农业文化遗产地游客环境责任行为与饮食旅游偏好关系研究——以浙江青田稻鱼共生系统为例

传统饮食是农业文化遗产地重要的旅游资源,饮食旅游偏好影响着游客对旅游产品的选择。引导和培养游客环境责任行为对遗产地传统饮食旅游可持续发展具有重要意义。本文以全球重要农业文化遗产浙江青田稻鱼共生系统为例,通过问卷和访谈实证调查分析游客环境责任行为和传统饮食偏好之间的关系。运用SPSS18.0进行因子分析,提取出3项游客环境责任行为因子,分别为传统饮食认知因子、传统饮食环境责任态度因子、传统饮食环境责任行为因子;同时根据提取出的3项游客传统饮食偏好因子,将游客分为传统饮食口味追逐型、传统饮食参与体验型、传统饮食文化体验型, 3种类型所占比重分别为38.05%、35.63%和26.31%。其中传统口味追逐型游客关注饮食的口味、种类、环境等食用体验,传统饮食参与体验型游客更多地关注饮食的制作过程以及部分饮食文化内涵,而传统饮食文化体验型游客更加关注当地文化、生态保护和对本地食材的应用以及传统饮食所传递的文化价值,且三者中传统饮食文化体验型游客环境责任行为最强,传统口味追逐型游客最弱。最后将游客环境责任行为因子和传统饮食偏好因子进行回归分析,发现游客环境责任行为因子与游客传统饮食旅游偏好之间存在正相关关系。应考虑不同类型游客对农业文化遗产的饮食偏好,有选择有重点地适应游客的需求,避免为吸引大众游客而产生的饮食文化破坏与生态安全问题。

Relationship between tourists' environmental responsibility behavior and food preference in agricultural heritage sites: A case study of Qingtian Rice-fish Culture System

Traditional food is an important tourism resource in agricultural heritage sites, and tourists'' diet preferences affect their choice of tourism products. As an important part of sustainable tourism research, tourists'' environmental responsibility behavior is of great significance to the sustainable development of tourism destinations. In order to investigate the relationship between tourists'' environmentally responsible behavior and traditional food tourism preferences, a case study was conducted in the Qingtian Rice-fish Culture System, a Globally Important Agricultural Heritage Systems (GIAHS) site. The following three factors of tourists'' environmentally responsible behavior were determined, which were traditional food cognitive factors, environmentally responsible attitude factors, and environmentally responsible behavior factors. At the same time, three types of tourists'' traditional food preferences were established, which were pursuing traditional food flavors, participating in traditional food experiences, and pursuing traditional food cultural experiences, which accounted for 38.05%, 35.63%, and 26.31%, respectively. Among them, tourists who pursued traditional food flavors focused on the taste type, environment, and other eating experiences of the food; tourists who participated in traditional food experiences concentrated on the food production process and part of the cultural connotation; and tourists who experienced the culture of traditional food paid more attention on local cultures, ecological protections, applications of local food materials, and the cultural value transmitted by the traditional food. The three environmentally responsible behaviors of tourists who valued traditional food cultural experiences were the strongest, and that of tourists who valued traditional flavors were the weakest. Finally, the regression analysis of tourists'' environmentally responsible behavior factors and traditional food preference factors showed a positive correlation. However, we should consider the food preference of different types of tourists in agricultural heritage sites and avoid the problems of food culture destruction and ecological security in order to attract public tourists.