本文選題：旅游者視角 + 休閑農(nóng)場(chǎng)��； 參考：《福建農(nóng)林大學(xué)》2017年碩士論文

【摘要】：隨著經(jīng)濟(jì)的快速發(fā)展、城市化進(jìn)程的不斷加快、以及人們生活水平的不斷提高,越來(lái)越多的城市問(wèn)題開(kāi)始出現(xiàn),人們的消費(fèi)觀念也開(kāi)始發(fā)生改變,休閑農(nóng)業(yè)旅游成為人們休閑度假的新去處。社會(huì)經(jīng)濟(jì)的發(fā)展、市場(chǎng)的需求、人們收入的增加以及國(guó)家對(duì)法定節(jié)假日的不斷優(yōu)化調(diào)整,為休閑農(nóng)業(yè)發(fā)展帶來(lái)的新的機(jī)遇。然而,在利益的驅(qū)使下,越來(lái)越多的經(jīng)營(yíng)者只注重休閑農(nóng)業(yè)短期的利益,忽視其生態(tài)資源的合理規(guī)劃和管理,加之缺乏對(duì)休閑農(nóng)業(yè)非使用價(jià)值的正確認(rèn)知和評(píng)估,出現(xiàn)了休閑農(nóng)業(yè)生態(tài)資源和環(huán)境遭到破壞等一系列的問(wèn)題。正確認(rèn)識(shí)和評(píng)價(jià)山莊生態(tài)資源和環(huán)境的非使用價(jià)值,有利于山莊在資源規(guī)劃、資源保護(hù)及其可持續(xù)發(fā)展等方面起到提高和促進(jìn)作用。本文以龍佳山莊為研究取樣點(diǎn),采用條件價(jià)值評(píng)估法,通過(guò)問(wèn)卷調(diào)查游客對(duì)于山莊生態(tài)資源保護(hù)的支付意愿,得到本文研究的基礎(chǔ)數(shù)據(jù)。利用SPSS軟件對(duì)樣本特征進(jìn)行二項(xiàng)和多項(xiàng)Logistic回歸處理分析,對(duì)影響游客的支付意愿和支付意愿值(WTP)的因素進(jìn)行了相關(guān)分析。結(jié)果表明:(1)游客對(duì)龍佳山莊生態(tài)資源保護(hù)價(jià)值支付意愿的區(qū)間為(33.82,39.22)元,結(jié)合山莊年客流量約80萬(wàn)/人次,得出龍佳休閑山莊生態(tài)環(huán)境非使用價(jià)值在1577.37-1829.22萬(wàn)元之間。(2)影響龍佳山莊游客支付意愿和WTP值的主要因素是游客受教育程度、收入水平、職業(yè)、對(duì)山莊生態(tài)資源的了解程度、山莊的環(huán)境條件、門票價(jià)格、體驗(yàn)活動(dòng)設(shè)計(jì),因此要合理設(shè)定門票價(jià)格、進(jìn)一步提高山莊環(huán)境條件、創(chuàng)新體驗(yàn)活動(dòng)設(shè)計(jì),來(lái)提高游客的支付意愿。最后,本文總結(jié)了研究存在的問(wèn)題和不足之處,并提出了全面提升游客各方面感知價(jià)值,提高游客的價(jià)格感知,加強(qiáng)游客滿意度管理等方面提升游客的支付和重游意愿,促進(jìn)農(nóng)莊的長(zhǎng)期健康發(fā)展。
[Abstract]:With the rapid development of economy, the accelerating process of urbanization and the continuous improvement of people's living standard, more and more urban problems have begun to appear, and people's consumption concept has also begun to change. Leisure agricultural tourism has become a new place for people to take leisure vacations. The development of social economy, the demand of the market, the increase of people's income and the continuous optimization and adjustment of the state to the statutory holidays bring new opportunities for the development of leisure agriculture. However, driven by interests, more and more operators only pay attention to the short-term interests of leisure agriculture, ignore the rational planning and management of their ecological resources, and lack the correct cognition and evaluation of the non-use value of leisure agriculture. There appeared a series of problems such as the destruction of ecological resources and environment of leisure agriculture. A correct understanding and evaluation of the non-use value of the ecological resources and environment is beneficial to the improvement and promotion of the village in the aspects of resource planning, resource protection and sustainable development. This paper takes Longjia Villa as the sampling point, adopts the method of conditional value evaluation, and obtains the basic data of this paper through questionnaire survey of tourists' willingness to pay for the ecological resources protection of the village. The binomial and multi-item Logistic regression analysis of sample features was carried out by using SPSS software, and the factors influencing tourists' willingness to pay and the value of willingness to pay were analyzed. The results show that the range of tourists' willingness to pay for the ecological resources protection value of Longjia Villa is 39.22) yuan, and the annual passenger flow of the villa is about 800000 per person. It is concluded that the non-use value of the ecological environment of Longjia Leisure Villa is between 1577.37-182922 million yuan.) the main factors influencing the tourists' willingness to pay and the WTP value are the educational level, income level, occupation and understanding of the ecological resources. Therefore, it is necessary to set the ticket price reasonably, further improve the environmental conditions of the villa, and innovate the design of experience activities to improve the willingness of tourists to pay. Finally, this paper summarizes the existing problems and shortcomings of the study, and puts forward a comprehensive promotion of tourists in all aspects of perceived value, improve the price perception of tourists, strengthen the management of tourist satisfaction and other aspects to enhance the willingness of tourists to pay and re-visit. To promote the long-term and healthy development of the farm.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F323.4;F592;F713.55

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