游客对地理标志农产品的价值感知及其影响因素分析--以庐山云雾茶为例

摘要

According to the data of investigating 200 tourists at 4 scene spots of Lushan Mountain Scenic Area , taking Lushan cloud-fog tea as an example , the author analyzed tourists ’ value perception of agricultural products with geographical indications and its influencing factors through constructing binary Logistic model .The results indicated that:among the individual characteristic factors of tourists , the resident region , economic power , and educational attainment of tourists had significant effects on their value perception;among the product characteristic factors , the visual image , social image , and quality image of the products obviously af-fected the tourists 'value perception .The government , enterprises , and the industry together should strengthen the brand construction and quality management of agricultural products with geographical indications , enhance their market competitiveness , and contribute to the protection , development and marketing of agricultural products with geographical indications .%基于庐山风景区4个景点200位游客的调查数据，以庐山云雾茶为例分析了游客对地理标志农产品的价值感知状况，且通过建立二元Logistic模型分析了其影响因素。结果表明：在游客个体特征因素中，游客的客源地、经济状况、文化程度对其价值感知影响显著；在产品特征因素中，产品的视觉、社会和品质形象显著影响游客的价值感知。政府与企业、行业之间应齐心协力通过加强地理标志农产品品牌建设、质量管理和提高市场竞争力等措施，为地理标志农产品的保护、开发以及宣传营销工作做出贡献。