世界遺產武夷山居民與遊客感知比較研究——以中國福建省為例

World Heritage Mt. Wuyi Perception Study on Comparison between Residents and Tourists: Focused on China Fujian Province

遺產旅遊可能是增長最快的產業，如世界遺產地武夷山。本研究旨在確定武夷山居民和遊客對旅遊目的地的感知是否存在差異。本研究資料來自隨機抽樣得出的參與武夷山旅遊的福建省內居民和省外遊客共363人。研究結果得出：1）拍攝高品質的世界遺產參觀紀錄片和文化節目（如《萬里走單騎——遺產裡的中國》），可以增加遺產地自豪感。2）應該為高收入和受過高等教育的遊客開發旅遊專案，以吸引他們並延長他們的逗留時間。4）問卷中33個認知項目可以歸納為三個因素。5）根據三個因素的MANOVA分析，武夷山組織者應繼續在因素II實用價值方面做出更多努力，如關注在酒店、食品、交通和紀念品方面的提升。

Heritage tourism could be the fastest growing industry such as UNESCO(United Nations Educational, Scientific and Cultural Organization) Mt. Wuyi.The purpose of this research was to determine whether there are differences in the perception of tourist destinations between residents and tourists in world heritage Mt. Wuyi.This study includes 363 residents in Fujian province and tourists outside of Fujian province who participated in the Mt. Wuyi tourism.As a result of the investigation, several aspects of the impact have been resolved.1) High-quality World Heritage Visit Documentary and Cultural Programs(Walking Alone- China in Heritage) to increase pride.2) Tourism programs should be developed for high-income and highly educated tourists to attract them and extend their stay.4) 33 perception items were divided into three factors.5) According to the MANOVA of three factors, Mt. Wuyi organizers should continue to make more efforts in factor II practical value, such as hotels, food, traffic and souvenirs.