摘要
通过对杭州城市居民进行问卷调查,并结合多元Logistic回归方程,分析杭州城市居民森林旅游的参与特征和支付意愿.结果显示:(1)90.5%的杭州城市居民参与过森林旅游活动,45.8%的城市居民可接受的旅游交通时长为1~2 h,23.9%的城市居民可接受的旅游交通时长为2~3 h;观光、休闲、健身是大多数杭州城市居民选择森林旅游的旅游动机,观赏森林景观、登山徒步、品尝美食、避暑是杭州城市居民最想参与的森林旅游活动.(2)杭州城市居民森林旅游的月支付意愿较高的为101~200元、501~1000元和401~500元,年支付意愿较高的为500~1000元、1001~2000元和500元以下,其差异较大,且在餐饮住宿和旅游交通方面的支付意愿最高,在完善服务设施方面的支付意愿最低.(3)月收入水平、抵达森林旅游的交通时间和对森林旅游的重视程度是影响杭州城市居民森林旅游支付意愿的重要因素.因此,政府可通过加大森林旅游市场的推广力度,激发杭州城市居民出游动机;开发多样化的森林旅游产品,满足多元化市场消费需求;不断完善森林旅游基础设施,畅通森林旅游消费通道等措施来实现杭州城市居民由森林旅游动机到森林旅游消费行为的转变.
Based on the questionnaire survey of Hangzhou urban residents and the analysis of multiple logistic regression equations,the characteristics of forest tourism participation and willingness to pay were studied.The results show that:(1)90.5%of Hangzhou urban residents have participated in forest tourism activities,and the travel time that residents can accept is concentrated in 1~2 hours(45.8%),and 23.9%of Hangzhou urban residents can accept 2~3 hours;sightseeing,leisure,and fitness is the tourism motive for most Hangzhou urban residents to choose forest tourism.Correspondingly,viewing forest landscapes,hiking,tasting food,and avoiding the summer heat has become the tourism activities that Hangzhou urban residents most want to participate in.(2)The monthly willingness to pay for forest tourism is 101~200 yuan,501~1000 yuan,and 401~500 yuan,and the annual payment willingness is 500~1000 yuan,1001~2000 yuan and below 500 yuan.The difference is large.The willingness to pay for catering,accommodation and tourism is the highest,and the willingness to pay for the improvement of service facilities is the lowest.(3)The monthly income level,the time of transportation to forest tourism,and the degree of emphasis on forest tourism are important factors that affect the willingness to pay for forest tourism.Corresponding measures should be taken to complete the transformation from forest tourism motivation to actual forest tourism consumption:increase the promotion of the forest tourism market,stimulate Hangzhou urban residents’travel motivation,develop diversified forest tourism products,meet diversified market consumption needs,and continuously improve forests tourism infrastructure and unblocked forest tourism consumption channels.
作者
张建国
王莉丽
ZHANG Jianguo;WANG Lili(School of Economics and Management,Huzhou University,Huzhou 313000,China;School of Landscape Architecture and Architecture,School of Tourism and Health,Zhejiang A&F University,Lin'an 311300,China)
出处
《湖州师范学院学报》
2022年第4期85-91,共7页
Journal of Huzhou University
基金
浙江省科技厅公益技术研究农业项目(2016C32017)
浙江省自然科学基金项目(LY16C160008)
浙江大花园建设研究院专项课题(DHYA202008).
关键词
森林旅游
支付意愿
影响因素
城市居民
杭州
forest tourism
willingness to pay
influencing factors
urban residents
Hangzhou
