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| STUDY ON DIFFERENCE OF TOURISTS' PERCEPTION FOR TOURIST ATTRACTIONS AMONG THREE TYPES OF OPENNESS |
| SUI Li-na1, CHENG Wei2 |
1. Tourism College & Institute of Human Geography, Xi'an International Studies University, Xi'an 710028, China;
2. Shaanxi Academy of Social Sciences, Xi'an 710065, China |
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Abstract According to ticket and fence, tourist attractions could be divided into difference openness:closedoff, semi-open, open-ended. Nevertheless, despite the significant volume and increasing scope of the tourists' perception research, the relationship between the tourist attractions` openness and the tourists' perception remains a gap. Thus, the purpose of this paper is to explore the difference of tourists' perception for the tourist attractions with difference openness. Firstly, from the point of the comparison evaluation in a whole travel process, a theoretical model of tourists' perception chain is build based on quality perception/tourism image- perception value-satisfaction-loyalty. Secondly, the proposed model is tested using tourists' perception data collected in three types tourist attractions with different openness, and they are Tang Paradise,Daminggong Palace National Heritage Park and Qujiang Lake Archaeological Site Park respectively, which the level of openness are on the increase. The results show that the perception difference exists among closed-off, semi-open, open-ended tourist attractions. Tourism image consists of three dimensions:image of resource and community cognition, image of facility cognition and emotional image. Multi-groups path analyses demonstrated that tourist' perception models in three attractions have the same pattern, but the measurement weights are varied. For closed-off tourist attractions, the evaluation on each quality perception dimension is important as tourists pays more attention to products and services on accommodation. For open-ended or semi-open tourist attractions, the tourists hardly neglect the perception on landscape or pay less attention to tourism satisfaction, and the recommendation and revisit desire thus remain uncompromised.
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Received: 27 November 2013
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2014, Vol. 29 
