期刊论文

Study on value realization mechanism of “Internet plus” ecotourism product in the new era:A case study of Nanshan National Park

中文

中国生态旅游

2095-199X

2022

12

02

291-306

湖南省科技特派员服务乡村振兴项目（2021NK4274）； 湖南省林业科技创新资金项目（XLKY202219）； 国家林业和草原局软科学项目（2021131013）；

本校为第一机构

在大力探索生态产品价值实现背景下,生态旅游作为公共产品,为推动生态产品价值实现和中国特色生态文明建设新模式的形成提供有力支撑。本研究选取南山国家公园线路为案例,以S-O-R理论为基础,构建生态旅游产品购买意愿模型,探究生态旅游产品在微信朋友圈购买意愿的内在机制。研究发现:(1)生态旅游产品在微信朋友圈的购买意愿存在“营销媒体特征—感知功利价值—购买意愿”和“社交媒体特征—感知享乐价值—购买意愿”两种形成机制;(2)生态旅游产品在微信朋友圈的购买意愿同时受到功利性因素和享乐性因素的影响,但功利性因素的影响占主导作用;(3)生态旅游产品的价格和产品图片的美观性对感知功利价...

In the context of vigorously exploring the realization of the value of ecological products, ecotourism, as a public product, provides strong support for promoting the realization of the value of ecological products and the formation of a new model of ecological civilization construction with Chinese characteristics. This study selects Nanshan National Park itinerary as a case, constructs a purchase intention model based on S-O-R theory, and explores the internal mechanism of purchase intention of ecotourism products in wechat moments. The study...