地理学报 ›› 2014, Vol. 69 ›› Issue (10): 1557-1574.doi: 10.11821/dlxb201410014

• 社会文化与旅游地理 • 上一篇    下一篇

基于社会交换理论的社区旅游支持度模型及应用——以黄山风景区门户社区为例

王咏, 陆林   

  1. 安徽师范大学国土资源与旅游学院, 旅游发展与规划研究中心, 芜湖241003
  • 收稿日期:2013-10-25 修回日期:2014-06-20 出版日期:2014-10-20 发布日期:2014-12-11
  • 通讯作者: 陆林(1962-), 男, 安徽芜湖人, 博士, 教授, 博士生导师, 中国地理学会会员(S110000078M), 主要从事人文地理教学与科研工作.E-mail: llin@263.net E-mail:llin@263.net
  • 作者简介:王咏(1974-), 女, 安徽六安人, 博士生, 副教授, 主要研究方向为旅游地理和旅游规划.E-mail: yongw1020@126.com
  • 基金资助:
    国家自然科学基金重点项目(41230631)

Community tourism support model and its application based on social exchange theory: Case studies of gateway communities of Huangshan Scenic Area

WANG Yong, LU Lin   

  1. Research Center of Tourism Planning and Development, College of Territorial Resources and Tourism, Anhui Normal University, Wuhu 241003, Anhui, China
  • Received:2013-10-25 Revised:2014-06-20 Online:2014-10-20 Published:2014-12-11
  • Supported by:
    Key Program of National Natural Science Foundation of China, No.41230631

摘要: 门户社区毗邻风景区且处于其出入口位置,在旅游发展中面临特殊的机遇和难题.依据社会交换理论,选择“社区参与度”、“居住区条件”、“对旅游机构信任度”、“旅游利益感知”、“旅游成本感知”、“社区满意度”和“旅游支持度”7 个结构变量构建社区旅游支持度测度模型,以黄山风景区的4 个门户社区为研究案例,对该模型进行检验,通过结构方程模型分析和因子分析,探讨模型内各变量对社区旅游支持度发挥作用的路径及造成同一风景区不同门户社区支持度差异的影响因素.研究结果表明:① 总体而言,旅游利益感知和社区满意度对旅游支持度有正向影响;居住区条件、对旅游机构信任度和社区满意度对旅游利益感知有正向影响;社区参与度、居住区条件和对旅游机构信任度对社区满意度有正向影响.社区参与度对旅游利益感知正向影响不显著,旅游成本感知这一变量与其他变量之间关系不大.②各地居民感知和旅游支持度存在差异,南门汤口各维度总体得分最高,北门甘棠—耿城次之,东门谭家桥第三,西门焦村得分最低.③ 门户社区与黄山风景区的空间关系、区位条件与交通格局、旅游经济发展水平等因素造成了各门户社区旅游支持度的差异.

关键词: 黄山风景区, 门户社区, 旅游支持度, 社会交换理论, 居民感知

Abstract: Being adjacent and at the entrance position to scenic area, gateway communities are confronted with special opportunities and problems in their tourism development. According to social exchange theory, the paper chooses seven structural variables (community participation, neighborhood conditions, trust in tourism institutions, perceived benefits of tourism, perceived costs of tourism, community satisfaction and tourism support) to build a structural equation model reflecting their impacts on the support of tourism of residents. On the basis of four gateway communities of Huangshan scenic area the model is validated. Based on the structural equation model analysis and factor analysis, the paper discusses the pathways through which the variables play a part in community tourism support and the external factors affecting tourism support in different gateway communities for the same scenic area. The study results are shown as follows: (1) In general, perceived benefits of tourism and community satisfaction has a positive effect on tourism support. Neighborhood conditions, trust in tourism institutions and community satisfaction has a positive effect on perceived benefits of tourism. Community participation, neighborhood conditions and trust in tourism institutions affect community satisfaction positively. The positive relationship between community participation and perceived benefits of tourism is not significant. Perceived costs of tourism have little to do with other variables. (2) Residents' perception and tourism support are not the same in different gateway communities of Huangshan scenic area. The overall score of the south gateway town Tangkou is the highest. The north gateway town Gantang- Gengcheng takes the second place. The east gateway town Tanjiaqiao is the third and the west gateway town Jiaocun is the lowest. (3) The factors such as spatial relations between the gateway communities and scenic area, geographical conditions and traffic pattern and the tourism economy development level contribute to the tourism supports difference in different gateway communities.

Key words: residents' perception, Huangshan scenic area, gateway communities, tourism support, the social exchange theory