草原旅游地游客感知价值、地方认同与行为意向关系研究

Relationship among tourists’ perceived value,place identity and behavior intention in grassland tourism

随着社会民众对草原资源认识的逐渐深入,草原旅游日渐兴起,如何进一步提升游客游憩质量和满意度,有效满足游客日益多元化的体验需求,成为完善草原景区经营建设和可持续发展的关键问题。文中基于新疆草原旅游地游客问卷的数据分析,构建草原旅游地游客感知价值、地方认同与行为意向的结构方程模型。研究观测变量对潜变量的影响程度以及潜变量之间的内在机理与关联特征。结果表明:游客感知价值正向影响地方认同,地方认同正向影响行为意向,感知价值以地方认同为中介变量间接影响行为意向。

With the gradual deepening of the public’s understanding of grassland resources, and the grassland tourism increasingly rising, consequently, how to furtherly improve the recreational quality and satisfaction of tourists, and effectively meet the tourists’ diversified demands for experience have been becoming the key issues for completing the business construction and sustainable development of grassland tourism. Based on the data analysis of questionnaires for the tourists of grassland tourism in Xinjiang, we constructed the structural equation model of perceived value, place identity and behavior intention of tourists in grassland tourism, to study the influencing degrees of observed variables on talent variables and internal mechanism, and correlated feature among talent variables. The result indicated that tourists’ perceived values have positive effect on place identity, place identity has positive effect on behavior intention, perceived value indirectly affects behavior intension with place identity as mediate variable.