休闲时代背景下乡村养生旅游情境的感知研究

Perception Study on Healthy Tourism Situations Based on Leisure Age

为勾勒出旅游者对养生旅游情境的感知地图,以营销学产品层次理论为评价框架,建构了以"养生体验"为核心产品、以"养生资源符号"为配置型产品、以"景区服务和配套设施"为支撑型产品的乡村养生旅游情境感知体系。研究选取广西巴马为案例研究地,将乡村养生旅游情境感知体系各要素的重要性和满意度进行了实证研究,得出旅游者对旅游情境整体感知较高,以及"旅游目的"为区分养生旅游情境差异化的主要变量的结论。

To outline the perception map on healthy tourism situations from tourists＇ perspective, this study constructed the perception model of healthy tourism situation based on the marketing product level theory, which are ＂core product＂ as health experience, ＂facilitating product＂ as symbols of tourism products, ＂supporting product＂ as attractions and infrastructure. The research focused its case study on Bama in Guangxi to examine the importance and satisfaction levels toward tourists to the symbols referring healthy tourism situations. The results indicated that the overall perception to the tourism situation to the tourists are quiet high, as well as ＂tourism motivation＂ is the main variables to distinguish the healthy tourism situations.