【作者】 黄克已；

【导师】 王婉飞；

【作者基本信息】 浙江大学 ， 旅游管理， 2013， 硕士

【副题名】以普陀山为例

【摘要】 宗教旅游,最初表现为宗教信徒的朝觐活动,实际上是与宗教本身同时产生的,现今已经普及到各个层次、各种年龄阶段的大众群体。不过,宗教景区管理的规划和管理不够完善,经营理念也有待改变。目前,宗教旅游景区存在诸多问题,其氛围相对浮躁、商业气息也较严重,对游客感知价值存在一定的负面影响。文章以普陀山宗教旅游景区为例,充分研究了宗教旅游景区氛围对旅游者感知价值的影响因素。首先,综合分析国内外宗教旅游研究现状,并以氛围、感知价值以及环境心理学的主要相关理论为基础,探讨影响宗教旅游者感知价值的理论框架。其次,以S-O-R模型为理论基础,把氛围作为自变量,心理情绪作为中间变量,游客感知价值作为应变量建立研究模型。基于文献研究,在普陀山佛教景区实地考察、宗教旅游者访谈以及专家建议的基础上编制调查问卷,并在前测之后形成最终调查问卷。本研究分两次调研,共发放问卷600份,回收有效问卷501份,运用SPSS17.0和AMOS17.0统计软件对有效数据进行分析。根据因子分析结果,将研究模型分为四个氛围变量：宗教旅游景区外部氛围、内部氛围、布局氛围和人员氛围,在此基础上提出研究假设,进而使用结构方程模型对假设进行验证,发现宗教旅游景区外部氛围、人员氛围与心理情绪、游客感知价值之间存在正相关关系,心理情绪与游客感知价值显著正相关。同时,使用方差分析研究了宗教旅游者信仰程度、人口统计特征和旅游行为在宗教旅游景区氛围评价、心理情绪和感知价值上的差异。最后,从实践角度出发,本研究提出宗教旅游景区的可持续发展策略,并为政府管理部门和景区经营者开发规划宗教旅游景区提供相应的建议。更多还原

【Abstract】 Hangzhou, the main producing area of Longjing tea, witnesses its flourishing tea culture tourism and numerous farmers’tea aouse. Based on customer perceived value theory, this paper aims to search the relationship of atmosphere with emotion response and customer perceived value by taking Hangzhou region’s farmer tea houses as sample, and its atmosphere as study object.Take Mount Putuo Buddhist holy land as example, this study explored the factors of atmosphere that have influence on tourist perceived value. Firstly, reviewed the literatures concerned with religious tourism, and explored the theoretical framework according to the theories on the psychology of environment and customer perceived value. Secondly, based on the S-O-R model, the paper created a new research model taking atmosphere as independent variables, the psychological response as the middle variable, and tourist perceived value as the dependent variable. Based on the literature review, suggestions from well-known experts, and the field work and interview in Mount Putuo Buddhist holy land, the study formed the final questionnaire after preliminary test. With two separated survey, the study received501valid questionnaires. Then use software, such as SPSS17.O and AMOS17.O, as a tool to analyze the data. After the factor analysis, atmosphere was divided into four variables, outside atmosphere, inner atmosphere, layout atmosphere, and human atmosphere. Then the results of confirmatory factor test showed that both of outside atmosphere and human atmosphere had significantly positive effects on tourist psychological response and perceived value respectively. Meanwhile, results of ANOVA suggested that demographic characteristics and tourist behavior showed significant difference towards atmosphere evaluation, psychological response and tourist perceived value. Finally, practical advice was provided for government administrators and travel sites managers, which will be beneficial for the sustainable development of religious and cultural travel sites,更多还原