基于SEM的华南植物园环境解说效果评价

Environmental Interpretation in South China Botanical Garden: An Effectiveness Assessment Based on SEM

采用线路调查法与问卷调查法,运用SPSS分析华南植物园的专业型、探索型、偶然发现型、逃避型等四类游客选择与使用不同媒体的相关性。认为应通过提高讲解内容的趣味性和吸引力,让重游率最高的偶然发现型游客变被动接受为主动吸取。根据环境解说系统解说效果理论模型,运用AMOS进行结构方程模型(SEM)分析,得到拟合后的解说效果模型,认为华南植物园环境解说应采用大众传播效果依赖模式,指出存在缺乏人文关怀、忽略认知体验、游客解说体验不足、内容缺乏趣味性等问题,提出应从解说理念、解说主题、解说内容、解说媒体等四方面进行优化。

Using line survey and questionnaire survey, the correlation between tourists（termed, seeker, stumble, and shadower or shunner） and interpretation media in South China Botanical Garden was analyzed through SPSS in this study. The results suggested it should improve the interesting and attractive of interpretation contents to change the attitude of the stumble, the highest revisit rate tourists, passive acceptance to active absorption. The explanation effect model was acquired according to the effect theory model of environmental interpretation system by SEM analysis. It was found that South China Botanical Garden environmental interpretation system should use the Mass Communication Effect Dependency model. South China Botanical Garden environmental interpretation system had some disadvantages, including lacking of humanistic care, ignoring cognitive experience, insufficient visitor interpretation experience and lacking of interesting contents, and it should improve itself from four aspects, including concept, theme, content and media.