“互联网+”生态旅游产品价值实现机制研究——以南山国家公园线路为例

在大力探索生态产品价值实现背景下,生态旅游作为公共产品,为推动生态产品价值实现和中国特色生态文明建设新模式的形成提供有力支撑。本研究选取南山国家公园线路为案例,以S-O-R理论为基础,构建生态旅游产品购买意愿模型,探究生态旅游产品在微信朋友圈购买意愿的内在机制。研究发现：（1）生态旅游产品在微信朋友圈的购买意愿存在“营销媒体特征—感知功利价值—购买意愿”和“社交媒体特征—感知享乐价值—购买意愿”两种形成机制;（2）生态旅游产品在微信朋友圈的购买意愿同时受到功利性因素和享乐性因素的影响,但功利性因素的影响占主导作用;（3）生态旅游产品的价格和产品图片的美观性对感知功利价值的影响较强;（4）微信朋友圈的社交存在感和微信好友的能力对感知享乐价值的影响较强;（5）不同人口学特征下,被调查者的购买意愿有显著差异。建议开展组合式营销、改善营销信息的内容和质量、保持高度的用户粘性、重视“专业形象”打造、针对主要客源市场“有的放矢”营销等实践,以促进南山国家公园生态旅游产品的价值实现。

Study on value realization mechanism of “Internet plus” ecotourism product in the new era: A case study of Nanshan National Park

In the context of vigorously exploring the realization of the value of ecological products, ecotourism, as a public product, provides strong support for promoting the realization of the value of ecological products and the formation of a new model of ecological civilization construction with Chinese characteristics. This study selects Nanshan National Park itinerary as a case, constructs a purchase intention model based on S-O-R theory, and explores the internal mechanism of purchase intention of ecotourism products in wechat moments. The study found that: (1) there are two formation mechanisms of ecotourism products’ purchase intention in wechat moments:“marketing media characteristics-perceived utilitarian value-purchase intention” and “social media characteristics-perceived hedonic value-purchase intention”. (2) The purchase intention of ecotourism products in wechat moments is affected by both utilitarian factors and hedonic factors, but utilitarian factors play a leading role. (3) The price of ecotourism route products and the beauty of destination landscape in product pictures have a strong impact on perceived utilitarian value. (4) The social presence of wechat moments and the ability of wechat friends have a strong impact on the perceived hedonic value. (5) Under different demographic characteristics, the respondents’ purchase intention is significantly different. It is suggested to carry out combined marketing, improve the content and quality of marketing information, maintain a high degree of user stickiness, pay attention to the creation of “professional image” and “targeted” marketing for the main source markets, so as to promote the realization of the value of ecotourism products in Nanshan National Park.