摘要
在草原旅游快速发展的背景下,从游客感知视角建立旅游目的地竞争力的评价体系,有利于促进草原旅游竞争水平提高,对其发展具有借鉴意义。本研究基于游客感知视角建立结构方程模型,以新疆赛里木湖和那拉提草原为例,进行实证研究。运用验证性因子分析、复核效度检验以及恒等性检验的方法,证实游客感知理论模型具有跨样本的稳定性。均值结构模型比较结果显示:游客对赛里木湖的游览感知、服务感知、环境感知和形象感知均优于那拉提,且达到显著水平。本研究通过测量草原旅游地与游客之间的交互作用,证实了“游客感知–游客态度–目的地竞争力”的研究思路。其中,服务感知对游客态度影响最为显著,表明草原旅游地建设应该重点加强对服务质量的提升。游览感知、环境感知以及形象感知正向影响游客态度,旅游目的地可根据自身劣势提出相应改善措施,提升目的地竞争力。
With the rapid development of grassland tourism,setting up a system to evaluate the competitiveness of tourism destinations based on tourist perception is conducive to improve the level of competition in the tourism industry,and has a reference significance for its development.This study establishes a structural equation model based on tourist perception.Empirical research was conducted taking Sayram Lake and Narati Grassland in Xinjiang as examples.Confirmatory factor analysis,validity test,and identity test were applied to prove that the theoretical model of tourists'perception is stable across samples.The mean structure model showed that the tourist perception of Sayram Lake is superior to that of Narati Grassland in terms of touring perception,service perception,environment perception,and image perception,and the differences were significant.By measuring the interaction between grassland tourism and tourists,the research idea of“Tourist Perception–Tourist Attitude–Tourism Destinations Competitiveness”can be confirmed.Among them,service perception had the most significant impact on tourists’attitude,which shows that the grassland tourism destination management should focus on improving the quality of service.Touring perception,environment perception,and image perception affect positively.Application of this model can help tourism destinations suggest improvement measures corresponding to their own disadvantages to enhance their competitiveness.
作者
冶建明
王汇涵
李静雅
贺明阳
姚岚博
YE Jianming;WANG Huihan;LI Jingya;HE Mingyang;YAO Lanbo(Shihezi University Agricultural College,Shihezi 832003,Xinjiang,China)
出处
《草业科学》
CAS
CSCD
2020年第9期1749-1759,共11页
Pratacultural Science
基金
兵团社科基金(18YB08)
教育部人文社会科学研究青年基金(17YJCZH227)。
关键词
草原旅游
目的地竞争力
结构方程模型
游客感知
赛里木湖
那拉提草原
grassland tourism
destination competitiveness
structural equation model
tourist perception
Sayram Lake
Narati Grassland
