基于结构方程模型的红色文化景观 感知研究

在文化强国背景下，红色文化景观的价值在长征国 家文化公园建设的过程中需进一步突显。从文化景观理论视 角，以陕西省3处全国红色旅游经典景区为研究对象，构建红 色文化景观游客感知结构方程模型。研究发现：感知价值对游 客满意度具有正相关性，并通过满意度间接影响忠诚度；感知 质量与整体形象是感知价值的重要因素，且相互影响；感知质 量包括景观、教育、服务3个维度，除旧址本体外，游客对景 观雕塑、景观装置、符号景观、文创产品与教育体验的感知较 高，是提升感知价值的重要因素；整体形象包含认知、情感2 个维度，通过感知价值间接影响忠诚度。基于以上研究结论， 尝试提出案例地提高游客感知的对策与建议。

Research on the Perception of Red Cultural Landscape Based on the Structural Equation Model

Under the background of building a country with a strong culture, the value of red cultural landscape should be further highlighted during the construction of The Long March National Cultural Park. From the perspective of cultural landscape theory, this paper takes three national red tourism classic scenic spots in Shaanxi Province as the research object, and constructs the tourist perception structure equation model of red cultural landscape. The results show that the perceived value has a positive correlation with tourist satisfaction, and indirectly affects tourist loyalty through satisfaction. The perceived quality and overall image are important factors of perceived value and affect each other. Perception quality includes three dimensions: landscape, education, and service quality. In addition to the site itself, tourists'' perception of landscape sculpture, landscape installation, symbolic landscape, cultural and creative products and educational experience is high, which is the important factor to improve the perception value. Overall image includes two dimensions of cognition and emotion, which indirectly affects loyalty through perceived value. Based on the above research conclusions, this paper tries to put forward countermeasures and suggestions to improve tourists'' perception in cases.