滨海旅游目的地游客感知价值的影响因素研究——以广西北海银滩国家级旅游度假区为例

把握影响游客感知价值的关键因素,有助于促进旅游目的地竞争力的提升。以广西北海银滩国家级旅游度假区为研究区域,采用携程旅行网北海银滩游客网络评论资料作为研究样本,运用扎根理论方法构建包括5个主范畴和18个对应范畴的滨海游客感知价值影响因素模型,并运用复杂系统的决策实验和评估实验法（Decision making Trial and Evaluation Laboratory,DEMATEL）模型构建滨海游客感知价值影响因素的关系矩阵,识别影响滨海游客感知价值的关键因素。研究发现：资源和环境、管理和保护、设施和服务、情感和成本价值构成了滨海旅游目的地游客感知价值的重要维度,天气条件、海滩规模、海滩管理和保护、游客愉悦感、游客娱乐体验项目、旅游基础设施及服务是影响滨海旅游目的地游客感知价值的关键因素。据此提出促进我国滨海旅游目的地游客感知价值提升的相关建议。

Research on the perceived value of tourists and its influencing factors in coastal tourism destinations: A case study of Beihai Silver Beach

Grasping key factors that affect the perceived value of tourists is helpful to promote the competitiveness of tourism destinations. Taking Beihai Silver Beach National Tourism Resort in Guangxi as the research case, this study used the online reviews from Beihai Silver Beach tourists on Crip as the research sample and adopted grounded theory method to construct the influencing factor model of coastal tourists' perceived value. Five main categories and 18 corresponding categories were identified. This study also used DEMATEL model of complex system to construct the relationship matrix of the factors affecting the perceived value of coastal tourists. The key factors influencing the perceived value of coastal tourists were identified. Study found that resources and environment, management and protection, facilities and services, emotion and cost value constitute an important dimension of tourist perceived value in seaside tourism destinations. Weather conditions, beach scale, beach management and protection, tourists' pleasure, entertainment attractions, tourism infrastructure, and service are the key influencing factors of seaside tourism destination tourists' perceived value. Accordingly, some suggestions are put forward to improve the perceived value of tourists in coastal tourism destinations in China.