海滩管理制度对游客行为及态度的影响——以深圳大小梅沙为例

The influence of beach management on the beach tourist behavior and attitude:Dameisha and Xiaomeisha,Shenzhen as cases

通过现场随机问卷调查和深度访谈,发现尽管深圳大小梅沙旅游区空间毗邻、资源雷同、游客来源地结构相似,但不同的海滩管理制度将公共海滩分割成了不同的海滨休闲空间,并进而影响到消费群体的人口学特征、海滩游览行为及决策影响因素、对海滩旅游区的认知和态度等。城市规划管理部门应尊重和理解差异化海滩休闲需求,并在海滩休闲旅游产品的供给方面进行适应性调整。一方面,政府应继续提供面向大众的公益性海滩休闲空间,逐步提高此类公共产品的开发规模和管理水平,保证公众基本的海滩休闲需求得以满足;另一方面可适时适度引入商业化海滩开发管理模式,积极探索和打造多元化、主题化、系列化的海滨旅游休闲空间,寻求合理并高效利用海滩公共资源的平衡点。

Dameisha and Xiaomeisha coastal resorts are adjacently located in eastern Shenzhen, Guangdong province. Through random sample questionnaire survey and deep interview, the paper finds there are differences in the tourists＇ behavior and attitude of two resorts. Firstly, Xiaomeisha is likely to attract tourists of higher level of education and income than Dameisha. Secondly, tourists from Dameisha and Xiaomeisha are both expressing high satisfaction with the overall beach environment and facilities. Thirdly, the influences of tourists＇ demographic characteristics on beach environment and facilities perception are not as distinctive as explored in western case studies. Fourthly, tourists from Xiaomeisha take more consideration on sea water cleanness, beach environment, rescue facility and comprehensive tourist service, while tourists from Dameisha are more sensitive to the price of resort entrance ticket. Finally, tourists from Xiaomeisha are more supportive of charging tickets on Dameisha in order to prevent it from overcrowdness, while its counterparts of Dameisha are more negative. The city government should deeply understand and try to coordinate these differentiated kinds of beach leisure demands. Public goods as free beach parks should be provided by the government to the public. On the other hand, some themed and commercialized beach leisure spaces of higher quality should also be properly planned by governments and established by private sectors to upgrade the beach development.