区域温泉旅游产品游客感知价值及产品优化研究——以广东省河源市为例

Perceived Value and Optimization of Regional Hot Spring TourismProducts: The Case of Heyuan in Guangdong Province

随着温泉旅游产业的快速发展和温泉旅游者的增多,探索温泉旅游产品游客感知价值对于了解温泉旅游市场尤为重要。河源作为珠三角的“后花园”,温泉旅游产品非常丰富。通过理论梳理和实证研究发现,河源温泉旅游产品游客感知价值包括硬件设施、交通条件、温泉功能价值、服务水平、产品价格、卫生环境6个因子;其中,硬件设施、温泉功能价值、产品价格、卫生环境这4个因子对旅游者满意度和旅游者行为意图影响显著。建议完善温泉旅游产品硬件设施,塑造温泉旅游产品特色品牌,打造温泉特色旅游线路,保障温泉旅游卫生安全。

With the rapid development of the hot spring industry and the increase in the number of hot spring tourists,it is particularly important to explore the perceived value of hot spring tourism products in order to understand the hot spring market.As the backyard of the Pearl River Delta,Heyuan is rich in hot spring tourism resources and hot spring holiday products.The perceived value of hot spring tourism products in Heyuan consists of six dimensions:hardware facilities,traffic conditions,hot spring s functional value,service level,product price,and sanitary environment,among which hardware facilities,hot spring s functional value,product price,and sanitary environment have a significant impact on tourists behavioral intentions.It is suggested to improve the hot spring tourism infrastructure,to create characteristic brands of hot spring tourism products,to create special hot spring tourism routes,and to ensure the sanitation and safety of hot spring tourism.