生态旅游本土化发展方向及基于环境伦理的实证分析
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摘要
本文回顾了生态旅游的国际研究进展及其在中国的本土化发展研究进程,以及环境伦理学的中外研究进展,对中国生态旅游发展实践中与国外的差异进行了探讨,分析其差异成因。总结了生态旅游的定义和前人对生态旅游本质的探讨后,以此审视中国生态旅游的现状,探讨中国生态旅游的本土化发展方向。进一步,从环境伦理学理论的视角,将环境伦理学的六大关键词和谐、公正、权利、价值、审美、教育用于中国生态旅游本土化的解读,并探索基于环境伦理的生态旅游量化研究,从而引入生态经济学中的价值评估方法。
本文的实证研究应用选择试验法(Choice Experiment)来评估旅游者的价值认知和虚拟支付意愿。研究为验证五个假设：假设一：作为旅游对象的自然生态环境有着较高的价值评估；假设二：中国的生态旅游者环境意识较弱,与一般的旅游者没有明显区分,需要加强环境教育；假设三：旅游市场规模呈现“大众化”特征,且旅游者对控制游客量的改进措施的价值认知较高；假设四：中国的生态旅游者有着特殊的“农”味审美倾向；假设五：旅游者的社会经济状况与参与生态旅游的经历对其价值认知有一定的影响。
在对以华东地区城镇居民参与生态旅游的行为特征及生态意识做了摸底调研后,选取了生态环境治理、环境教育内容、游客规模控制、特色“农”家风味和出行成本为属性变量,在浙江省桐庐、安吉、临安三县(市)进行问卷调研。对于三县(市)各自情况和整体情况,分别使用Statall对样本进行似然估计。研究应用了两个多项式Logit (MNL)模型来分别对三县的调查结果以及整体数据进行分析。结果表明,总体而言,旅游者对生态旅游这四个方面持着倾向于做出改进的态度,对环境责任和“农味”审美赋予了更高的价值,且倾向于对生态旅游的游客量进行控制,但对环境教育的关注度不高,且其生态旅游经历和社会经济状况会对价值认知产生影响。模型结果验证了五个假设,并从生态治理措施的重要性、环境教育的缺失、市场规模的控制方法、“农味”审美的深入人心几个方面审视中国生态旅游的本土化发展。
最后,在结论中总结了：中国生态旅游本土化发展的特色特征系统；生态旅游本质与中国特色生态旅游发展方向；从环境伦理视角看当前中国生态旅游本土化研究的重点方向；三县(市)生态旅游者对生态旅游的价值认知以及选择试验模型可作为生态旅游中环境伦理研究的量化方法。并对研究中的不足之处做了检讨,做出未来展望。
This paper reviewed the international research progress on ecotourism, the development of China's ecotourism localization, and research progress on environmental ethics both in China and foreign countries, based on which it discussed the differences of ecotourism practice in China and that in other countries and analyzed the reasons behind them. After a summary of the definitions of ecotourism and previous discussions on the essence of ecotourism, this paper examined the current situation of China's ecotourism and its localization. On the basis of the above work, this paper explained China's ecotourism localization in the perspective of environmental ethics through application of the6key words-harmony, justice, rights, values, aesthetics and education. It explored the possibility of introducing the value assessment method of ecological economics into quantitative research of environmental ethics-based ecotourism.
This paper adopted the choice experiment method in empirical study to evaluate tourists' value cognition and willingness of virtual payment. The study aimed at verifying5hypotheses:1. there was a rather high value assessment of eco-environment which was the object of eco-tourism;2. eco-tourists in China, who didn't have a big difference with normal tourists, had a weak environmental consciousness and their environmental education needed to be strengthened;3. the market size of ecotourism was bigger and bigger and eco-tourists had a higher appreciation on the improvement measure of tourist quantity control;4. eco-tourists in China had a special taste for rural features;5. eco-toursists'value cognition would be influenced by their ecotourism experiences and their social and economic conditions.
A preliminary survey was conducted before the choice experiment design. Later, with East China's residents as examples, a formal questionnaire survey was carried out in Tonglu, Anji and Lin'an Zhejiang province to investigate China's urban residents'behavior characteristics and ecological consciousness when they participated in ecological tours. Statall was used to conduct likelihood estimation of the three sample regions'performance separately and overall. This research applied2multinomial Logit MNL models to separately analyze the investigation results and overall data of the three regions. The findings of this study showed that generally tourists had expected an improved situation of the four attributes of ecotourism. They attached greater importance to environmental responsibility and unique rural features. They were also supportive of tourist quantity control. However, they were less concerned about environmental education and their value cognition would be influenced by their ecotourism experiences and their social and economic conditions. The results of those models had confirmed the5hypotheses and the localization of China's ecotourism was examined in the paper in terms of the importance of ecological treatment measures, lack of environmental education, methods of market size control, and tourists'increased appreciation of unique rural features.
In conclusion, this paper summarized the system of features and characteristics of China's ecotourism localization, the essence of ecotourism and the development of China's characteristic ecotourism, the focus of the research on China's ecotourism localization in the perspective of environmental ethics, and value cognition of eco-tourists in the three regions towards ecotourism. Furthermore, the feasibility of adopting choice experiment model as the quantitative research method of environmental ethics-based ecotourism was verified. In the end, deficiencies occurred in the study were analyzed and future expectations in this field were made.
本文的实证研究应用选择试验法(Choice Experiment)来评估旅游者的价值认知和虚拟支付意愿。研究为验证五个假设：假设一：作为旅游对象的自然生态环境有着较高的价值评估；假设二：中国的生态旅游者环境意识较弱,与一般的旅游者没有明显区分,需要加强环境教育；假设三：旅游市场规模呈现“大众化”特征,且旅游者对控制游客量的改进措施的价值认知较高；假设四：中国的生态旅游者有着特殊的“农”味审美倾向；假设五：旅游者的社会经济状况与参与生态旅游的经历对其价值认知有一定的影响。
在对以华东地区城镇居民参与生态旅游的行为特征及生态意识做了摸底调研后,选取了生态环境治理、环境教育内容、游客规模控制、特色“农”家风味和出行成本为属性变量,在浙江省桐庐、安吉、临安三县(市)进行问卷调研。对于三县(市)各自情况和整体情况,分别使用Statall对样本进行似然估计。研究应用了两个多项式Logit (MNL)模型来分别对三县的调查结果以及整体数据进行分析。结果表明,总体而言,旅游者对生态旅游这四个方面持着倾向于做出改进的态度,对环境责任和“农味”审美赋予了更高的价值,且倾向于对生态旅游的游客量进行控制,但对环境教育的关注度不高,且其生态旅游经历和社会经济状况会对价值认知产生影响。模型结果验证了五个假设,并从生态治理措施的重要性、环境教育的缺失、市场规模的控制方法、“农味”审美的深入人心几个方面审视中国生态旅游的本土化发展。
最后,在结论中总结了：中国生态旅游本土化发展的特色特征系统；生态旅游本质与中国特色生态旅游发展方向；从环境伦理视角看当前中国生态旅游本土化研究的重点方向；三县(市)生态旅游者对生态旅游的价值认知以及选择试验模型可作为生态旅游中环境伦理研究的量化方法。并对研究中的不足之处做了检讨,做出未来展望。
This paper reviewed the international research progress on ecotourism, the development of China's ecotourism localization, and research progress on environmental ethics both in China and foreign countries, based on which it discussed the differences of ecotourism practice in China and that in other countries and analyzed the reasons behind them. After a summary of the definitions of ecotourism and previous discussions on the essence of ecotourism, this paper examined the current situation of China's ecotourism and its localization. On the basis of the above work, this paper explained China's ecotourism localization in the perspective of environmental ethics through application of the6key words-harmony, justice, rights, values, aesthetics and education. It explored the possibility of introducing the value assessment method of ecological economics into quantitative research of environmental ethics-based ecotourism.
This paper adopted the choice experiment method in empirical study to evaluate tourists' value cognition and willingness of virtual payment. The study aimed at verifying5hypotheses:1. there was a rather high value assessment of eco-environment which was the object of eco-tourism;2. eco-tourists in China, who didn't have a big difference with normal tourists, had a weak environmental consciousness and their environmental education needed to be strengthened;3. the market size of ecotourism was bigger and bigger and eco-tourists had a higher appreciation on the improvement measure of tourist quantity control;4. eco-tourists in China had a special taste for rural features;5. eco-toursists'value cognition would be influenced by their ecotourism experiences and their social and economic conditions.
A preliminary survey was conducted before the choice experiment design. Later, with East China's residents as examples, a formal questionnaire survey was carried out in Tonglu, Anji and Lin'an Zhejiang province to investigate China's urban residents'behavior characteristics and ecological consciousness when they participated in ecological tours. Statall was used to conduct likelihood estimation of the three sample regions'performance separately and overall. This research applied2multinomial Logit MNL models to separately analyze the investigation results and overall data of the three regions. The findings of this study showed that generally tourists had expected an improved situation of the four attributes of ecotourism. They attached greater importance to environmental responsibility and unique rural features. They were also supportive of tourist quantity control. However, they were less concerned about environmental education and their value cognition would be influenced by their ecotourism experiences and their social and economic conditions. The results of those models had confirmed the5hypotheses and the localization of China's ecotourism was examined in the paper in terms of the importance of ecological treatment measures, lack of environmental education, methods of market size control, and tourists'increased appreciation of unique rural features.
In conclusion, this paper summarized the system of features and characteristics of China's ecotourism localization, the essence of ecotourism and the development of China's characteristic ecotourism, the focus of the research on China's ecotourism localization in the perspective of environmental ethics, and value cognition of eco-tourists in the three regions towards ecotourism. Furthermore, the feasibility of adopting choice experiment model as the quantitative research method of environmental ethics-based ecotourism was verified. In the end, deficiencies occurred in the study were analyzed and future expectations in this field were made.
引文
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