基于游客感知的地质公园旅游品牌价值影响因素研究

A Tourist Experience-based Research of the Brand Value-related Factors in Geopark Tours

通过对云台山世界地质公园游客进行问卷调查,运用SPSS16.0软件对回收数据进行因子分析、相关分析和回归分析。因子分析结果表明:地质公园旅游品牌价值的内容被提取为四个因素,地质公园旅游品牌价值表现被提取为两个因素,与理论部分一致;相关分析结果表明:核心因素、环境因素、支撑因素、品牌因素与游客感知价值和游客重购意向呈显著正相关关系,游客感知价值与游客重购意向之间也呈显著正相关关系;回归分析结果得到三个方程式。最后文章提出了提升地质公园旅游品牌价值的途径与措施。

Based on the questionnaire survey of the tourists in Yuntai Mountain,a world geopark,and the statistical study with SPSS16.0,the author conducted factor analysis,correlation analysis and regression analysis.Factor analysis indicates that the content of tourism brand value of a geopark entails four factors and its form entails two factors,which complies with the related theories.Correlation analysis indicates that there is a noticeable positive correlation between tourists＇ experience value and their purchasing intentions and the core,environmental,supporting and brand factors.There is also a positive correlation between tourists＇ experience value and tourists＇ purchasing intentions.Regression analysis leads to three equations.Approaches and measures to improve the tourism brand value of a geopark are brought up at the end of the paper.