基于旅游者支付意愿的生态旅游发展研究

Study on the development of ecotourism based on the willing to pay of tourist

以需求侧为视角,以广义的生态旅游者为出发点,对旅游者的支付意愿进行讨论。在前人研究成果的基础上整合旅游者生态旅游支付意愿的概念模型,在用实际调查的数据对结构方程模型进行检验的基础上,讨论环境态度、生态旅游意愿、价值取向、生态旅游感知以及生态旅游满意度等对旅游者生态旅游支付意愿的影响,据此从政府主导推动生态旅游发展、改革市场行为激发生态旅游意愿、加强旅游管理提升生态旅游感知、多种途径提高生态旅游满意度等方面进一步探讨我国生态旅游的发展对策。

Based on the side of demand side,it studies on the willing to pay（ WTP） for ecotourism with the ecological tourists as the starting point in the broad sense. Depend on the previous research findings,this paper proposes structural equation model of WTP,and tests the structural equation modeling by the actual survey data. It studies the influencing of environment attitude,ecotourism intention,value orientation,ecotourism perceived value,and tourist satisfaction on the WTP. At last it discusses on the development countermeasures of ecological tourism in China,for instance,the government is the leading motive force of the ecotourism development,marketing actions can motivate ecotourism intention,the tourism management will rise up the tourist＇s ecotourism perceived value,and a variety of ways improve the tourist satisfaction.