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基于北京入境游客的一手调查数据,建构入境游客对北京旅游供给感知与行为态度结构方程假设模型,测度入境游客对北京旅游供给的感知维度及对其行为态度的差异。入境游客对北京旅游供给感知可归纳出9大维度因子,即景区标识与宣传、旅游交通、城市人文环境、城市自然环境、旅游活动、景区景点、旅游安全与保障、旅游服务及旅游信息因子,具体指标路径系数基本上均大于0.5。城市人文环境、旅游安全与保障、景区标识与宣传方面游客感知程度较深,城市自然环境与旅游信息方面游客感知程度较弱。旅游供给感知对游客满意度、推荐意愿与重游意愿影响值依次为0.63、0.61与0.48。
Based on the first-hand survey data of inbound tourists in Beijing, this paper constructs the hypothetical model of inbound tourists ’perceptions and behavioral attitudes toward tourism supply in Beijing, and measures the perceived dimensions of inbound tourists’ perception of Beijing’s tourism supply and their differences in attitudes towards tourism. Inbound tourists’ perceptions of Beijing’s tourism supply can be summarized into nine dimensions: scenic spot identification and promotion, tourism traffic, urban humane environment, urban natural environment, tourism activities, scenic spots, tourism safety and security, tourism services and tourism information factors, Specific index path coefficient are basically greater than 0.5. Urban humanities environment, tourism safety and security, scenic spots and awareness of tourists deeper perception of tourists, urban natural environment and tourist information tourists perception is weak. The perceived satisfaction of tourists, the willingness to propose and the willingness to retreat from tourism supply were 0.63, 0.61 and 0.48, respectively.