沙漠旅游主客体系统及景区竞争优势：典型案例研究
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摘要
随着旅游业的发展,特别是生态旅游的兴起,沙漠旅游发展迅速,逐渐成为一种大众认可的新兴旅游产品。相应的,沙漠旅游研究也逐渐增多。国内的研究多集中在沙漠旅游发展现状,沙漠旅游资源的特点分析,资源的分布与分类、发展对策及产品开发等；国外研究多和生态旅游、可持续旅游、生态保护、社区利益增长结合在一起进行研究。相比之下,国内沙漠旅游和可持续发展问题研究较为粗浅,对沙漠旅游负面影响考虑的很少。国内外沙漠景区开发的力度都在加大,出现了一些有特色和代表性的景区。
对旅游系统空间结构特征的把握及其在旅游开发、规划、经营、管理中的应用,是旅游科学的核心任务。为了把握沙漠旅游系统特征及其在旅游开发和管理中的应用,选取典型案例地对其中最为主要的主客体系统进行研究。巴丹吉林沙漠景区是阿拉善沙漠世界地质公园的主园区,沙坡头景区是国家首批AAAAA级景区,被专家誉为拥有“世界垄断性资源”,二者无论级别地位、景区规模,还是资源特色、开发模式等在我国沙漠景区中都具有鲜明的代表性。以其为典型案例进行沙漠旅游系统的研究并将二者竞争优势进行对比分析,据之提出我国沙漠旅游开发策略乃至旅游业发展模式,是十分必要的。
客体系统方面,通过对景区概况、开发影响因子和SWOT模型分析后认为,巴丹吉林沙漠景区和沙坡头景区相同点均位于我国西北内陆,旅游资源丰富,品牌效应都已凸显,便于和周边旅游资源联合开发,且面临同质旅游地的空间竞争。不同之处是巴丹吉林景区的资源主体是高大沙山和湖泊及二者的奇异组合,而沙坡头景区的资源主体较为多样化。前者面临的主要问题是景点过于分散且可进入性差,而沙坡头景区是被一分为二。沙坡头景区相对于巴丹吉林景区经济区位和交通区位都较好。从开发类型上来看,巴丹吉林沙漠适合发展为以探险观光型旅游产品为主体,大众娱乐及休闲度假为辅助的景区。沙坡头适合发展为以观光娱乐和休闲度假为主体,探险及科考旅游为辅助的景区。
在客体系统中,旅游环境容量限定了旅游景区的最适发展规模,对案例地巴丹吉林沙漠景区和沙坡头景区的旅游经济容量、资源空间容量、生态容量和心理容量逐一进行分析后认为,前者目前的限制性容量是经济容量,即依据旅游容量的理论和实际分析,前者旅游容量中限制性容量在不同发展阶段应该不同,在初级阶段应该是经济容量,在未来可能是生态容量或者资源空间容量；而后者更接近一个游览观光和乐园式的景区,如果游客不断增多的话,资源空间容量和生态容量应是首要的限制性因素。
主体系统研究方面,调查组在2010、2011年国庆黄金周分两次在内蒙古巴丹吉林沙漠景区进行游客市场构成及游客行为调查。采取便利抽样法,总共发放问卷830份,回收有效问卷775份,调查结果通过EXCEL办公软件处理。结果显示,巴丹吉林沙漠景区男性游客比重(58.6%)明显高于女性(41.4%),游客相对于全国市场更趋于年轻化(45岁以下的游客占81.9%),并以高学历游客为主(大学专科以上的游客占83.9%),市场吸引半径很大,一级客源是内蒙古、甘肃、陕西、北京、上海、广东、浙江、江苏、福建、辽宁等,二级客源市场是重庆、宁夏、四川、湖北、河北、山西、河南等,海外市场主要是欧洲和东亚(韩国、日本)。客源市场在体现出游距离衰减规律的基础上,还叠加了开放度衰减和经济水平衰减的特征。以巴丹吉林沙漠景区为例,构建出游客的旅游决策模型,用七个阶段来描述：旅游动机产生、搜集信息、确定目的地和线路、进行预算、确定出游方式、最终采取决定和出游,具体决策细节与大众化成熟景区游客存在不同。游客巴丹吉林沙漠之行的主要动机是欣赏美景、放松心情、摄影、探险及寻求刺激、户外锻炼和体验不同的生活经历等,表现比较多样化,要求产品设计类型也应多样化,在巩固高端旅游市场的基础上扩大游客市场。
旅游者感知价值对旅游地选择意向有重要影响,后者和旅游地的市场竞争力又密切相关。基于相关理论和前人经验,在试测和访谈的基础上自编感知价值问卷,经探索性因子分析和总体修正系数分析得到31个项目,满意度调查和行为意向调查各3个项目,总共37个项目,经验证性因子分析、信度和效度检验证明问卷设计比较合理。调查组于2010年国庆节期间在巴丹吉林沙漠发放并回收有效问卷464份(和当年的游客市场与行为调查同时进行),2011年清明节期间在沙坡头大漠景区发放并回收有效问卷223份。有效数据使用SPSS统计软件处理后得出沙漠旅游景区游客感知价值九大因子中,除感知成本外,感知利益各因子按重要性排序分别为资源价值、服务价值、设施价值、品牌价值、环境价值、特色价值、成就价值和教育价值。除性别变量外,年龄、文化程度、职业和月平均收入等特征在九大因子中的若干因子上都存在显著差异,这说明景区的设计、建设和广告营销应当实行差异化的策略。游客感知价值9个维度与行为意向之间的回归系数都达到极显著水平,说明感知价值对行为意向具有较好的预测能力；满意度对行为意向的影响也是显著正相关,因此要提升景区竞争优势,提高游客满意度同样重要。在此基础上对巴丹吉林沙漠景区和沙坡头景区的竞争关系进行了实证评估,结果表明：沙坡头景区感知利益各个维度、巴丹吉林沙漠景区感知利益中除服务价值和设施价值外的各个维度得分都在3分以上,说明游客对此评价较高,两景区的感知成本也超过3分(巴丹吉林沙漠和沙坡头分别是3.256分和3.110分),说明游客感觉此行的成本偏高；沙坡头景区的服务价值和设施价值显著高于巴丹吉林景区,而巴丹吉林景区的品牌价值明显高于沙坡头景区,从感知价值角度讲,两景区在“物超所值”的水平上进行竞争,但竞争或潜在竞争形态比较复杂,沙坡头景区竞争水平略高于巴丹吉林沙漠景区(感知价值得分为1.101分比1.042分)。巴丹吉林景区应当优先在提高顾客的设施价值和服务价值上做努力,两景区都要同时在“高利益”和“低成本”上下功夫。
对本次研究进行总结后提出了沙漠景区开发原则,即重视环境暗示,设计与管理相互配合,注重体现资源设计与开发中的美学要素。在未来旅游开发中建议扩大宣传,完善设施,设计多样化的旅游项目,节事活动要提前宣传,规范行业管理,加大招商引资力度,合理分配旅游环境容量,旅游资源整合开发,开发深层生态旅游和加强安全体系建设。
With the development of tourism, especially the rise of eco-tourism, desert tourism has developed rapidly, gradually becoming a wide-accepted new tourism product. Accordingly, desert tourism research has gradually strengthened. The domestic studies are mainly focused on the desert tourism development condition, desert tourism resources analysis, resource's distribution and classification, development strategy and product's development. The foreign studies have mainly combined eco-tourism, sustainable tourism, ecological protection, community interest's growth in study. By contrast, the domestic research of desert tourism and sustainable development is superficial, and rarely have concerned about negative impact of desert tourism. International desert area development is enhancing now, and some unique and representative areas are springing up.
It is the core task of tourism science that grasps the spatial structure characteristics of tourism system and its application in tourism development, planning, and management. In order to grasp the desert tourism system's characteristics and its application in tourism development and management, we carry the typical cases into studying the subjective-objective system. Badain Jaran Desert is the core area of Alxa Desert Global Geopark. As one of first national AAAAA level scenic spots, Shapotou is considered by experts as having "world monopoly resources". They both have a distinct representation in all of desert scenic areas in China. So we select them as major cases in this study. As a typical case study of desert tourism system, as well as comparative study on competition superiority and analysis on desert tourism development strategy and prospect, it is very necessary to proposed desert tourism development strategy.
In objective system, through the overview of destination, influencing factor of development and SWOT analysis, we believe that Badain Jaran Desert and the Shapotou scenic area, have the same point that they are located in Northwest China, rich in tourism resources, brand effect having been highlighted, easy to joint-development with the surrounding tourism resources, winning the local government policies and funding support, and being faced with spatial homogeneous competition. The Different points are that, in Badain Jaran Desert, the main resources are desert and lakes, and in Shapotou scenic spot, the type of resources are more diverse. The main problem of the former lies in scattered attractions and poor accessibility, and of the latter, is divided into two parts. Compared with Badain Jaran Desert, Shapotou scenic area has better economic and traffic locations. For the development type, in Badain Jaran Desert, it is suitable for developing adventure and Sightseeing tourism products as the main body, the public entertainment and leisure resort products as the auxiliary. In Shapotou, it is suitable for developing Sightseeing, entertainment and leisure products as the main, exploration and scientific tourism as the auxiliary part.
In the objective system, the tourism environmental capacity defines tourism optimum development scale. Based on the analysis of economic capacity, ecological capacity, resource spatial capacity and mental capacity of Badain Jaran Desert and Shapotou, the former's tourism restrictive capacity at different development stages could be different. It should be economic capacity in the primary and ecological capacity or resource capacity in the future; while the latter is more close to a sightseeing and amusement park, and if tourists continue increasing, resource capacity and ecological capacity will be the primary limiting factors.
From the perspective of subjective system, during the Traveling Week of National Day in 2010 and 2011, it is conducted two surveys for market and tourists' behavior in Badain Jaran Desert, Inner Mongolia. By facilitate sampling, a total of 830 questionnaires were issued, which 775 questionnaires were valid. The data were processed through the EXCEL office software. The results showed that male visitors have a higher proportion (58.6%) than females (41.4%), tourists tending to be younger than those of national market (visitors below 45 years accounting for 81.9% of total), and the highly educated visitors were the main body (83.9% of visitors being highly educated). It has a large market's attract radius as to the typical area Badain Jaran Desert. The primary tourist market mainly includes Inner Mongolia, Gansu, Shaanxi, Beijing, Shanghai, Guangdong, Zhejiang, Jiangsu, Fujian and Liaoning. The Secondary market mainly includes Chongqing, Ningxia, Sichuan, Hubei, Hebei, Shanxi and Henan. Europe and East Asia (Korea, Japan) are the main overseas markets. In tourists' market, it not only reflects the law of distance attenuation, but also superimposes open level and economic level attenuation characteristics. In addition, as a case study of Badain Jaran Desert, it is built decision-making model about tourists, which the decision-making process can be described with seven stages: generating the need or motive of traveling, collecting related information of traveling, determining travel destination or itinerary, making the travel budget, determining the transport of traveling, deciding to travel out and finally going traveling. The decision-making way is different to that of mature popular scenic areas in details. In Badain Jaran Desert, the main motives of tourists can be divided as follows:enjoying the beautiful scenery, relaxing, taking photos, adventuring, doing exercising outdoor and achieving different life experiences. The diverse types require that product design should also be diversified, then expand tourist market on the basis of consolidation of senior tourism market.
Tourist perceived value has an important influence on tourists' intentions. Besides, the tourism market competitive superiority is closely related to the choice of tourist. Based on the theory and previous experience, on the basis of trial test and interview, it is developed perceived value questionnaire. After the exploratory factor and overall correction analysis, it comes to 31 items, and satisfaction and behavioral intentions survey both have 3 items, then comes to a total of 37 items. Confirmatory factor analysis, reliability and validity test prove the scale well-designed. In Badain Jaran Desert,464 valid questionnaires were received during the National Day in 2010. During Qingming festival in 2011, in Shapotou,223 valid questionnaires were received. Valid data were processed by SPSS statistical software. Then it comes to the nine factors of perceived value of desert tourists. Except the perceived costs, each factor of perceived benefit, in status order, is resource value, service value, facility value, brand value, environment value, feature value, achievement value and education value. Except gender variable, there are significant differences of certain ones of the nine factors on variables such as age, educational background, occupation and monthly income. That indicates product design, construction, marketing and advertising should be different. The regression coefficients between nine dimensions of perceived value and behavioral intention reach to a significant level, which means perceived value has significant predictive effect on behavioral intentions. Degree of satisfaction degree also has a significant positive correlation to behavioral intention. So to enhance the destination's competitive superiority, improve visitors' degree of satisfaction is equally important. Next, empirical evaluation on competitive superiority of Badain Jaran Desert and Shapotou shows that:in Shapotou, each dimension of perceived benefit and each dimension except service and facility value in Badain Jaran Desert, get the scores all above 3 points, which indicates a higher evaluation by visitors. The scores of perceived cost in two scenic areas are also more than 3 points (3.256 points in Badain Jaran to 3.110 points in Shapotou), that shows a high cost of the tour; service and facility values of Shapotou are significantly higher than the values of Badain Jaran, but the brand value of Badain Jaran is significantly higher than the value of Shapotou. From the perspective of perceived value, the two scenic areas compete at a level of "perceived benefits exceeding perceived costs", and the form of competition or potential competition is more complex. On an average, there is a slightly higher competitive level of Shapotou than Badain Jaran (perceived value scoring 1.101 points tol.042 points). We should not only give priority to improving customer'facility and service values on Badain Jaran Desert, but also make efforts for the "high interest" and "low cost" on them two.
After making a summary of this study, as to principle of development, it is suggested that we should pay attention to the environmental suggestion, making design and management complement each other, focusing on aesthetic elements in design and development. Then, in future, for further development, it is proposed that we should go on advertising, improving facilities, designing a variety of tourism products, publicizing festival activities in advance, regulating the industry management, increasing investment, making a reasonable allocation of environmental capacity of destinations, integrating tourism resources, developing deep ecology tourism and strengthen the security system.
对旅游系统空间结构特征的把握及其在旅游开发、规划、经营、管理中的应用,是旅游科学的核心任务。为了把握沙漠旅游系统特征及其在旅游开发和管理中的应用,选取典型案例地对其中最为主要的主客体系统进行研究。巴丹吉林沙漠景区是阿拉善沙漠世界地质公园的主园区,沙坡头景区是国家首批AAAAA级景区,被专家誉为拥有“世界垄断性资源”,二者无论级别地位、景区规模,还是资源特色、开发模式等在我国沙漠景区中都具有鲜明的代表性。以其为典型案例进行沙漠旅游系统的研究并将二者竞争优势进行对比分析,据之提出我国沙漠旅游开发策略乃至旅游业发展模式,是十分必要的。
客体系统方面,通过对景区概况、开发影响因子和SWOT模型分析后认为,巴丹吉林沙漠景区和沙坡头景区相同点均位于我国西北内陆,旅游资源丰富,品牌效应都已凸显,便于和周边旅游资源联合开发,且面临同质旅游地的空间竞争。不同之处是巴丹吉林景区的资源主体是高大沙山和湖泊及二者的奇异组合,而沙坡头景区的资源主体较为多样化。前者面临的主要问题是景点过于分散且可进入性差,而沙坡头景区是被一分为二。沙坡头景区相对于巴丹吉林景区经济区位和交通区位都较好。从开发类型上来看,巴丹吉林沙漠适合发展为以探险观光型旅游产品为主体,大众娱乐及休闲度假为辅助的景区。沙坡头适合发展为以观光娱乐和休闲度假为主体,探险及科考旅游为辅助的景区。
在客体系统中,旅游环境容量限定了旅游景区的最适发展规模,对案例地巴丹吉林沙漠景区和沙坡头景区的旅游经济容量、资源空间容量、生态容量和心理容量逐一进行分析后认为,前者目前的限制性容量是经济容量,即依据旅游容量的理论和实际分析,前者旅游容量中限制性容量在不同发展阶段应该不同,在初级阶段应该是经济容量,在未来可能是生态容量或者资源空间容量；而后者更接近一个游览观光和乐园式的景区,如果游客不断增多的话,资源空间容量和生态容量应是首要的限制性因素。
主体系统研究方面,调查组在2010、2011年国庆黄金周分两次在内蒙古巴丹吉林沙漠景区进行游客市场构成及游客行为调查。采取便利抽样法,总共发放问卷830份,回收有效问卷775份,调查结果通过EXCEL办公软件处理。结果显示,巴丹吉林沙漠景区男性游客比重(58.6%)明显高于女性(41.4%),游客相对于全国市场更趋于年轻化(45岁以下的游客占81.9%),并以高学历游客为主(大学专科以上的游客占83.9%),市场吸引半径很大,一级客源是内蒙古、甘肃、陕西、北京、上海、广东、浙江、江苏、福建、辽宁等,二级客源市场是重庆、宁夏、四川、湖北、河北、山西、河南等,海外市场主要是欧洲和东亚(韩国、日本)。客源市场在体现出游距离衰减规律的基础上,还叠加了开放度衰减和经济水平衰减的特征。以巴丹吉林沙漠景区为例,构建出游客的旅游决策模型,用七个阶段来描述：旅游动机产生、搜集信息、确定目的地和线路、进行预算、确定出游方式、最终采取决定和出游,具体决策细节与大众化成熟景区游客存在不同。游客巴丹吉林沙漠之行的主要动机是欣赏美景、放松心情、摄影、探险及寻求刺激、户外锻炼和体验不同的生活经历等,表现比较多样化,要求产品设计类型也应多样化,在巩固高端旅游市场的基础上扩大游客市场。
旅游者感知价值对旅游地选择意向有重要影响,后者和旅游地的市场竞争力又密切相关。基于相关理论和前人经验,在试测和访谈的基础上自编感知价值问卷,经探索性因子分析和总体修正系数分析得到31个项目,满意度调查和行为意向调查各3个项目,总共37个项目,经验证性因子分析、信度和效度检验证明问卷设计比较合理。调查组于2010年国庆节期间在巴丹吉林沙漠发放并回收有效问卷464份(和当年的游客市场与行为调查同时进行),2011年清明节期间在沙坡头大漠景区发放并回收有效问卷223份。有效数据使用SPSS统计软件处理后得出沙漠旅游景区游客感知价值九大因子中,除感知成本外,感知利益各因子按重要性排序分别为资源价值、服务价值、设施价值、品牌价值、环境价值、特色价值、成就价值和教育价值。除性别变量外,年龄、文化程度、职业和月平均收入等特征在九大因子中的若干因子上都存在显著差异,这说明景区的设计、建设和广告营销应当实行差异化的策略。游客感知价值9个维度与行为意向之间的回归系数都达到极显著水平,说明感知价值对行为意向具有较好的预测能力；满意度对行为意向的影响也是显著正相关,因此要提升景区竞争优势,提高游客满意度同样重要。在此基础上对巴丹吉林沙漠景区和沙坡头景区的竞争关系进行了实证评估,结果表明：沙坡头景区感知利益各个维度、巴丹吉林沙漠景区感知利益中除服务价值和设施价值外的各个维度得分都在3分以上,说明游客对此评价较高,两景区的感知成本也超过3分(巴丹吉林沙漠和沙坡头分别是3.256分和3.110分),说明游客感觉此行的成本偏高；沙坡头景区的服务价值和设施价值显著高于巴丹吉林景区,而巴丹吉林景区的品牌价值明显高于沙坡头景区,从感知价值角度讲,两景区在“物超所值”的水平上进行竞争,但竞争或潜在竞争形态比较复杂,沙坡头景区竞争水平略高于巴丹吉林沙漠景区(感知价值得分为1.101分比1.042分)。巴丹吉林景区应当优先在提高顾客的设施价值和服务价值上做努力,两景区都要同时在“高利益”和“低成本”上下功夫。
对本次研究进行总结后提出了沙漠景区开发原则,即重视环境暗示,设计与管理相互配合,注重体现资源设计与开发中的美学要素。在未来旅游开发中建议扩大宣传,完善设施,设计多样化的旅游项目,节事活动要提前宣传,规范行业管理,加大招商引资力度,合理分配旅游环境容量,旅游资源整合开发,开发深层生态旅游和加强安全体系建设。
With the development of tourism, especially the rise of eco-tourism, desert tourism has developed rapidly, gradually becoming a wide-accepted new tourism product. Accordingly, desert tourism research has gradually strengthened. The domestic studies are mainly focused on the desert tourism development condition, desert tourism resources analysis, resource's distribution and classification, development strategy and product's development. The foreign studies have mainly combined eco-tourism, sustainable tourism, ecological protection, community interest's growth in study. By contrast, the domestic research of desert tourism and sustainable development is superficial, and rarely have concerned about negative impact of desert tourism. International desert area development is enhancing now, and some unique and representative areas are springing up.
It is the core task of tourism science that grasps the spatial structure characteristics of tourism system and its application in tourism development, planning, and management. In order to grasp the desert tourism system's characteristics and its application in tourism development and management, we carry the typical cases into studying the subjective-objective system. Badain Jaran Desert is the core area of Alxa Desert Global Geopark. As one of first national AAAAA level scenic spots, Shapotou is considered by experts as having "world monopoly resources". They both have a distinct representation in all of desert scenic areas in China. So we select them as major cases in this study. As a typical case study of desert tourism system, as well as comparative study on competition superiority and analysis on desert tourism development strategy and prospect, it is very necessary to proposed desert tourism development strategy.
In objective system, through the overview of destination, influencing factor of development and SWOT analysis, we believe that Badain Jaran Desert and the Shapotou scenic area, have the same point that they are located in Northwest China, rich in tourism resources, brand effect having been highlighted, easy to joint-development with the surrounding tourism resources, winning the local government policies and funding support, and being faced with spatial homogeneous competition. The Different points are that, in Badain Jaran Desert, the main resources are desert and lakes, and in Shapotou scenic spot, the type of resources are more diverse. The main problem of the former lies in scattered attractions and poor accessibility, and of the latter, is divided into two parts. Compared with Badain Jaran Desert, Shapotou scenic area has better economic and traffic locations. For the development type, in Badain Jaran Desert, it is suitable for developing adventure and Sightseeing tourism products as the main body, the public entertainment and leisure resort products as the auxiliary. In Shapotou, it is suitable for developing Sightseeing, entertainment and leisure products as the main, exploration and scientific tourism as the auxiliary part.
In the objective system, the tourism environmental capacity defines tourism optimum development scale. Based on the analysis of economic capacity, ecological capacity, resource spatial capacity and mental capacity of Badain Jaran Desert and Shapotou, the former's tourism restrictive capacity at different development stages could be different. It should be economic capacity in the primary and ecological capacity or resource capacity in the future; while the latter is more close to a sightseeing and amusement park, and if tourists continue increasing, resource capacity and ecological capacity will be the primary limiting factors.
From the perspective of subjective system, during the Traveling Week of National Day in 2010 and 2011, it is conducted two surveys for market and tourists' behavior in Badain Jaran Desert, Inner Mongolia. By facilitate sampling, a total of 830 questionnaires were issued, which 775 questionnaires were valid. The data were processed through the EXCEL office software. The results showed that male visitors have a higher proportion (58.6%) than females (41.4%), tourists tending to be younger than those of national market (visitors below 45 years accounting for 81.9% of total), and the highly educated visitors were the main body (83.9% of visitors being highly educated). It has a large market's attract radius as to the typical area Badain Jaran Desert. The primary tourist market mainly includes Inner Mongolia, Gansu, Shaanxi, Beijing, Shanghai, Guangdong, Zhejiang, Jiangsu, Fujian and Liaoning. The Secondary market mainly includes Chongqing, Ningxia, Sichuan, Hubei, Hebei, Shanxi and Henan. Europe and East Asia (Korea, Japan) are the main overseas markets. In tourists' market, it not only reflects the law of distance attenuation, but also superimposes open level and economic level attenuation characteristics. In addition, as a case study of Badain Jaran Desert, it is built decision-making model about tourists, which the decision-making process can be described with seven stages: generating the need or motive of traveling, collecting related information of traveling, determining travel destination or itinerary, making the travel budget, determining the transport of traveling, deciding to travel out and finally going traveling. The decision-making way is different to that of mature popular scenic areas in details. In Badain Jaran Desert, the main motives of tourists can be divided as follows:enjoying the beautiful scenery, relaxing, taking photos, adventuring, doing exercising outdoor and achieving different life experiences. The diverse types require that product design should also be diversified, then expand tourist market on the basis of consolidation of senior tourism market.
Tourist perceived value has an important influence on tourists' intentions. Besides, the tourism market competitive superiority is closely related to the choice of tourist. Based on the theory and previous experience, on the basis of trial test and interview, it is developed perceived value questionnaire. After the exploratory factor and overall correction analysis, it comes to 31 items, and satisfaction and behavioral intentions survey both have 3 items, then comes to a total of 37 items. Confirmatory factor analysis, reliability and validity test prove the scale well-designed. In Badain Jaran Desert,464 valid questionnaires were received during the National Day in 2010. During Qingming festival in 2011, in Shapotou,223 valid questionnaires were received. Valid data were processed by SPSS statistical software. Then it comes to the nine factors of perceived value of desert tourists. Except the perceived costs, each factor of perceived benefit, in status order, is resource value, service value, facility value, brand value, environment value, feature value, achievement value and education value. Except gender variable, there are significant differences of certain ones of the nine factors on variables such as age, educational background, occupation and monthly income. That indicates product design, construction, marketing and advertising should be different. The regression coefficients between nine dimensions of perceived value and behavioral intention reach to a significant level, which means perceived value has significant predictive effect on behavioral intentions. Degree of satisfaction degree also has a significant positive correlation to behavioral intention. So to enhance the destination's competitive superiority, improve visitors' degree of satisfaction is equally important. Next, empirical evaluation on competitive superiority of Badain Jaran Desert and Shapotou shows that:in Shapotou, each dimension of perceived benefit and each dimension except service and facility value in Badain Jaran Desert, get the scores all above 3 points, which indicates a higher evaluation by visitors. The scores of perceived cost in two scenic areas are also more than 3 points (3.256 points in Badain Jaran to 3.110 points in Shapotou), that shows a high cost of the tour; service and facility values of Shapotou are significantly higher than the values of Badain Jaran, but the brand value of Badain Jaran is significantly higher than the value of Shapotou. From the perspective of perceived value, the two scenic areas compete at a level of "perceived benefits exceeding perceived costs", and the form of competition or potential competition is more complex. On an average, there is a slightly higher competitive level of Shapotou than Badain Jaran (perceived value scoring 1.101 points tol.042 points). We should not only give priority to improving customer'facility and service values on Badain Jaran Desert, but also make efforts for the "high interest" and "low cost" on them two.
After making a summary of this study, as to principle of development, it is suggested that we should pay attention to the environmental suggestion, making design and management complement each other, focusing on aesthetic elements in design and development. Then, in future, for further development, it is proposed that we should go on advertising, improving facilities, designing a variety of tourism products, publicizing festival activities in advance, regulating the industry management, increasing investment, making a reasonable allocation of environmental capacity of destinations, integrating tourism resources, developing deep ecology tourism and strengthen the security system.
引文
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