环城游憩体验价值的多层结构体系对游客行为意向的影响机制研究

With the increasing of citizens' tourism recreational demand and the implementation of China's vacation system, recreation around metropolis (RAM) has developed quickly now in China and has played an important role in the domestic tourism industry. However, there are still many problems in it including the lack of attraction of the products, unsatisfaction of tourists, and low investment efficiency. In the experiential economy era，increasing tourists' experiential value to strengthen their behavioral intention after touring is the effective way to upgrade the competitive advantages of the RAM areas. It's also urgent to make researches on RAM experiential value's structure system and its influence mechanism on tourists' behavioral intention. Researcher of this project will choose RAM tourists as the research objects and based on the two big-scaled questionnaire surveys, make the analysis of the issue with related theories. (1) To carry out experiential value questionnaires by designing the indexes based on literature review and depth interviews of RAM tourists, make an explorative factor analysis to get the dimensions and then make an attribute division to construct a RAM experiential value structural system.(2) To analyze the hierarchical relationships of different attributes of experiential value and then to construct a structural equation model of the relationships between RAM experiential value and the behavioral intentions after touring, including the relationships among the intervening variables. Based on the empirical study, to verify RAM experiential value's multilevel structure system and study its influence mechanism on tourist's behavioral intentions.(3) To make a cluster analysis based on RAM experiential value's multilevel structure system for exploring the RAM consumption characteristics with the high level of experiential value.

随着国民旅游休闲需求增长和我国休假制度实施，环城游憩迅速发展，在国内旅游中占据日益重要地位，但实践中普遍存在产品缺乏吸引力、游客不满意及投资效益低等问题。在体验经济时代背景下，提升游客体验价值以增强游后行为意向是环城游憩地提升竞争优势的有力途径，环城游憩体验价值的结构体系及其对游客行为意向的影响机制成为亟需研究的理论问题。本课题将以环城游憩游客为研究对象，在两次大规模问卷调查基础上进行分析。（1）通过文献分析和对环城游憩游客的深度访谈，全面提炼指标进行体验价值感受问卷调查，采用探索性因子分析提取维度并进行属性划分，构建环城游憩体验价值结构体系；（2）提出体验价值不同属性间的层次关系，构建环城游憩体验价值各维度与行为意向及其中介变量关系的结构方程模型，通过实证分析，验证环城游憩体验价值多层结构体系并揭示其对行为意向的影响机制；（3）据此结构体系采用聚类分析探寻高体验价值的环城游憩行为特征。

国民旅游休闲需求增长和我国休假制度实施促使人们的旅游结构发生重大变化，环城游憩迅速发展，在国内旅游中占据重要地位，城市周边休闲农庄、主题公园及户外运动营等各类型游憩地数量快速增长，但开发中普遍存在着产品经营粗放、缺少名牌精品、价格竞争激烈、游客回头率低及投资效益低等问题。在体验经济时代背景下，提升游客体验价值以增强游后行为意向是环城游憩地提升竞争优势的有力途径，环城游憩体验价值的结构体系及其对游客行为意向的影响机制是亟需研究的理论问题。本课题以环城游憩游客为研究对象，在游客访谈、网络评论挖掘以及两次大规模问卷调查基础上进行研究。（1）分析环城游憩发展背景，构建由游客、当地居民、政府和旅游企业四大主体，需求、供给、支持、中介和生态五大子系统共同组成的发展动力系统。（2）通过文献分析和对环城游憩游客的深度访谈，全面提炼体验价值指标，采用网络文本分析方法，进行环城游憩体验价值感知探索。选择了50个环城游憩地，用Rost Content Mining软件对游憩地评论进行分词和词频统计，初步探索出环城游憩体验价值的感知特征和构成指标。（3）在网络文本分析、文献研究及游客访谈基础上，设计环城游憩体验价值感受问卷进行调研，采用探索性因子分析区分维度，并进行属性划分。确立环城游憩体验价值由功利类体验价值和情绪类体验价值两大类构成，涵盖功能价值、经济价值、情境价值、情感价值及认知价值五个维度26个指标。（4）基于理论分析，提出体验价值不同属性间的层次关系，构建环城游憩体验价值各维度与行为意向及其中介变量游客满意度关系的TEVSB模型，通过问卷调查获取数据，进行信度效度检验、结构方程适配检验及中介效应检验，验证了环城游憩体验价值多层结构体系并揭示其对行为意向的影响机制。（5）对体验价值维度进行聚类分析，归纳体验价值水平类型，分析不同体验价值水平在各消费类型上的分布特征，发现体验价值较高的行为特征，为环城游憩进一步开发和科学管理提供借鉴。