森林公园游客重游意愿影响因素实证研究——以福建省莆田市九龙谷国家森林公园为例

An Empirical Study on the Influencing Factors of Tourists’ Revisit Intention in Forest Park——Taking Jiulonggu National Forest Park in Putian City, Fujian Province as an Example

研究森林公园游客重游意愿的影响因素,有助于促进当地经济发展,推动生态文明建设。文章以计划行为理论为基础,创新性地建立了游客重游意愿的三维度(行为态度、主观规范、感知行为控制)因素影响模型,以福建省莆田市九龙谷国家森林公园现场游客的随机抽样数据为基础,同时采用多元有序和无序的Logistic回归分析对森林公园游客重游意愿的影响因素进行实证研究。多元有序Logistic回归结果显示:认为游憩价值一般的游客的重游意愿是认为游憩价值非常高的游客的0.175倍;认为森林公园的资源状态很好的游客的重游意愿是认为森林公园的资源状态一般的游客的重游意愿的2.907倍,具有创新性;认为比较拥挤、一般拥挤的游客的重游意愿分别是认为不拥挤的游客的0.282倍、0.166倍;旅游满意度为一般、满意的游客的重游意愿分别是旅游满意度为非常满意的游客的0.029倍、0.074倍等。多元无序Logistic回归结果显示:交通时间为1小时以内、2~3小时的游客重游意愿由愿意提升至非常愿意的可能性分别是交通时间为5小时以上的游客的4.894倍、4.311倍;参观特色景观数为1~2处及3~4处的游客的重游意愿由愿意降低为无所谓的可能性分别是参观特色景观数为5处以上的游客的26.499倍、12.437倍,具有创新性。基于研究结论得出政策启示:加强森林公园资源保护;优化森林公园服务质量,提高游客旅游满意度;宣扬森林公园特色景观;降低游客旅途交通耗时。

Studying the influencing factors of tourists’ willingness to revisit in forest park will help to promote local economic development and promote the construction of ecological civilization. Based on the theory of planned behavior, this paper creatively establishes a three-dimensional factor(behavior attitude, subjective norms and perceived behavior control)influence model of tourists’ revisit intention. Based on the random sampling data of on-site tourists in Putian Jiulonggu National Forest Park, and using multiple ordered and disordered Logistic regression analysis, this paper makes an empirical study on the influencing factors of tourists’ revisit intention in forest park. The results of multiple ordered logistic regression analysis show that tourists with average recreational value are 0.175 times more willing to revisit than those with very high recreational value. The revisit intention of tourists who think that the resource state of the Forest Park is good is 2.907 times that of tourists who think that the resource state of the Forest Park is general, which is innovative. It is considered that the revisit intention of more crowded and generally crowded tourists is 0.282 times and 0.166 times higher than that of non crowded tourists.The revisit intention of tourists with average and satisfied travel satisfaction is 0.029 times and 0.074 times than of very satisfied tourists respectively. The results of multiple disordered logistic regression analysis show that tourists with traffic time less than 1 hour and 2 ~3 hours are 4.894 times and 4.311 times more likely to increase their willingness to revisit from willing to very willing than tourists with traffic time more than 5 hours. The revisit intention of tourists who visit 1 2 and 3 4 characteristic landscapes is reduced from willingness to indifference,which is 26.499 times and 12.437 times higher than that of tourists who visit more than 5 characteristic landscapes respectively, which is innovative. The following policy implications are obtained: strengthening the protection of forest park resources, optimizing the service quality of the Forest Park and improving tourist satisfaction, promoting the characteristic landscape of the Forest Park, reducing the travel time of tourists.