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随着入境旅游市场重要性的提升,世界遗产的旅游效应争议使得世界遗产的差异化影响成为一个值得讨论的问题。本文采用2002—2012年中国30个省份的年度面板数据,分析世界遗产对外国和中国香港、澳门、台湾地区等境外客源市场赴中国大陆旅游需求的影响,并进一步区分世界文化遗产和自然遗产在影响上的差异。研究结果表明,世界遗产对不同客源市场入境旅游需求的影响存在一定的差异,表现为:世界遗产对外国和香港地区的入境旅游需求具有显著的正向影响,对澳门和台湾地区的入境旅游需求的影响不显著,且世界遗产对香港地区游客的影响略高于其对外国游客的影响。进一步地,世界遗产的类别扩大了影响的差异性:世界文化遗产对外国和香港地区的入境旅游具有显著的正向影响,且对后者的影响略高于前者;而世界自然遗产仅对外国和澳门地区入境旅游需求具有显著的正向影响,其对后者的影响显著高于前者;出乎意料的是,世界自然遗产和文化遗产均对台湾地区入境旅游需求不存在显著的影响。上述结果体现了世界遗产的旅游影响差异以及不同入境游客对世界遗产的偏好区别,这一发现有助于理清世界遗产的旅游效应争议,对于旅游市场营销的有效性也具有一定的实践价值。
As the importance of inbound tourism increases, the controversy over the travel effects of World Heritage makes the differentiated impact of World Heritage a subject worth discussing. Based on the annual panel data of 30 provinces in China from 2002 to 2012, this paper analyzes the impact of World Heritage on the tourism demand from overseas tourists, overseas tourist markets such as Hong Kong, Macao and Taiwan in China and their travel needs in mainland China, and further differentiates the world cultural heritage and natural heritage Differences in influence. The results show that there is a certain difference in the impact of World Heritage on the inbound tourism demand of different tourist markets. The performance of World Heritage has a significant positive impact on the inbound tourism demand of foreign countries and Hong Kong. The inbound tourism of Macao and Taiwan The impact of demand is insignificant, and the impact of World Heritage on Hong Kong tourists is slightly higher than their impact on foreign tourists. Furthermore, the categories of world heritage have widened the impact of diversity: the world cultural heritage has a significant positive impact on inbound tourism in foreign countries and Hong Kong with a slightly greater impact on the latter than in the former; and the World Heritage Site only affects foreign countries Which had a significantly positive impact on the demand for inbound tourism in Macao and its impact on the latter was significantly higher than the former. Surprisingly, both the world’s natural and cultural heritage did not have a significant impact on the demand for inbound tourism in Taiwan. The above findings reflect the differences in the tourism impact of World Heritage and the preferences of different inbound tourists for World Heritage. This finding helps to sort out the dispute over the tourism effects of World Heritage and has some practical value for the effectiveness of tourism marketing.