国家公园游客旅游生态补偿支付意愿及影响因素研究——以黄山风景区为例

TOURISTS' WILLINGNESS TO PAY FOR TOURISM ECOLOGICAL COMPENSATION AND THE INFLUENCING FACTORS IN NATIONAL PARKS:TAKE A CASE OF HUANGSHAN SCENIC AREA

了解与把握游客的旅游生态补偿支付意愿是实施旅游生态补偿政策的前提之一。以黄山风景区为例,通过问卷调查和条件价值法获取游客的支付意愿信息,并运用二元Logistic回归分析法从游客个人特征、旅游环境影响认知、游客满意度、重游意愿、生态补偿认知等4个方面对游客旅游生态补偿支付意愿的影响因素进行研究,旨在为国家公园旅游生态补偿机制的构建提供依据。结果表明:(1)国家公园游客具有较高的旅游生态补偿支付意愿。86.7%的游客表示愿意在每次游览黄山风景区支付旅游生态补偿金,仅有13.3%的游客不愿意支付。游客的支付意愿与游客自身的角色定位密切相关。(2)从回归结果来看,游客的性别、年龄、重游意愿和补偿必要性认知对旅游生态补偿支付意愿具有显著影响,女性游客支付意愿高于男性,年龄与支付意愿呈显著负相关,重游意愿和补偿必要性认知与其呈显著正相关关系。学历水平、月收入、旅游环境影响认知、满意度和补偿政策认知等变量对支付意愿在10%的显著性水平下不存在显著影响。但从统计结果来看,学历水平、黄山环境质量评价、环境破坏的担心度、生态环境的重要性、满意度对游客的支付意愿有一定的正向作用,游客月收入水平和补偿政策认知与支付意愿呈倒"U"型非线性关系。

It is one of the prerequisites for the implementation of tourism ecological compensation policy that to understand the willingness of tourists to pay for the tourism ecological compensation. This paper took Huangshan scenic area as an example to analyze the willingness to pay and the reason of rejection. In order to provide the basis for constructing the mechanism of tourism ecological compensation in national parks,the binary logistic regression was used to analyze the influencing factors of their willingness to pay,such as tourists ＇ personal characteristics,tourism environmental impact cognition,tourist satisfaction,tourist revisiting willingness and the cognition of ecological compensation. The results show that：（1） tourists have relatively high willingness to pay for tourism ecological compensation in Huangshan scenic area. When visiting the Huangshan,86. 7% of tourists expressed willingness to pay,while only 13. 3% of them rejected.（2） According to the regression results,the gender,age, revisiting willingness and the compensation necessity cognition have significant influence on willingness to pay. The willingness to pay of women is higher than that of men,and the age has an obviously negative effect on the willingness to pay. However,the revisiting willingness and the compensation necessity cognition have significantly positive impacts. The willingness to pay at 10% significance level is barely influenced by the other 7 factors,such as education level,monthly income,tourism environmental impact cognition,tourist satisfaction and the compensation policy cognition. However,the statistical results suggest that education level,environmental quality assessment,the fear of environmental damage,the importance of ecological environment and tourist satisfaction have positive effects on the willingness to pay for the tourism ecological compensation. The monthly income and compensation policy cognition have the inverted ＂U ＂type nonlinear relationship with the willingness to pay.