沙漠旅游主客体系统及景区竞争优势：典型案例研究

发布时间：2018-06-22 14:31

本文选题：沙漠旅游 + 主体系统　；参考：《兰州大学》2011年博士论文

【摘要】：随着旅游业的发展,特别是生态旅游的兴起,沙漠旅游发展迅速,逐渐成为一种大众认可的新兴旅游产品。相应的,沙漠旅游研究也逐渐增多。国内的研究多集中在沙漠旅游发展现状,沙漠旅游资源的特点分析,资源的分布与分类、发展对策及产品开发等；国外研究多和生态旅游、可持续旅游、生态保护、社区利益增长结合在一起进行研究。相比之下,国内沙漠旅游和可持续发展问题研究较为粗浅,对沙漠旅游负面影响考虑的很少。国内外沙漠景区开发的力度都在加大,出现了一些有特色和代表性的景区。对旅游系统空间结构特征的把握及其在旅游开发、规划、经营、管理中的应用,是旅游科学的核心任务。为了把握沙漠旅游系统特征及其在旅游开发和管理中的应用,选取典型案例地对其中最为主要的主客体系统进行研究。巴丹吉林沙漠景区是阿拉善沙漠世界地质公园的主园区,沙坡头景区是国家首批AAAAA级景区,被专家誉为拥有“世界垄断性资源”,二者无论级别地位、景区规模,还是资源特色、开发模式等在我国沙漠景区中都具有鲜明的代表性。以其为典型案例进行沙漠旅游系统的研究并将二者竞争优势进行对比分析,据之提出我国沙漠旅游开发策略乃至旅游业发展模式,是十分必要的。客体系统方面,通过对景区概况、开发影响因子和SWOT模型分析后认为,巴丹吉林沙漠景区和沙坡头景区相同点均位于我国西北内陆,旅游资源丰富,品牌效应都已凸显,便于和周边旅游资源联合开发,且面临同质旅游地的空间竞争。不同之处是巴丹吉林景区的资源主体是高大沙山和湖泊及二者的奇异组合,而沙坡头景区的资源主体较为多样化。前者面临的主要问题是景点过于分散且可进入性差,而沙坡头景区是被一分为二。沙坡头景区相对于巴丹吉林景区经济区位和交通区位都较好。从开发类型上来看,巴丹吉林沙漠适合发展为以探险观光型旅游产品为主体,大众娱乐及休闲度假为辅助的景区。沙坡头适合发展为以观光娱乐和休闲度假为主体,探险及科考旅游为辅助的景区。在客体系统中,旅游环境容量限定了旅游景区的最适发展规模,对案例地巴丹吉林沙漠景区和沙坡头景区的旅游经济容量、资源空间容量、生态容量和心理容量逐一进行分析后认为,前者目前的限制性容量是经济容量,即依据旅游容量的理论和实际分析,前者旅游容量中限制性容量在不同发展阶段应该不同,在初级阶段应该是经济容量,在未来可能是生态容量或者资源空间容量；而后者更接近一个游览观光和乐园式的景区,如果游客不断增多的话,资源空间容量和生态容量应是首要的限制性因素。主体系统研究方面,调查组在2010、2011年国庆黄金周分两次在内蒙古巴丹吉林沙漠景区进行游客市场构成及游客行为调查。采取便利抽样法,总共发放问卷830份,回收有效问卷775份,调查结果通过EXCEL办公软件处理。结果显示,巴丹吉林沙漠景区男性游客比重(58.6%)明显高于女性(41.4%),游客相对于全国市场更趋于年轻化(45岁以下的游客占81.9%),并以高学历游客为主(大学专科以上的游客占83.9%),市场吸引半径很大,一级客源是内蒙古、甘肃、陕西、北京、上海、广东、浙江、江苏、福建、辽宁等,二级客源市场是重庆、宁夏、四川、湖北、河北、山西、河南等,海外市场主要是欧洲和东亚(韩国、日本)。客源市场在体现出游距离衰减规律的基础上,还叠加了开放度衰减和经济水平衰减的特征。以巴丹吉林沙漠景区为例,构建出游客的旅游决策模型,用七个阶段来描述：旅游动机产生、搜集信息、确定目的地和线路、进行预算、确定出游方式、最终采取决定和出游,具体决策细节与大众化成熟景区游客存在不同。游客巴丹吉林沙漠之行的主要动机是欣赏美景、放松心情、摄影、探险及寻求刺激、户外锻炼和体验不同的生活经历等,表现比较多样化,要求产品设计类型也应多样化,在巩固高端旅游市场的基础上扩大游客市场。旅游者感知价值对旅游地选择意向有重要影响,后者和旅游地的市场竞争力又密切相关。基于相关理论和前人经验,在试测和访谈的基础上自编感知价值问卷,经探索性因子分析和总体修正系数分析得到31个项目,满意度调查和行为意向调查各3个项目,总共37个项目,经验证性因子分析、信度和效度检验证明问卷设计比较合理。调查组于2010年国庆节期间在巴丹吉林沙漠发放并回收有效问卷464份(和当年的游客市场与行为调查同时进行),2011年清明节期间在沙坡头大漠景区发放并回收有效问卷223份。有效数据使用SPSS统计软件处理后得出沙漠旅游景区游客感知价值九大因子中,除感知成本外,感知利益各因子按重要性排序分别为资源价值、服务价值、设施价值、品牌价值、环境价值、特色价值、成就价值和教育价值。除性别变量外,年龄、文化程度、职业和月平均收入等特征在九大因子中的若干因子上都存在显著差异,这说明景区的设计、建设和广告营销应当实行差异化的策略。游客感知价值9个维度与行为意向之间的回归系数都达到极显著水平,说明感知价值对行为意向具有较好的预测能力；满意度对行为意向的影响也是显著正相关,因此要提升景区竞争优势,提高游客满意度同样重要。在此基础上对巴丹吉林沙漠景区和沙坡头景区的竞争关系进行了实证评估,结果表明：沙坡头景区感知利益各个维度、巴丹吉林沙漠景区感知利益中除服务价值和设施价值外的各个维度得分都在3分以上,说明游客对此评价较高,两景区的感知成本也超过3分(巴丹吉林沙漠和沙坡头分别是3.256分和3.110分),说明游客感觉此行的成本偏高；沙坡头景区的服务价值和设施价值显著高于巴丹吉林景区,而巴丹吉林景区的品牌价值明显高于沙坡头景区,从感知价值角度讲,两景区在“物超所值”的水平上进行竞争,但竞争或潜在竞争形态比较复杂,沙坡头景区竞争水平略高于巴丹吉林沙漠景区(感知价值得分为1.101分比1.042分)。巴丹吉林景区应当优先在提高顾客的设施价值和服务价值上做努力,两景区都要同时在“高利益”和“低成本”上下功夫。对本次研究进行总结后提出了沙漠景区开发原则,即重视环境暗示,设计与管理相互配合,注重体现资源设计与开发中的美学要素。在未来旅游开发中建议扩大宣传,完善设施,设计多样化的旅游项目,节事活动要提前宣传,规范行业管理,加大招商引资力度,合理分配旅游环境容量,旅游资源整合开发,开发深层生态旅游和加强安全体系建设。
[Abstract]:With the development of tourism, especially the rise of ecotourism, the desert tourism has developed rapidly and gradually become a popular new tourism product. Accordingly, the research on desert tourism is increasing. The domestic research focuses on the status of the development of desert tourism, the characteristics of desert tourism resources, the distribution and classification of resources, and the development of the tourism Strategy and product development and so on; foreign studies are combined with ecotourism, sustainable tourism, ecological protection and community interest growth. In contrast, the research on the problems of the domestic desert tourism and sustainable development is relatively shallow, and the negative impact on the desert tourism is very little. There are some distinctive and representative scenic spots.
To grasp the characteristics of the spatial structure of the tourism system and its application in tourism development, planning, management and management is the core task of the tourism science. In order to grasp the characteristics of the desert tourism system and its application in the tourism development and management, a typical case is selected to study the most main subject and guest system in the Jilin desert. The scenic area is the main park of the Alashan desert world geological park, and the Shapotou scenic area is the first AAAAA level scenic area of the country, which has been praised by the experts as "the world monopoly resources". The two people have distinct representativeness in the desert scenic spots in our country, regardless of the rank status, the scenic area, the resource characteristics and the development model. It is very necessary to study the desert tourism system and compare the competitive advantages of the two. It is very necessary to put forward the strategy of the development of the desert tourism and the development model of the tourism industry in China.
In the aspect of object system, after the analysis of the scenic spot, the development influence factor and the SWOT model, it is believed that the Jilin desert scenic spot and the Shapotou scenic spot are all located in the inland of Northwest China. The tourist resources are rich and the brand effect has been highlighted. It is easy to combine with the surrounding tourism resources and face the spatial competition of the homogeneity tourist sites. The main part of the Jilin scenic area is the bizarre combination of tall sand mountains and lakes and two people, and the resources of Shapotou scenic area are more diverse. The main problem facing the former is that the scenic spots are too scattered and poor in access, while the Shapotou scenic area is divided into two. The Shapotou scenic area is relative to the economic location of the ban Jilin scenic spot. From the type of development, the Jilin desert is suitable for the development of the tourist attractions as the main body, popular entertainment and leisure holidays as the auxiliary scenic spots. Shapotou is suitable for the development of tourism and recreation and leisure holidays as the main part, exploration and science tourism as auxiliary scenic spots.
In the object system, the tourist environment capacity limits the most suitable development scale of tourist attractions. After analyzing the tourist economic capacity, resource space capacity, ecological capacity and psychological capacity of the case of the Jilin desert and Shapotou scenic spots, the current restrictive capacity is economic capacity, that is, according to the tourist capacity. In the theoretical and practical analysis, the restrictive capacity of the former tourism capacity should be different in different stages of development. In the primary stage, it should be economic capacity, and in the future it may be ecological capacity or resource space capacity, and the latter is closer to a sightseeing and Paradise scenic area, if tourists continue to increase, resources space capacity and Ecological capacity should be the primary limiting factor.
In the study of the main body system, the survey group conducted the survey on the tourist market and tourist behavior in the Jilin desert area of Inner Mongolia in the 20102011 year National Day golden week. By the convenient sampling method, 830 questionnaires were issued and 775 valid questionnaires were collected. The results of the survey were processed through the EXCEL office software. The results showed that the Jilin sand of the city of Ba Dan. The proportion of male tourists in the desert scenic area (58.6%) is obviously higher than that of women (41.4%), and the tourists are more younger than the national market (81.9% of the tourists under 45 years of age), and the high degree tourists (83.9%) are mainly tourists (83.9% of the college students and above), and the market attracts a large radius. The first class visitors are Inner Mongolia, Gansu, Shaanxi, Beijing, Shanghai, Guangdong, Zhejiang, Jiangsu Fujian, Liaoning and so on, the two level passenger market is Chongqing, Ningxia, Sichuan, Hubei, Hebei, Shanxi, Henan and so on. The overseas market is mainly Europe and East Asia (Korea, Japan). On the basis of the attenuation law of the travel distance, the passenger market also superimposes the characteristics of the decline in openness and the attenuation of the economic level. The tourist decision model is described in seven stages: tourism motivation, information collection, destination and line, budget, travel mode, final decision and trip. The details of decision making are different from the tourists in the popular scenic area. The main motive of the tour of the Jilin desert is to appreciate beauty, Relaxation, photography, exploration and search for stimulation, outdoor exercise and experience of different life experiences are diversified, and the type of product design should be diversified, and the tourist market will be expanded on the basis of the consolidation of the high-end tourism market.
The perceived value of tourists has an important impact on the choice of tourist destination, and the latter is closely related to the market competitiveness of the tourist sites. Based on the related theories and previous experiences, the self-designed perceived value questionnaire is compiled on the basis of test and interview. 31 items are obtained by exploratory factor analysis and overall correction coefficient analysis. The satisfaction survey and behavioral intention are obtained. To investigate 3 projects, a total of 37 projects, confirmatory factor analysis, reliability and validity test proved that the design of the questionnaire was more reasonable. The survey group issued and recovered 464 valid questionnaires in the Jilin desert in 2010 during the National Day Festival (and the tourist market and behavior survey of the year), and in 2011 during the Qingming Festival in Shapotou. 223 effective questionnaires were issued and recovered in the desert scenic area. Among the effective data, the SPSS statistical software was used to obtain the nine factors of tourist perceived value of the desert tourist attractions. In addition to the perceived cost, the factors of perceived benefits were classified as resource value, service value, value of facilities, brand value, environmental value, characteristic value, and achievement price. Value and educational value. Except for gender variables, there are significant differences in the factors of age, education, occupation and monthly average income in the nine factors. This shows that the design, construction and advertising marketing of scenic spots should be differentiated. The regression coefficients between the 9 dimensions of tourist perceived value and behavior intention are all reached. The significant level shows that perceived value has a good prediction ability to behavioral intention, and the satisfaction has a significant positive correlation to behavior intention. Therefore, it is also important to improve the competitive advantage of scenic spots and improve the satisfaction of tourists. On the basis of this, the competitive relationship between the Jilin desert Scenic Area and Shapotou scenic area is empirically evaluated. The results show that the scores of each dimension in the perceived interests of Shapotou scenic area are above 3 points except service value and facility value, which indicates that tourists have higher evaluation and more than 3 points in two scenic spots (3.256 points and 3.110 points respectively in the Jilin desert and Shapotou). The tourists feel that the cost of the trip is high; the service value and the value of the facilities in the Shapotou scenic area are significantly higher than that of the Jilin scenic spot, and the brand value of the ban Jilin scenic spot is obviously higher than that of the Shapotou scenic area. From the perspective of perceived value, the two scenic area is competing in the "value exceeding" level, but the competition or potential competition form is more complex. The competition level of Shapotou scenic spot is slightly higher than that of the Jilin desert scenic spot (the score of perceived value is 1.101 points to 1.042 points). The Jilin scenic spot should make efforts to improve the value of the customer's facilities and service value, and the two scenic spots should work at the same time in the "high interest" and "low cost".
After summarizing this study, we put forward the principle of the development of the desert scenic area, that is, attaching importance to environmental suggestion, combining design and management, emphasizing the aesthetic elements in the design and development of resources. In the future tourism development, it is suggested to expand propaganda, improve facilities and design diversified tourism projects. The activities should be promoted in advance and regulate industry management. We should increase investment attraction, rationally allocate tourism environmental capacity, integrate tourism resources, develop deep eco-tourism and strengthen safety system construction.
【学位授予单位】：兰州大学
【学位级别】：博士
【学位授予年份】：2011
【分类号】：F592.7

【引证文献】