湿地公园游客感知价值研究

游客感知价值作为旅游目的地竞争优势的新来源，已经得到旅游学者的广泛重视。随着湿地公园作为旅游目的地吸引力的不断增强，湿地公园之间的竞争也将日趋激烈，湿地公园游客感知价值成为湿地公园竞争力管理的标准。文章以西溪和溱湖两大湿地公园为案例地，检验湿地公园游客感知价值量表，探讨湿地公园游客感知价值的结构特征。通过探索性和验证性因子分析，研究得到包括23个题项6个维度的游客感知价值量表，6个维度分别是：环境价值、特色价值、服务价值、管理价值、知识教育价值和成本价值。其中，特色价值、管理价值、知识教育价值是湿地公园感知价值的独特维度。溱湖游客对特色价值和知识教育价值的感知显著高于西溪游客。文章最后讨论了研究的理论贡献和管理意义。

Tourist Perceived Value of Wetland Park： Evidence from Xixi and Qinhu Lake

An increasing attention has been directed at the study of tourist perceived value, as more and more destinations recognize its importance of being a new battleground for gaining competitive advantage. This is particularly true for wetland parks, the popularity of which is fast growing as novel tourist attractions. The marketplace is expected to experience heightened competition. The purpose of this research is to better understand the tourist perceived value of wetland parks and provide a tool for wetland destinations to manage it as their competitive advantage. Xixi and Qinhu Lake are both AAAAA-Level Scenic Areas and are listed as the top two of the first 12 National Wetland Parks in China. Using the two National Wetland Parks of Xixi and Qinhu Lake as cases, this research develops a measurement scale and explores the structural characteristics of the wetland park tourist perceived value. The analyses of the empirical data have resulted in a six-dimension scale that comprises of 23 items. The six value dimensions, each of which are comprised of three to five items, are 1） environment, 2） characteristics, 3） service, 4） management, 5） education, and 6） cost. The theoretical contribution of the study lies in the discovery of the six-dimension scale of the wetland park tourist perceived value and the structural similarity and difference of tourist perceived values between wetland parks and other types of tourist attractions. Five of the six dimensions mirror five of the seven experiences found in the previous work of Wei Xia and Pan Yiting. The dimension of management value found in the current research was not present in Wei and Pan＇ s work; whereas the dimensions of trust and concern experiences in Wei and Pan＇ s study are not found in the current study. To compare with extant studies on tourist perceived values in the contexts of other attraction types, the dimensions of environment, characteristics and management values are unique to, and reflect the ecological attributes, of wetland parks. These three dimensions, together with the dimension of service value, constitute the functional value of wetland parks. However, the social value, which tends to be an important component in other studies, is absent as an independent dimension in this research at all. The findings from the research bear significant managerial implications for the two wetland parks. Although tourists have positive perceptions of both parks, the ratings are not as high as expected. There is much room for both parks to improve in order to compete more effectively with other types of attractions and to provide higher values for the tourists. The measurement scale is consistent between the two parks with no significant difference between four of the six dimensions. The exceptions are characteristics and education values, which are perceived higher of Qinhu Lake than of Xixi.