龙佳休闲山庄非使用价值认知与支付意愿研究

发布时间：2018-05-22 16:37

本文选题：旅游者视角 + 休闲农场　；参考：《福建农林大学》2017年硕士论文

【摘要】：随着经济的快速发展、城市化进程的不断加快、以及人们生活水平的不断提高,越来越多的城市问题开始出现,人们的消费观念也开始发生改变,休闲农业旅游成为人们休闲度假的新去处。社会经济的发展、市场的需求、人们收入的增加以及国家对法定节假日的不断优化调整,为休闲农业发展带来的新的机遇。然而,在利益的驱使下,越来越多的经营者只注重休闲农业短期的利益,忽视其生态资源的合理规划和管理,加之缺乏对休闲农业非使用价值的正确认知和评估,出现了休闲农业生态资源和环境遭到破坏等一系列的问题。正确认识和评价山庄生态资源和环境的非使用价值,有利于山庄在资源规划、资源保护及其可持续发展等方面起到提高和促进作用。本文以龙佳山庄为研究取样点,采用条件价值评估法,通过问卷调查游客对于山庄生态资源保护的支付意愿,得到本文研究的基础数据。利用SPSS软件对样本特征进行二项和多项Logistic回归处理分析,对影响游客的支付意愿和支付意愿值(WTP)的因素进行了相关分析。结果表明:(1)游客对龙佳山庄生态资源保护价值支付意愿的区间为(33.82,39.22)元,结合山庄年客流量约80万/人次,得出龙佳休闲山庄生态环境非使用价值在1577.37-1829.22万元之间。(2)影响龙佳山庄游客支付意愿和WTP值的主要因素是游客受教育程度、收入水平、职业、对山庄生态资源的了解程度、山庄的环境条件、门票价格、体验活动设计,因此要合理设定门票价格、进一步提高山庄环境条件、创新体验活动设计,来提高游客的支付意愿。最后,本文总结了研究存在的问题和不足之处,并提出了全面提升游客各方面感知价值,提高游客的价格感知,加强游客满意度管理等方面提升游客的支付和重游意愿,促进农庄的长期健康发展。
[Abstract]:With the rapid development of economy, the accelerating process of urbanization and the continuous improvement of people's living standard, more and more urban problems have begun to appear, and people's consumption concept has also begun to change. Leisure agricultural tourism has become a new place for people to take leisure vacations. The development of social economy, the demand of the market, the increase of people's income and the continuous optimization and adjustment of the state to the statutory holidays bring new opportunities for the development of leisure agriculture. However, driven by interests, more and more operators only pay attention to the short-term interests of leisure agriculture, ignore the rational planning and management of their ecological resources, and lack the correct cognition and evaluation of the non-use value of leisure agriculture. There appeared a series of problems such as the destruction of ecological resources and environment of leisure agriculture. A correct understanding and evaluation of the non-use value of the ecological resources and environment is beneficial to the improvement and promotion of the village in the aspects of resource planning, resource protection and sustainable development. This paper takes Longjia Villa as the sampling point, adopts the method of conditional value evaluation, and obtains the basic data of this paper through questionnaire survey of tourists' willingness to pay for the ecological resources protection of the village. The binomial and multi-item Logistic regression analysis of sample features was carried out by using SPSS software, and the factors influencing tourists' willingness to pay and the value of willingness to pay were analyzed. The results show that the range of tourists' willingness to pay for the ecological resources protection value of Longjia Villa is 39.22) yuan, and the annual passenger flow of the villa is about 800000 per person. It is concluded that the non-use value of the ecological environment of Longjia Leisure Villa is between 1577.37-182922 million yuan.) the main factors influencing the tourists' willingness to pay and the WTP value are the educational level, income level, occupation and understanding of the ecological resources. Therefore, it is necessary to set the ticket price reasonably, further improve the environmental conditions of the villa, and innovate the design of experience activities to improve the willingness of tourists to pay. Finally, this paper summarizes the existing problems and shortcomings of the study, and puts forward a comprehensive promotion of tourists in all aspects of perceived value, improve the price perception of tourists, strengthen the management of tourist satisfaction and other aspects to enhance the willingness of tourists to pay and re-visit. To promote the long-term and healthy development of the farm.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.4;F592;F713.55

【参考文献】