乡村旅游景区游客付费意愿的影响因素——以石家庄市井陉村群为例

乡村旅游产业振兴了农村经济，通过优化服务和产品，提升了游客满意度和经济效益，同时传承了乡村特色文化。通过问卷调查和付费意愿模型分析，探讨出游动机和感知价值对游客支付意愿的影响。研究发现，增长知识、社交体验和创作研究是游客主要动机，显著影响其支付意愿。自然资源、公共设施、餐饮住宿和购物娱乐等感知价值因素也对支付意愿产生正向影响，其中乡村自然景观、服务态度和餐饮口味尤为关键。

Influencing Factors of Tourists'' Willingness to Pay in Rural Tourist Attractions：Taking the Jingcheng Village Group in Shijiazhuang City as an Example

Rural tourism industry revitalizes rural economy, enhances tourist satisfaction and economic benefits by optimizing services and products, and inherits rural characteristics and culture at the same time. The influence of trip motivation and perceived value on tourists'' willingness to pay was explored through questionnaire survey and willingness-to-pay model analysis. It is found that knowledge growth, social experience and creative research are the main motives of tourists, which significantly affect their willingness to pay. Perceived value factors such as natural resources, public facilities, catering and accommodation, and shopping and entertainment also positively affect willingness to pay, with rural natural landscape, service attitude and catering taste being particularly critical.