基于游客网络点评的房车营地发展影响因素和机理——以苏州太湖房车露营公园为例

Influencing Factors and Mechanism of Campgrounds Development Based on Tourist Online Reviews: A Case Study of Suzhou Taihu RV Camping Park

房车营地带动了环境保护、旅游开发、基础设施建设和公共服务完善等领域的新投资与新供给,蕴藏着巨大的发展潜力。该文以苏州太湖房车露营公园为例,基于游客的网络点评,分析游客的感知因素和态度评价,得出营地发展的影响机理,主要结论为:1)露营游客对自驾车房车营地的感知因素主要为自然环境、配套设施、房车酒店、休闲娱乐、管理服务和感知价值6类一级因素。2)房车酒店、休闲娱乐和自然环境是自驾车房车营地供给的主要旅游产品,是营地的供给层要素;配套设施和管理服务是完善营地供给和满足游客需求的基础支撑,是影响营地发展的中介层要素;感知价值(主要为"教育价值"、"休闲价值"和"社会价值")是游客旅游需求的体现,反映了营地的需求层要素。前5类因素影响游客感知价值的实现。3)对于自驾车房车营地的发展而言,特色化、多样化产品供给形成推力,设施设备和管理服务问题产生阻力,差异化市场需求提供拉力。

Campgrounds bring new investment and supply to the environmental protection,tourism development,infrastructure and public services improvement,and other fields,that have a huge development potential.This paper took Suzhou Taihu RV Camping Park as an example,analyzed tourists′ perception elements and attitude evaluation based on tourist online reviews.The influence factors and mechanism of campgrounds development were constructed.Conclusions are as follows.1) The main perception elements of camping tourists on self-driving campgrounds are the natural environment,supporting facilities,RV hotel,leisure and entertainment,management and services,and perceived value.2) The natural environment,RV hotel,leisure and entertainment are the main tourist products supplied by the self-driving campgrounds,and are the main attractions of the camp.Supporting facilities and management services are the basic support for improving the supply of camps and meeting the needs of tourists,they are intermediary factors that affect the potential of the campground development.The perceived value of tourists is the development competitiveness of the camp,mainly for 'educational value', 'leisure value' and 'social value'.The premier 5 factors are the important factors influencing the realization of tourists’ perceived value.3) For the development of self-driving campgrounds,the supply of characteristic and diversified products is thrust,the problems of facilities and management services are resistance,and the difference in market demand provides pull.