摘要
自海南建设中国特色自由贸易港建设战略确立以来,如何建立国际旅游消费中心受到社会各界的广泛关注,其中旅游价格问题又经常成为热点话题。本文根据游客的问卷调查,得到了游客感知价值和价格接受度的数据,并进行了因果关系判断。研究表明,文化创新力直接促进了游客对于消费价格接受度的上升,但是还未发展到文化创新驱动型的高层次发展阶段。为了提升游客的感知价值,进而提升价格接受度,建议景区在文化建设中采取打造独特的文化标签、强化文化元素外溢、构建多维立体的媒体宣传矩阵、深化文旅融合产品供给侧结构性改革等措施,推进海南国际旅游消费中心持续健康发展。
Since the establishment of the strategy for building Hainan as the only free trade port with Chinese characteristics, how to establish an international tourism consumption center has been widely concerned by the community. Among them, the issue of tourism price often becomes a hot topic. According to the questionnaire survey of tourists, the data of tourist-perceived value and price acceptance are obtained, and the causality is judged. Research shows that cultural innovation directly promotes the increase of tourists’ acceptance to consumer price. But, scenic spots have not yet developed to the high-level development stage driven by cultural innovation. In order to enhance the tourist-perceived value and then enhance the price acceptance, it is suggested that the scenic spots should take measures in the cultural construction, such as creating a unique cultural label, strengthening the spillover of cultural elements, building a multi-dimensional media publicity matrix, and deepening the structural reform of supply-side of integrated cultural and tourism products, so as to promote the sustainable and healthy development of Hainan international tourism consumption center.
作者
王欣
庞玉兰
Wang Xin;Pang Yulan
出处
《企业经济》
北大核心
2021年第9期122-129,共8页
Enterprise Economy
基金
海南省哲学社会科学重点研究基地资助课题“基于游客感知的海南景区特色文化建设研究”(项目编号:HNSK(JD)18-04)
海南省社科联规划青年课题“基于入琼游客消费行为的国际旅游消费中心建设路径与政策优化研究”(项目编号:HNSK(QN)20-46)
海南省哲学社会科学规划课题“海南旅游产业低碳发展水平测度、评价与产业融合研究”(项目编号:HNSK(QN)20-45)。
关键词
海南自贸港
游客感知价值
价格接受感
文化创新
Hainan Free Trade Port
tourist-perceived value
price acceptance
culture innovation
