基于SEM的华南植物园环境解说效果评价.pdfVIP

2017,46(1): 59 ～65. Subtropical Plant Science 基于 SEM 的华南植物园环境解说效果评价 陈钰瑶，陈世清 (华南农业大学森林经理研究室，广东 广州 510642) 摘 要：采用线路调查法与问卷调查法，运用 SPSS 分析华南植物园的专业型、探索型、偶然发现型、逃避型 等四类游客选择与使用不同媒体的相关性。认为应通过提高讲解内容的趣味性和吸引力，让重游率最高的偶然 发现型游客变被动接受为主动吸取。根据环境解说系统解说效果理论模型，运用 AMOS 进行结构方程模型(SEM) 分析，得到拟合后的解说效果模型，认为华南植物园环境解说应采用大众传播效果依赖模式，指出存在缺乏人 文关怀、忽略认知体验、游客解说体验不足、内容缺乏趣味性等问题，提出应从解说理念、解说主题、解说内 容、解说媒体等四方面进行优化。 关键词：华南植物园；受众分析；环境解说；SEM；效果依赖模式 Doi: 10.3969/j.issn.1009-7791.2017.01.011 中图分类号：F590 文献标识码：A 文章编号：1009-7791(2017)01-0059-07 Environmental Interpretation in South China Botanical Garden: An Effectiveness Assessment Based on SEM CHEN Yu-yao, CHEN Shi-qing (Institute of Forest Management Research, South China Agricultural University, Guangzhou 510642, Guangdong China) Abstract: Using line survey and questionnaire survey, the correlation between tourists (termed, seeker, stumble, and shadower or shunner) and interpretation media in South China Botanical Garden was analyzed through SPSS in this study. The results suggested it should improve the interesting and attractive of interpretation contents to change the attitude of the stumble, the highest revisit rate tourists, passive acceptance to active absorption. The explanation effect model was acquired according to the effect theory model of environmental interpretation system by SEM analysis. It was found that South China Botanical Garden environmental interpretation system should use the Mass Communication Effect Dependency model. South China Botani