程秋旺 于赟 俞维防 陈钦

摘 要：為探寻国家森林公园游客支付意愿的影响因素和提升途径，以福建省武夷山国家森林公园和莆田九龙谷国家森林公园为调查地，采用随机抽样方式，于2018年夏季对到访游客进行问卷调查，同时运用二元Logistic回归方法对国家森林公园游客支付意愿影响因素进行了实证研究。结果表明：（1）游客的文化程度显著影响游客支付意愿，但存在文化分层现象，且影响是负向的，主要受当前社会慈善“黑箱”问题影响;（2）门票价格则与游客支付意愿呈负相关关系，即门票价格越高，游客支付意愿越低;（3）品牌知名度、游客了解程度与游客支付意愿呈显著的正相关关系，即提高国家森林公园的知名度和游客对国家森林公园的了解程度，有助于提高游客支付意愿;（4）游客的个人年收入、性别、年龄、游玩次数、游客满意度等因素并不会对游客的支付意愿产生影响。这说明游客文化程度显著影响游客支付意愿;门票价格直接影响游客支付意愿;品牌知名度、游客了解程度与游客支付意愿呈正相关。由此可以通过教育、解决“黑箱”问题、降低门票价格、提高游客了解程度、提升品牌知名度等方式，增强游客的支付意愿，提升国家森林公园与游客之间的融合性。

关键词：国家森林公园;支付意愿;影响因素;游客

中图分类号：S7-9 ;F590.3文献标识码：A文章编号：1006-060X（2020）10-0078-05

Abstract： In order to explore the influencing factors and improving ways of tourists' willingness to pay for national forest parks， Wuyishan National Forest Park and Jiulong Valley National Forest Park in Fujian Province were selected as the survey sites. In the summer of 2018， random sampling method was used to conduct a questionnaire survey on the visiting tourists， and the binary logistic regression method was used to conduct an empirical study on the influencing factors for tourists willingness to pay for national forest park. The results show that： （1） the cultural level of tourists significantly affects their willingness to pay， but there is a phenomenon of cultural stratification， and the impact is negative， mainly affected by the current social charity “black box” problem; （2） the ticket price is negatively related to tourists willingness to pay， i. e.， the higher the ticket price， the lower the willingness to pay; （3） brand reputation and tourists understanding are positively correlated with their willingness to pay， that is to say， to improve the popularity of national forest park and tourists understanding of national forest park will help to improve tourists willingness to pay; （4） tourists personal income， gender， age， number of visits， satisfaction and other factors have no significant impact on their willingness to pay. It shows that the cultural level of tourists significantly affects their willingness to pay; the ticket price directly affects tourists willingness to pay; brand reputation and tourists understanding are positively correlated with tourists willingness to pay. Therefore， we can strengthen education， solve the “black box” problem， reduce ticket prices， and improve tourists understanding and brand reputation to enhance tourists willingness to pay， at the same time， enhance the integration between national forest park and tourists.

Key words： national forest park; willingness to pay; influencing factors; tourists

近年来，“旅游开发、规划先行”的观念已深入人心[1]。保护旅游资源和生态环境，是所有人共同的责任。……