闲教育、加速生态旅游产品开发与创新、完善旅游目的地环境解说系统等。

Tourism industry has been developing rapidly in China in recent years, which poses a big challenge to the balance of protecting the environment and meeting the growing demand of tourists. Therefore, it is very important to cultivate more ecotourists to promote the sustainable development of ecotourism industry in China. In this paper, three indexes which constitute the most important characteristic vectors for the identification and segmentation of ecotourists are discussed firstly. They are EI （Ecotourism Interest, that is, to what degree the tourists are interested in the ecotourism product）, NEP （New Ecological Paradigm）, and VIS （the amount of time for per visitor visiting relative rural natural regions）. In addition, we analyze the interaction among EI, NEP and VIS according to related foreign and domestic case studies. On the basis of the previous research the model is built to illustrate how to cultivate and attract ecotourists. The model can also be summarized as ＂4-3-2-2＂. ＂4＂ represents four kinds of resistance pressures （including time, income, physical ability and environmental attitude） which prevent general tourists from developing into hard ecotourists. ＂3＂ represents three ecotourist classification indexes, which are NEP, VIS and improved EI. The former two indexes are two important breakthroughs for impacting visitor behaviors and the latter one is the final goal of eetourists cultivation. The first ＂2＂ represents two phases which will go from general tourists to hard ecotourists. One phase is from general tourists to general ecotourists; the other phase is from general ecotourists to hard ecotourists. The second ＂2＂ represents two routes that we can choose to cultivate hard ecotourists. One route is from frequent ecotourists to hard ecotourists; the other route is from occasional ecotourists to hard ecotourists. To overcome the four resistances we should take some concrete measures, such as enhancing the tourism ethnic education and leisure educa- tion to tourists, and strengthening the environmental interpretation system in tourism destinations. In addition, tourism operators and scenic spots should also develop more and more new ecotourism products which are more suitable for potential ecotourists.