古村落游客感知价值概念模型与实证研究——以张谷英村为例

An Empirical Study of Tourist Perceived Value Model of Ancient Villages:A Case Study on Zhangguying Village

古村落旅游是一种特殊的乡村旅游、文化生态旅游。识别古村落游客感知价值的内在维度、探明古村落游客感知价值的来源,可以为古村落旅游发展提供理论支持。本文构建了古村落游客感知价值概念模型,并以张谷英古村落为例进行了实证研究。研究初步探明了古村落游客感知价值的来源,并且发现,古村落游客感知价值的内在维度呈三层次贡献分异,认知维显性化,情感维隐性化。

Ancient village tourism is a special kind of rural and cultural eco-tourism activity. To identify the internal dimensions of perceived value of ancient villages and verify the sources of perceived value of tourists can provide theoretical support for the tourism development of ancient villages. This paper builds a concept model on tourist perceived value of the ancient villages and makes an empirical study by taking Zhangguying village as an example. It finds the source of tourist perceived value of the ancient villages and the differentiation of its intrinsic dimensions at three levels, with cognitive dimension dominate while the emotional dimension hidden.