后疫情时期天目山国家级自然保护区生态旅游消费行为特征

  目的  研究新冠肺炎疫情对浙江省天目山国家级自然保护区游客生态旅游消费行为特征的影响，分析疫情暴发后生态旅游产品偏好特征，为保护区生态旅游发展提供指导。  方法  应用SPSS 23.0软件分析疫情暴发前后自然保护区游客生态旅游行为特征、需求特征，疫情暴发后生态旅游产品陈述性偏好、显示性偏好的人口学特征差异，及生态旅游产品陈述性偏好对显示性偏好的影响效应。  结果  ①疫情暴发前后游客去往自然保护区的旅游频次、旅游时段的差异极显著(P＜0.01)，疫情对游客了解自然保护区的信息渠道、交通方式、旅游花费影响极显著(P＜0.01)，而对其他生态旅游需求、行为特征均无显著影响。②疫情暴发后，游客性别、年龄、受教育程度、职业、收入等人口学特征对部分生态旅游产品陈述性偏好有显著影响(P＜0.05)；年龄、受教育程度、职业对天目山保护区部分产品显示性偏好水平有显著影响(P＜0.05)。③保护区游客生态旅游产品的陈述性偏好对显示性偏好有显著影响(P＜0.05)；天目山保护区游客生物景观和自然教育产品的陈述性偏好对显示性偏好的影响效应，比地文景观和水域景观更明显。  结论  通过融合创新产品引导全新需求、推出智慧化生态旅游产品和服务、加强游客体验后的分享等途径，提出天目山保护区生态旅游产品开发建议。表6参24

Ecotourism consumption behaviors of visitors to Mount Tianmu National Nature Reserve in the post-pandemic era

  Objective  This paper, with an investigation of the impact of COVID-19 on the ecotourism consumption behaviors of visitors to Mount Tianmu National Nature Reserve of Zhejiang and an analysis of their ecotourism product preference in the post-pandemic era, is aimed to provide reference for the development of tourism in nature reserves.   Method  SPSS 23.0 statistical software was employed to analyze the significant differences in visitors’ ecotourism behavior and their demand characteristics in the nature reserves before and after the epidemic, the significant differences in their stated preference and revealed preference of ecotourism products after the epidemic as well as the effect of visitors’ stated preference of eco-tourism products on their revealed preference.   Result  (1) There was extremely significant difference in visitors’ tourism frequency and travel time after the COVID-19 outbreak, the impact of which on their channels of information, transportation means and tourist expenses was extremely significant, yet there was no significant impact on visitors’ other ecotourism needs and consumption behaviors. (2) After the COVID-19 outbreak, demographic characteristics of visitors such as gender, age, educational level, occupation and income exerted a significant impact on their stated preferences of some ecotourism products while age, educational level and occupation exerted significant impact on their revealed preference of some ecotourism products of Tianmu Mountain Reserve. (3) Visitors’ revealed preferences are significantly positively correlated with their stated preferences for ecotourism products of the reserve with the stated preferences of biological landscape and natural education exerting more significant impact than those of geological landscape and water landscape.   Conclusion  A series of development countermeasures were put forward to promote the quality of ecotourism products: innovative products were created to drive new tourist needs while intelligent ecotourism products and services were put forward to enhance visitors’ post-tourism experience, especially in sharing. Ch, 6 tab. 24 ref.]