商业研究

商业研究

• 旅游文化 • 上一篇    

澳门特别行政区游客教育效果评价方法研究

葛梅1，2，江小凤3   

  1. 1．深圳职业技术学院 管理学院，广东 深圳 518055；2.澳门城市大学 商学院, 澳门；3.澳门城市大学 人文学院，澳门
  • 收稿日期:2017-02-01 出版日期:2017-05-25
  • 作者简介:葛梅（1965-），女，哈尔滨人，深圳职业技术学院管理学院副教授，澳门城市大学商学院工商管理博士，研究方向：工商管理；江小凤（1984-），女，澳门人，澳门城市大学人文学院讲师，研究方向：统计学。
  • 基金资助:
    澳门特别行政区“澳门基金”立项资助课题，项目编号：MFCTU2015-1-17。

A Study of the Evaluation Method of Tourist Education in Macao Special Administrative Region

GE Mei1，2, JIANG Xiao-feng3   

  1. 1.School of Management, Shenzhen Polytechnic, Shenzhen 518055, China; 2.School of Business, Macao City University; Macao, China; 3.School of Humanities, Macao City University, Macao, China
  • Received:2017-02-01 Online:2017-05-25

摘要： 游客文明素质的干预工作得到澳门特别行政区政府的重视，为提升游客教育综合效果，有必要对其游客教育系统进行科学评价。本文选择澳门特别行政区为案例地，采用德菲尔法、层次分析法、问卷调查、模糊综合评价法，通过构建生态旅游区游客教育有效性评价模型，借助SPSS软件分析游客进入澳门特区前后的生态知识、生态文化、生态意识、生态伦理，以及生态行为意愿等各指标得分，针对不同人群得分的差异情况分析游客的社会特征对教育效果的影响。本文旨在为建立一套适用于澳门特区游客教育效果评价的指标体系与方法提供参考。

关键词: 生态旅游教育, 游客教育, 游客教育干预, 效果评价, 评价指标体系

Abstract: The intervention of tourists′ quality has been paid attention to by the Macao Special Administrative Region. It is necessary to make a scientific evaluation on tourists′ education system in order to improve the comprehensive effect of tourist education. By constructing the evaluation model of tourist education effectiveness in the ecotourism area, and using Delphi method, AHP, fuzzy comprehensive evaluation method, questionnaire survey, this paper takes the Macao Special Administrative Region as the case to analyze tourists′ ecological knowledge, ecological culture, ecological consciousness, ecological ethics and ecological behavior intention before and after entering the Macao Special Administrative Region with the help of SPSS software, and the influence of tourists′ social characteristics on the educational effect according to the difference of scores of different groups. The purpose of this paper is to set up a set of index system and method which can be used to evaluate the effect of education in Macao Special Administrative Region.

Key words: ecotourism education, visitor education, education intervention, effect evaluation, evaluation index system