基于IPA方法的乡村生态旅游游客价值感知影响因素分析——以广西钟山县龙岩生态村为例

Based on IPA method research on the influencing factors of tourists' perception of values in rural ecotourism: taking an ecological village of Longyan in Zhongshan County, Guangxi province as an example

为探索影响游客乡村旅游价值感知的影响因素,促进乡村旅游及绿色文明发展,实现农业现代化,通过对广西钟山县龙岩生态村234名游客实地调查,建立了乡村旅游游客价值感知影响因素评价体系,运用因子分析、IPA分析等方法进行实证分析,研究结果表明:环境价值、游玩价值、产品服务价值和感知价格是影响游客价值感知四大重要方面,旅游地娱乐与购物价格、游玩项目、地方特色农产品等是影响游客感知价值评价重要因素,据此提出发挥当地优势、实施差异竞争、建立立体宣传、加强规范管理等乡村生态旅游发展策略建议。

The study aims to explore the influencing factors of tourists’perception of rural tourism value,promote the development of rural tourism and green civilization and realize agricultural modernization.On the basis of a field survey of234tourists in an ecological village of Longyan in Zhongshan county in Guangxin province,this thesis establishes an evaluation system for the influencing factors of tourists’perception of values in village tourism.The factor analysis and IPA analysis are employed to conduct the empirical analysis.And results show that environment,entertainment,service,and price are the four important aspects affecting tourists’perception of values,and the local entertainment and shopping prices,entertainments,local specialty agricultural products are important factors affecting tourists’perceived values.Thus this paper proposes suggestions for the development of rural ecotourism.