野生动物旅游场所涉入实证分析:以澳大利亚班布里海豚探索中心为例

Research on Place Involvement in Wildlife Tourism:A Case Study of Dolphin Discovery Center in Bunbury,Australia

对前往澳大利亚班布里海豚探索中心的访客进行调研,运用K-means聚类分析、方差分析等定量方法,分析游客对野生动物旅游中场所涉入程度及差异性。得到以下主要结论:受访者依据涉入程度不同分为浅度场所涉入、深度场所涉入和中等场所涉入,样本总体的场所涉入程度归属深度场所涉入;不同游客特征对野生动物旅游风险的感知具有差异性,年龄和学历对场所涉入存在显著性差异(p≤0.05),性别、收入和家庭状况在场所涉入上均无显著性差异;旅游行为中停留时间、场所消费、信息来源和满意度对场所涉入具有显著性差异(p≤0.05)。研究结果对野生动物保护、目的地管理和市场营销有一定的借鉴和启示意义。

Involvement is one of the important dimensions to understand tourists'purchase decisions;hence the research on place involvement will help to understand the rule of the tourist behavior and revisit characteristics.This research aimed to analyze the place involvement of tourists in Dolphin Discovery Center(DDC)Bunbury,West Australia.K-Means clustering analysis method,variance analysis and Sheffe post-test were combined to examine the extent of place involvement for DDC and demographic differences.The main conclusions were as following:based on different place involvement degree,wildlife tourists were divided into deep place involvement,medium place involvement,and light place involvement;tourist involvement in the wildlife tourism place was deep for the overall sample;demographic characteristics,age and education degree had significant differences(p≤0.05),while gender,income and family had no significant difference;stay time,consumption in site,information sources and satisfaction had significant difference in place involvement(p≤0.05).Additionally,the conclusions from this research can provide guidance and applicance to wildlife conservation,destination management and marketing.