农业旅游地游客感知结构模型与应用——以西南少数民族地区为例

从旅游者感知视角分析少数民族地区农业旅游地发展中出现的问题并探讨解决方法。采用SEM结构方程对3个西南少数民族地区国家农业旅游示范点地进行研究。结果表明,所构建的农业旅游者感知模型具有跨样本一致性特征,有较强解释力。研究首次运用结构方程单独定量验证少数民族地区特色旅游商品对旅游者满意度与忠诚度的显著影响(γ13＝0.26 ^** ),同时揭示农业旅游地游客满意度与忠诚度的显著关联(β21＝0.88 ^*** ),旅游资源与软件服务对游客满意度的显著影响(γ11＝0.48 ^*** ,γ12＝0.20^*),并且发现旅游硬件服务与游客满意度之间不存在必然联系,少数民族农业旅游地自然风光、乡村风貌、民族风情等主题特色的保持与挖掘是吸引旅游者的关键因素。

A study on the Structural Equation Model and its application to tourist perception for agri-tourism destinations: Taking southwest minority areas as an example

Analyzing problems and solutions emerged with the development of agri-tourism destinations in minority areas from the angle of tourist perception is of theoretical and practical significance for solving "three agricultural problems", promoting the construction of new socialist countryside in minority areas and even the whole western area. Using Structural Equation Model(SEM), the paper analyzed three national agri-tourism demonstration sites in southwestern minority areas. The results show that tourist perception model proposed in this paper has more convincing explanation capabilities. The remarkable impacts of featured tourism commodities on tourists' satisfaction and loyalty is solely and quantitatively verified for the first time through application structural equation (γ13＝0.26 ^** ), The load of both observed variables named the feature and the quality of tourism commodities are over 0.8 ^*** , which give sufficiently support for the hypotheses.The research conclusion also indicates that tourists’ satisfaction and loyalty has obvious positive relationships (β21＝0.88 ^*** ), tourism resources and software service are obviously related to tourists’ satisfaction (γ11＝0.48 ^*** ,γ12＝0.20^*), while tourism hardware service is not necessarily correlated to tourists’ satisfaction. The article quantitatively verified that the key factors attracting tourists for the agri-tourism destinations in minority areas lie on conservation and exploitation of thematic features such as natural scenery, rural scene and minority folk-custom. Exploitation and protection of abundant agri-tourism resources characterized by "two local, three countryside" (local country characteristics, local resources, countryside environment, countryside folk-custom, countryside life) are critical factors. Visitors to agri-tourism destinations in minority areas mainly come from cities inside the province or provinces nearby, among which the urban citizens who have received junior college education and whose monthly individual income ranges from RMB1000 to 4999 are the core customer group. Tour motive mostly derived from the expectation of experiencing village life, leisure and amusement, sightseeing, and enjoying local folk-custom. Hence, in the process of developing agri-tourism, a relaxing and comfortable environment will have better effect on attracting tourists.