南京中山植物园游客感知价值研究——基于因子分析和IPA分析法

通过对中山植物园游客感知价值的问卷调查和数理统计分析,从基本条件、环境氛围、活动产品、服务价值、旅游成本、情感价值、社会价值和功能价值8个维度构建了中山植物园游客感知价值评价体系,并根据游客对各项指标的认同性和实际感受进行科学论证。结果显示:基本条件、环境氛围价值、活动产品价值、功能价值呈现正向的发展态势,是当前中山植物园旅游发展的优势所在,游客的旅游成本、情感价值和社会价值感知短期内可不做重点改造,而服务价值略显不足,有待进一步改进与提升。植物园的发展应优化生态景观,加强植旅融合,提升旅游服务水平,实现旅游引导的植物园区的协调发展,更好地推动生态文明建设。

A Study about Tourists'Perceived Value in Nanjing Botanical Garden Mem.Sun Yat-sen---Based on the factor analysis and IPA

Based on the questionnaire survey and mathematical statistic analysis, the author constructs an index system about the tourists' perceived value in Nanjing Botanical Garden Mem. Sun Yatsen. The index system contains eight measurement dimensions which are fundamental conditions,environment value,product value,service value,price value,emotional value,social value and functional value. From tourists' recognition and true perception of the indicators,the study results display that fundamental conditions,environment value,product value and functional value,the superiority of Nanjing Botanical Garden Mem. Sun Yat-sen,show a positive development trend. Price value,emotional value and social value cannot be focused on in a short period,but service value should be improved immediately. As to the development,the Botanical Garden should optimize the ecology landscape,strengthen the integration of the Botanical Garden and tourism,upgrade the level of tourism service,coordinate the development of the Botanical Garden led by tourism,and promote the construction of ecological civilization.