大众旅游者生态旅游目的地选择影响因子研究

Impact Factors of Mass Tourists' Choice on Ecotourism Destination

以大众旅游者生态旅游目的地选择的影响因子作为研究对象,选取生态旅游景观、社会文化环境、旅游活动项目、服务设施、成本、生态教育6个一级因子和景观特色、空间距离等23个二级因子建立层次结构模型,运用层次分析法确定各影响因子的权重.结果表明:一级因子层中对生态旅游目的地选择影响力最强的3个因子为,生态旅游景观、旅游活动项目、服务设施;二级因子层中影响力最强的因子为景观特色和旅游活动项目的安全性;一级因子生态教育及其二级因子对大众旅游者生态旅游目的地选择几乎没有影响.

Taking impact factors of mass tourists＇ choice on ecotourism destination as research object, six first-grade factors including ecotourism landscape, social and cultural environment, tourist activity project, service infrastructure, cost and ecological education and 23 second-grade factors including landscape characteristics, spatial distance etc. were selected to establish a model of hierarchy structure for the ecological evaluation.Analytic hierarchy process （AHP） was used to determine the weight of each factor. The result shows that： the most influential first-grade factors are ecological tourism landscape, followed by tourist activity project and service infrastructure and for the second-grade factors, the most influential ones are land- scape characteristics and the safety of tourist activity project. Ecological education and its second-grade fac- tor have little effect on mass tourists＇ choice on ecotourism destination.