地理与地理信息科学

游客认知评价对旅游目的地发展有重要作用,基于一手调查数据,对古都西安国内游客认知评价进行分析。首先,通过对17项条款进行主成分分析,提取出西安国内游客认知评价四大主成分,分别为服务维度、设施维度、资源维度、环境维度,并以此构建西安国内游客认知评价结构方程模型;其次,对假设模型进行分析,四大维度因子对旅游认知因子影响程度依次为服务因子、环境因子、设施因子、资源因子;最后基于分析结果,认为游客在旅游过程中更加注重服务及环境条件,以便获得深层次的旅游体验,这是游客消费方式由功能性消费向感情性消费转变的外在显现。分析结果中服务维度及环境维度因子对游客旅游认知程度较高,资源维度因子影响较低。研究结果对进一步提升西安旅游服务水平、完善设施配置、促进西安旅游发展有一定理论参考价值。

Tourist cognitive evaluation plays an important role in tourism destination development,based on survey data,this paper analyzes the cognitive evaluation of domestic tourists in the ancient capital of Xi′an.The principal component analysis is done with 17 items,and 4principal components are gotten for Xi′an domestic tourists cognitive evaluation,which are service dimension,facilities dimension,resources dimension and environment dimension.And then the domestic tourist cognitive evaluation structure equation model for Xi′an is built.The analysis result of the above model shows that the principal components affecting tourism cognitive degree are service factor,environment factor,facilities factor and resources factor in turn.The above analysis results show that tourists are pay more attention on service-oriented and environmental conditions in order to obtain deeper traveling experience,this is the external appearance which tourist spending shifts from functional consumption to emotional consumption.The research results have a theoretical reference value to further upgrading the level of Xi′an tours and perfect facilities,promoting Xi′an tourism for further development.