地方依恋视角下红色旅游资源的游憩价值评估——以韶山风景区为例

Evaluating Recreational Value of Red Tourism Resources Based on the Perspective of Place Attachment:A Case Study of Shaoshan

游客对旅游地的依恋情感是刺激旅游者重游的重要因素,因而地方依恋是一种不可忽视的旅游资源。测算旅游资源的游憩价值对旅游地的资源开发与管理具有实际参考意义,而将旅游者地方依恋纳入旅游资源游憩价值评估体系中有助于提高评估结果的科学性。文章以韶山风景区为案例地,在红色旅游的情境下将旅游者地方依恋纳入到传统旅行费用模型中,测算红色旅游资源的游憩价值,进而评估旅游者地方依恋的经济价值。研究发现,考虑地方依恋因素后,韶山风景区的总游憩价值为676.65亿元,每位旅游者的地方依恋经济价值为556.40元,对韶山总游憩价值的经济贡献率为19.2%,可见旅游者地方依恋具有相当可观的经济价值。文章证实了旅游者与旅游地的情感关系的经济效益,明确了游憩价值评估中纳入环境心理因素的必要性,可为红色旅游地的资源开发利用、游客管理和情感营销提供理论依据。

Tourists’ attachment to the destination is an important factor to stimulate their intention to revisit,so the place attachment is a kind of tourism resource that cannot be neglected.Evaluating the recreational value of tourism resource has practical reference for the development and management of tourism resource,and incorporating tourists’ place attachment into the evaluation system of recreational value of tourism resources can improve the scientificalness of the evaluation results.Taking Shaoshan as a case,this paper incorporated place attachment into typical travel cost model to evaluate the economic value of place attachment.Results indicated that after considering the factors of place attachment,the total recreational value of Shaoshan is 67.665 billion yuan,the economic value generated by place attachment of each tourist to Shaoshan is 556.4 yuan and the economic contribution rate of place attachment to total recreational value is19.2%,which reflects that place attachment of tourists has considerable economic value.Our findings confirmed the economic benefits of emotional bonds between tourists and destination,and revealed the necessity incorporating social psychological factors into the evaluation of recreational value,which provides theoretical basis for the tourism resources development,tourists management and emotional marketing of red tourism destinations.