作　　者： ; ;

机构地区： 深圳职业技术学院管理学院

出　　处： 《经济地理》 2012年第10期170-176,共7页

摘　　要： 为有计划性、引导性的倡导使用者付费的理念,建立公开透明、科学合理的定价机制,运用条件价值评估法(CVM)对全国12个省12个旅游景区的中国游客进行了实地抽样调查,分析游客对教育服务项目的支付意愿。基于2 800份有效问卷数据,获得了受访者支付意愿的分布形态和规律,构建了游客支付意愿与其影响因素之间关系的模型。结果显示:49.40%的游客愿意支付教育服务费用,平均支付额度为28.6元;游客的年龄、婚姻状态、学历、职业、收入与其教育服务支付意愿之间存在显著性关系,旅游地游客教育水平也直接影响游客的支付意愿,而性别与其支付意愿没有显著的差异。同时,游客的年龄、学历、职业、收入对支付方式的影响较大,64.1%的游客想通过门票支付,27.5%的游客想通过小费支付。 By conducting a survey on Chinese tourists in 12 sightseeing places of 12 provinces in China with Contingent Valuation Method（CVM）, this essay analyzes tourists＇ willingness to pay for educational services in sightseeing places, aims at advocating the concept of paying the charges in good planning ＆ guidance, and at establishing a transparent and reasonable pricing system. Data of 2 800 effective questionnaires show the distribution and regulation of the paying willingness of the interviewees. A model indicating the paying willingness of the tourists and the influencing factors is finalized. The result states that 49.40% of the tourists are willing to pay the educational services in sightseeing places at an average amount of 28.6 yuan, which is largely related to the tourist＇ s age, marriage status, education background, occupation income, and the sightseeing-place＇s educational capability of coaching and guiding visitors, not much with gender. Meanwhile, the payment term is greatly affected by age, education background, occupation and income, with 64.1% by entrance ticket and 27.5% by tips.

关 键 词： 游客教育 支付意愿 条件价值评估

领　　域： [经济管理] [经济管理]