31 6 2012 6 GEOGRAPHICAL RESEARCH Vol.31,No.6 June,2012, (, 310018) :,,,,,,, 7 26, : ; ; :1000-0585(2012)06-1121-11 1, 20%, Chris- topoulou [1],, 80,,, 2005,, 2005, 100, 37,,,,, 20 60, [2], 21, :2011-08-21; :2012-02-02 : (51078215) :(1964-),,,,, E-mai:wendy@zufe.edu.cn
1122 31,, [3], [4] ;,,,,, 2 2.1, ( 1) 30 14'55 ~30 16'56 N 120 02'19 ~120 05'08 E,, 5,,, 10.08km 2 1 Fig.1 ThediagramofXixiWetlandPark sposition,, 2005 2 1,
6 : 1123, [5],, 21,,,,,, 2.2,,,, Devel- lis [6] Sidhu [7] Parasuraman [8] [9], ;,,,,,, 2 3,, SPSS16.0 AMOS17.0 3.1,,,, +,,, [10,11] 3.2,
1124 31 2 Fig.2 DevelopmentprogramofWetlandParkTourist'sExperienceValueScale,, Maryam [12] [13] [9], ( ),, 53, 3.3, : ( );, ( ),, ;,,,,
6 : 1125,,,, 41, 1 1 Tab.1 Scaleprojectafterinitialpurification 1. 2. 3. ( ) 4. 5. 6. 7. 8. 9. ( ), 10. ( ) 11. 12. (, ), 13., 14., 15. ( ) 16., 17. ( ) 18., 19. ( ) 20. 21. ( ) 22. 23. 24. ( ) 25. 26. 27., 28. ( ) 29. 30., 31., 32., 33., 34., 35., 36., 37., ( ) 38., ( ) 39. ( ) 40. 41.
1126 31 3.4,, 2010 6 76, 76, 100% 2010 7 11 100,, ;,, 5, 90, 90%, SPSS16.0 166 (1), SPSS16.0 [8], 0.4, 2 3 4 (2) 2,KMO 0.903 (>0.9), χ 0.000<1%,, [14] 2 KMO Tab.2 KMOandBartlet'sTest KMO 0.903 3.361E3 DF 703 Sig. 0.000,, 1, 0.5, 29 1 20 23 33 16 18 34 21, ( ), 37 14 9 7 1, ; 7 68.633%, 41, 7 41, 7 26, 0.4, 0.4, 26,, 7, 3 (3), (
6 : 1127 ;, ), 2010 7 17 350, 349, 328, 93.7%, 3000, 328 10% 3 Tab.3 TheinitialscaleofWetlandParkTourist'sExperienceValue /% ( ) α 25. 0.759 0.696 27. 0.732 0.703 11.817 (9.389) 28. 0.644 0.577 26. 0.631 7. 0.733 0.591 0.561 11. 0.685 0.633 10. 0.622 10.901 (1.881) 0.523 8. 0.602 0.525 5. 0.571 31. 0.796 30. 0.779 10.671 (1.683) 32. 0.777 0.578 0.782 0.724 0.679 40. 0.810 0.789 41. 0.756 10.450 (1.550) 0.719 39. 0.741 0.661 22. 0.734 0.490 36. 0.662 0.638 8.674 (1.215) 6. 0.648 0.502 35. 0.604 17. 0.675 0.612 0.564 19. 0.628 8.209 (1.107) 0.568 24. 0.586 15. 0.717 0.531 0.562 18. 0.577 0.602 7.913 (1.020) 12., 0.527 0.599 13. 0.506 0.425 68.633 0.928 AMOS17.0 7 26,7,7 7, 1, 3 0.816 0.787 0.855 0.850 0.757 0.732 0.750 [9] Liden, 1 1 x1,x2 g3,g4)
1128 31 3 Fig.3 Modelofconfirmatoryfactoranalysisofwetlandparktourist'sexperiencevalue, ( ) 0.92, AMOS17.0, CMIN ( ) DF ( ) CMIN/DF RMR CFI ( ) IFI ( ) TLI ( ) RMSEA ( ), 4 4 Tab.4 Thefitindexofconfirmatoryfactoranalysis CMIN DF CMIN/DF RMR CFI IFI TLI RMSEA 568.991 278 2.047 0.039 0.929 0.930 0.917 0.057
6 : 1129 5,CMIN/DF=2.047 5, ;RMR=0.039 0.05, ;CFI IFI TLI 0.9, RMSEA=0.057 0.05, Browne RMSEA 0.05- [16] 0.08 3.5,, (1), 1 Fornel 0.6,, [14] 5 Tab.5 Comprehensivereliabilityinspectionoftourist'sexperiencevalue 0.867 0.809 0.886 0.894 0.824 0.764 0.766 6, 0.7 0.6, (2) 1 Ping [18],,,, 2,, 2 4, 3, 3.6731, 3.7378 3.8201 0.787 0.795,,, ;, 1 : = 2/ ( 2 + )
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6 : 1131 [9].. :,2009.47~77. [10]. :,1999.90~95. [11] ZeithamlV A.Comsunerperceptionofprice,qualityandvalue:A means-endmodelandsynthesisofevidence.jour- nalofmarketing,1988,52:2~22. [12] Maryam K.ECOSERV.Eco-touristsQualityExpectations.AnnalsofTourism Research,2003,30(1):109~124. [13],,,..,2010,30(4):594~599. ror.jouralofmarketingresearch,1981,18(1):39~50. [15].,2010,23(7):1335~1344. [16],,,..,2010,65(2):244~255. [17] SharmaS,MukherjeeS,KumarA,etal.Asimulationstudytoinvestigatetheuseofcutofvaluesforassessing modelfitincovariancestructuremodels.journalofbusinessresearch,2005,58(7):935~943. [18] Ping,R.A.Theefectsofsatisfactionandstructuralconstrainsonretailerexiting,voice,loyalty,opportunism andneglect.journalofretailing,1993,69(3):320~352. Methodologicalstudyondevelopmentofvaluescale fortourists'experienceinwetlandparks WEIXia,PAN Yi-ting (BusinessAdministrationColege,ZhejiangUniversityofFinance & Economics,Hangzhou310018,China) [14] FornelC,LarckerDF.Evaluatingstructuralequationmodelswithunobservablevariablesandmeasurementer- Abstract:Asexperienceeconomybegantoflourishandwetlandecologicaltourismcamein- tovogue,tourists'experiencevalueofwetlandparkshasatracted moreatentionfrom bothacademicandpracticalcircles.investigatingtheapproachtoimprovingthetourists' experiencevalueisanefectivewaytoenhancethecompetitivestrengthofwetlandparks. Althoughmanyscholarshaveresearchedstructuraldimensionofthetourists'experience value,theconceptsofthetourists'experiencevaluestilremainvagueandambiguous,es- pecialythequantitativeresearchofthetourists'experiencevalue,whichlacksscientific andreasonable methodsfor measurements.therefore,thefivestepsfordevelopingthe valuescalehavebeenproposed.throughthemethodsofitem-totalcorrelation,explorato- ryfactoranalysis,theconfirmatoryfactoranalysis,reliabilityandvaliditytest,thispaper takesxixiwetlandparkasanempiricalobject.sevenexperiencefactorsthatincludeserv- ice,characteristics,education,cost,ecology,trustandconcern,togetherwith Wetland ParkTourists'ExperienceValueScale(WPTEVAL)whichcomprisesof26itemsarede- velopedtoprovidequantitativetoolsforthemeasurementoftourists'experiencevalue. Keywords:wetlandparks;tourists'experiencevalue;scaledevelopment;Hangzhou