基于ITCM的旅游者地方依恋价值评估——以九寨沟风景区为例

Assessing recreational value of place attachment based on ITCM: A case study in Jiuzhaigou Scenic Area

旅行费用法(TCM)已被广泛运用于旅游地的游憩价值评估中。地方依恋作为"人—地"关系的重要组成部分,其经济价值的评估对旅游地的发展有重要意义。本文选取九寨沟风景区为案例地,按不同交通工具分类测量了旅游者的旅行费用并构建了旅行费用与地方依恋的结构方程模型。研究发现,地方依恋的两个维度:地方依赖和地方认同之间存在显著的正向影响。地方依赖和地方认同从不同程度上促进了九寨沟游客旅游需求的增长。通过ITCM计算消费者剩余,得出地方依恋对九寨沟总体游憩价值的贡献率为5.6%,直观反映了地方依恋对景区的经济推动作用,对地方理论在经济管理领域的运用及旅游地地方性的营造和整体形象的提升有重要的指导意义。

The travel cost model（TCM） has been widely used to estimate recreational value of tourist destinations.Place attachment is an important part of man-land relationship.Assessing the economic value of place attachment plays an important role in tourism planning and development.This article selected Jiuzhaigou Scenic Area as a case,based on 518 samples data collected from questionnaire investigation.Three conclusions can be drawn as follows.（1） The total recreational value of Jiuzhaigou scenic area is 9.116 billion yuan.The improved individual travel cost method（ITCM）,which considered Chinese tourism traffic situation,reduced the measurement error from a simple travel cost method and was more effective on resource value assessment.（2） Through factor analysis and path analysis,we found place dependence and place identity were two dimensions of place attachment.Place dependence had positive effect on the place identity.Place dependence and place identity promoted tourists＇ demand in different degrees.Tourists＇ age and staying time had positive effect on place attachment.However,the education level of the visitors had negative impact on place attachment.（3） According to ITCM,we calculated the consumer surplus.Place attachment contributed 5.6% to overall recreational value of Jiuzhaigou＇s total,reflecting the economic promotion to scenic area from place attachment.