国家森林旅游目的地生态旅游品牌化提升策略——以重庆市永川区为例

伴随着城市环境的日益恶化,生态旅游得到了现代人的一致青睐,国家森林旅游目的地以其良好的绿色生态环境受到游客的普遍认可。本文以典型国家森林旅游目的地——重庆市永川区为研究对象,运用聚类分析法对永川景区进行K平均值聚类并探寻各景区之间发展的差距,根据游客对永川区19个生态项目因子的重要性感知和生态旅游体验满意度感知的得分,构建了游客生态旅游体验质量IPA总体定位图,以期能够有效提升国家森林旅游目的地生态旅游的品牌效应。

With the increasing deterioration of urban environment, ecological tourism has been unanimously favored by modern people, and the national forest tourism destination is generally recognized by the tourists in its good green environment. This paper se- lects the typical national forest tourism destination in Yongchuan District of Chongqing as the research object, uses the cluster analysis method to analyze the average value of K in Yongchuan scenic area and explores the gap between the various scenic spots. Based on the tourists＂ perception of the importance of the 19 ecological factors in Yongchuan District and the satisfaction degree of ecological tourism experience, it constructs the overall positioning map of tourist ecological tourism experience qual- ity IPA in order to effectively enhance the eeotourism brand effect of the national forest tourism destination.