基于魅力质量理论的游客森林康养旅游需求被引量：4

The Tourism Demands of Tourists for Forest Health Care Based on the Attractive Quality Theory

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摘要以广西大容山国家森林公园为研究对象,运用魅力质量理论对游客森林康养旅游需求要素类型进行划分和优先序排序。结果表明:必备型、期望型、魅力型和无差异型为游客的4种森林康养旅游需求;气候气温、森林覆盖率等5项要素构成的必备型需求是游客的基本需求;住宿、餐饮等7项要素构成的期望型需求是体现游客需求“更高更优”的特征;养生保健、亲子教育等6项要素构成的魅力型需求是体现游客需求“求新求异”的特征;水质、指引解说等5项要素构成的无差异型需求是改进调整服务游客的潜在方向。为充分有效满足游客森林康养旅游需求,提高游客满意度,特提出满足游客必备型需求,奠定森林康养旅游服务基础;完善游客期望型需求,改善服务质量;提升游客魅力型需求,创新服务项目;关注无差异型需求,促进需求转化等建议。 ⑴Background——Since the Healthy China Strategy was put forward,the big health industry has developed rapidly,including the forest health care tourism industry.Fully understanding the tourism demands of tourists for forest health care,determining the core elements of forest health care tourism development in forest parks,and effectively meeting the tourism demands of tourists are of great significance for improving forest tourism service quality and promoting the development of forest health care tourism industry.⑵Methods——Based on the attractive quality theory,this paper firstly constructed the demand element system of forest health care tourism,which consisted of 23 demand elements in 4 dimensions,such as natural environment,supporting facilities,service items and human environment.Then,the Kano model was used to classify the tourists demands for forest health care tourism,and the Better-Worse coefficient method was further used to determine the priority of the tourists demands for forest health care tourism.The research data came from 430 questionnaires taken by the tourists to the Darong Mountain National Forest Park in Guangxi Zhuang Autonomous Region.Finally,the paper put forward some policy suggestions to improve the tourism demands of tourists for forest health care.⑶Results——According to the Kano model,the tourists demands for forest health care tourism in national forest parks can be divided into four types,including 5 essential demands,7 expected demands,6 attractive demands and 5 undifferentiated demands.Five demands,including climate temperature,forest coverage,air quality,health and safety,are the essential demands.Seven demands,including accommodation,catering,shopping,transportation,leisure and entertainment,personnel services and sightseeing routes,belong to the expected demands.Six demands,including health care,parent-child education,culture and art,sports wellness,rehabilitation and medical emergency,are the attractive demands.Five demands,including water quality,guidance and interpretation,cultural atmosphere,popularity and consumption level,belong to the undifferentiated demands.According to the Better-Worse satisfaction index analysis method,the Better and Worse values of 23 demand factors are calculated,and the quadrants are established.The priority order isⅣ>Ⅰ>Ⅱ>Ⅲ.Quadrant IV corresponds to the essential demands,which must first be met.Secondly,it is necessary to fully meet the expected demands of tourists in quadrant I for forest health care tourism.Then,pay attention to the attractive demands of tourists in the second quadrant for forest health care tourism.Finally,the undifferentiated demands of tourists in quadrant III for forest health care tourism can be temporarily ignored.However,after fully meeting the essential demands,expected demands and attractive demands of tourists,the undifferentiated demands should be improved to facilitate their transformation.⑷Conclusions and Discussions——Based on the above research conclusions,the following policy recommendations are put forward:First,meet the essential demands of tourists and lay the service foundation of forest health care tourism.Second,improve the tourists expected demands and service quality.Third,enhance the tourists attractive demands and innovate the service projects.Fourth,pay attention to the undifferentiated demands of the tourists and promote the transformation of the demands.

作者王慧张永存蒋宏飞 WANG Hui;ZHANG Yongcun;JIANG Hongfei(School of Tourism and Culture,Nanning Normal University,Nanning 530001,China;School of Literature and Media,Baise University,Baise 533000,China;Research Institute of Forestry Policy and Information,Chinese Academy of Forestry,Beijing 100091,China)

机构地区南宁师范大学旅游与文化学院百色学院文学与传媒学院中国林业科学研究院林业科技信息研究所

出处《林业经济问题》北大核心 2023年第5期530-538,共9页 Issues of Forestry Economics

基金广西自然科学基金青年基金项目(2021GXNSFBA196050)。

关键词魅力质量理论森林康养旅游游客需求国家森林公园 attractive quality theory forest health care tourism tourists demands national forest park

分类号 F590.20 [经济管理—旅游管理]

作者简介王慧(1982-),女,吉林辉南人,副教授,博士,从事农林经济管理、森林旅游方面的研究,(E-mail)wanghui@nnnu.edu.cn;通信作者:蒋宏飞(1981-),女,河北保定人,副研究员,博士,从事林业经济方面的研究,(E-mail)jhfei0101225@163.com。