湿地公园游客体验价值量表的开发方法——以杭州西溪湿地公园为例

Methodological study on development of value scale for tourists'experience in wetland parks

随着体验经济时代的到来和湿地生态旅游的兴起,湿地公园游客体验价值越来越引起学术界和实践界人士的关注,如何提高游客体验价值成为增强湿地公园竞争力的有效途径。尽管有不少学者对游客体验价值的结构维度进行探讨,但对游客体验价值的概念没有深入研究,尤其是对游客体验价值的定量研究,没有一套科学合理的测量方法。因此,本研究提出量表开发的五个步骤,选取西溪湿地公园为实证研究对象,通过项目个项—总体相关分析、探索性因子分析、验证性因子分析、信度效度检验等方法,开发出由服务、特色、教育、成本、生态、信任、关怀7个体验因子、26个项目构成的湿地公园游客体验价值量表,为游客体验价值的测量提供量化工具。

As experience economy began to flourish and wetland ecological tourism came into vogue, tourists experience value of wetland parks has attracted more attention from both academic and practical circles. Investigating the approach to improving the tourists＇ experience value is an effective way to enhance the competitive strength of wetland parks. Although many scholars have researched structural dimension of the tourists＂ experience value, the concepts of the tourists＂ experience value still remain vague and ambiguous, especially the quantitative research of the tourists＂ experience value, which lacks scientific and reasonable methods for measurements. Therefore, the five steps for developing the value scale have been proposed. Through the methods of item-total correlation, exploratory factor analysis, the confirmatory factor analysis, reliability and validity test, this paper takes Xixi Wetland Park as an empirical object. Seven experience factors that include service, characteristics, education, cost, ecology, trust and concern, together with Wetland Park Tourists＇ Experience Value Scale （WPTEVAL） which comprises of 26 items are developed to provide quantitative tools for the measurement of tourists experience value.