基于游客感知视角的葡萄酒旅游吸引力体系构建与分析——以贺兰山东麓葡萄酒庄园为例

Construction and analysis of wine tourism attraction system based on tourists’perception——Taking wine manors at eastern Helan Mountain as examples

目前,我国已成为葡萄酒主要的消费和生产国之一,作为美食旅游重要形态的葡萄酒旅游,在提升产业附加值,促进葡萄酒文化传播等方面都起到了积极作用。但完善的葡萄酒旅游吸引力体系还未建立,产业的经营管理还存在着方向不明、业态雷同等一系列问题。葡萄酒庄园是葡萄酒旅游业发展的重要抓手和核心吸引物,以宁夏贺兰山东麓知名葡萄酒产区的5家酒庄作为样本地,通过实证研究,基于游客感知视角,构建葡萄酒旅游吸引力体系;提出了丰富葡萄酒的体验价值、加强葡萄酒文化的传播与推广、重视葡萄酒旅游的休闲康养功能、提升葡萄酒庄园景观的旅游审美等提升葡萄酒旅游吸引力的具体策略。

At present,China has become one of the main consuming and producing countries of wine.As an important form of gourmet tourism,wine tourism has played an active role in enhancing industrial added value and promoting the spread of wine culture.However,a perfect wine tourism attraction system has not yet been established,and there are still a series of problems in the operation and management of the industry such as unclear orientation and similar business activities.The wine manors are important starting points and core attractions for the development of wine tourism.Taking five wineries in the well-known wine brewing region of Helan Mountain in Ningxia as examples,a wine tourism attraction system is constructed based on the tourists’perceptions through empirical research.From the perspective of enriching the experience value of wine,strengthening the spread and promotion of wine culture,attaching importance to the leisure and well-being function of wine tourism,and enhancing the tourism aesthetics of wine estate landscapes,specific strategies for enhancing the attractiveness of wine tourism are proposed.