湖库型景区生态旅游保育对游客口碑传播意向影响——以福建省水口水电站为例

Impact of Lake and Reservoir Ecotourism Conservation on Tourists' Word-of-mouth Communication Intention: Taking Shuikou Hydropower Station in Fujian Province as an Example

生态旅游保育的独特性在于开发与保护并行,符合国家可持续发展的理念。以福建省水口水电站库区为研究对象,采取访谈及问卷调查的方式,从库区生态旅游的视角探究、分析生态旅游保育与游客口碑传播意向之间的关系,以期为湖库型生态旅游保育研究提供参考。研究发现,库区生态旅游保育各个维度均对游客满意具有显著影响,对游客口碑传播意向具有一定正向影响;游客口碑传播意向作为中介变量显著影响游客满意。

The uniqueness of ecotourism conservation lies in the parallel development and protection,which is in line with the concept of national sustainable development.This article selects the Shuikou hydropower station reservoir area in Fujian Province as the research object,adopts interviews and questionnaire surveys to explore the relationship between ecotourism conservation and tourist word-of-mouth communication intention from the perspective of ecotourism in the reservoir area,and analyzes it,in order to provide reference for research on lake and reservoir type ecotourism conservation.Research has found that all dimensions of ecotourism conservation in the reservoir area have a significant impact on tourist satisfaction,and have a certain positive impact on tourist word-of-mouth communication intentions;The intention of tourist word-of-mouth communication as a mediating variable significantly affects tourist satisfaction.