游客对边疆地区旅游目的地的信任度分析——以禾木村为例

Tourists’ Trust Degree in Tourism Destinations of Frontier Regions——Taking Hemu Village as an Example

游客对旅游目的地的信任既会影响旅游者的出游决策,又关乎旅游地旅游业的长远发展。禾木村作为边疆地区的典型代表,其独特的人文和自然景观吸引着越来越多的游客,成为大众游客向往的旅游目的地之一,而培育游客忠诚度和提升禾木口碑成为当前最主要的任务之一。为了深入了解游客对边疆地区旅游目的地的信任情况,通过开展实地问卷调研,剖析了游客对禾木村旅游区的信任度;基于因子分析方法,根据不同因子的特征分别提取环境信任因子、服务信任因子和设施信任因子等3个因子,并基于成分得分系数矩阵计算出3个公因子的得分;结果显示,游客对禾木村的服务因子信任度最高,其次是环境因子,设施信任因子最低。最后,从完善基础设施建设、提高服务水平、发挥当地资源优势等3个方面提出了提升边疆地区旅游目的地游客信任度、促进边疆地区旅游业可持续发展的建议。

Tourists’ trust in tourist destinations not only affects their travel decisions, but also affects the long-term development of tourism in tourist destinations. Hemu village, as a typical representative of frontier settlement villages, has attracted more and more tourists with its unique cultural and natural landscape, which has become one of the tourist destinations for mass tourists, while cultivating tourist loyalty and improving Hemu’s reputation have become one of the most important tasks at present. In order to deeply understand the tourists’ trust in tourist destination of frontier regions, the tourists’ trust in Hemu village was analyzed through field questionnaire survey. Based on the factor analysis method, three factors including environment trust factor, service trust factor and facility trust factor were extracted according to the characteristics of different factors, and the scores of the three common factors were calculated based on the component score coefficient matrix. The results showed that tourists had the highest trust in the service factor of Hemu village, followed by the environment factor, and the facility trust factor was the lowest. Finally, suggestions on improving the trust of tourists and promoting the sustainable development of frontier regions tourism were put forward from three aspects, such as perfecting the infrastructure construction, improving the service level and developing local resource superiority.