游客对地理标志农产品的价值感知及其影响因素分析——以庐山云雾茶为例

Tourists' Value Perception of Agricultural Products with Geographical Indications and Its Influencing Factors: A Case Study of Lushan Cloud-fog Tea

基于庐山风景区4个景点200位游客的调查数据,以庐山云雾茶为例分析了游客对地理标志农产品的价值感知状况,且通过建立二元Logistic模型分析了其影响因素。结果表明:在游客个体特征因素中,游客的客源地、经济状况、文化程度对其价值感知影响显著;在产品特征因素中,产品的视觉、社会和品质形象显著影响游客的价值感知。政府与企业、行业之间应齐心协力通过加强地理标志农产品品牌建设、质量管理和提高市场竞争力等措施,为地理标志农产品的保护、开发以及宣传营销工作做出贡献。

According to the data of investigating 200 tourists at 4 scene spots of Lushan Mountain Scenic Area, taking Lushan cloud - fog tea as an example, the author analyzed tourists＇ value perception of agricultural products with geographical indications and its influencing factors through constructing binary Logistic model. The results indicated that： among the individual characteristic factors of tourists, the resident region, economic power, and educational attainment of tourists had significant effects on their value perception; among the product characteristic factors, the visual image, social image, and quality image of the products obviously affected the tourists＇value perception. The government, enterprises, and the industry together should strengthen the brand construction and quality management of agricultural products with geographical indications, enhance their market competitiveness, and contribute to the protection, development and marketing of agricultural products with geographical indications.