摘 要

湿地因其独特的生态系统功能，被誉为“地球之肾”，在呼吁生态保护、建设生态文明的背景下，湿地生态旅游也逐渐出现在人们的视野中，不仅带来经济效益与社会效益，生态旅游收入也反向促进生态发展。其中，湿地生态旅游与生态旅游呈种属关系，是一种绿色、低碳、文明的旅游，强调了人类与湿地是共生共存，协调发展的伙伴关系，力求生态、社会、经济效益三者之间协调发展是湿地生态旅游的本质属性。因此，湿地生态旅游建设与开发应建立在三种效益相统一的基础上，不能仅仅用经济收入来衡量生态效果，单纯地注重经济发展建设而忽视社会或者生态文明建设，要做到湿地生态的可持续性发展。

溱湖国家湿地公园北亚热带季风气候区内，地理位置优越，自然风光优美，有较为丰富的物种资源与景区文化。全文以湿地生态建设为核心思想，通过分析溱湖湿地形象感知与绩效两大方面，从形象感知方面看，通过收集美团、大众点评等平台上游客评价，采用网络文本分析法并进行因素分析和语义网络分析。因素分析法分为动机与行为及态度与感知两大方面。在对溱湖湿地形象感知分析时结合网络文本分析法与高频词分析法，并结合扎根理论对溱湖形象进行要素编码，使人们更能清晰看到从旅游环境及资源、旅游交通及标识、旅游消费及体验与旅游设施及服务四大方面存在不同的问题。

湿地生态服务系统也具备社会、经济及生态效益功能，因此本文对溱湖国家湿地公园的湿地绩效进行了研究。在湿地经济效益方面，分为直接经济效益与间接经济效益。在湿地社会效益方面，分析湿地建设不仅增加就业岗位，提升人们幸福指数，还提供科普教育宣传场所，尤其对青少年的科学知识和保护环境意识起着至关重要的作用。在湿地生态效益方面，丰富物种多样性、提高水质等等是湿地生态功能的体现。

最后，本文根据溱湖湿地的形象感知研究与绩效研究，发现其建设管理中存在问题，比如：政府生态职能过弱、旅游机制不健全等，并就这些问题提出相应的形象提升策略，比如：建立一定的考核体系强化政府生态职能；旅游机制方面多联动财务、交通、行政管理及农业林业局等部门，共同将溱湖国家湿地公园打造成更加符合出色5A级景区。

关键词：溱湖湿地；生态旅游；形象感知 ；生态保护

Evaluation and Suggestion of Qinhu National Wetland Park from the Perspective of Multi-agent

ABSTRACT

Due to its unique ecosystem function, the wetland is known as the “kidney of the earth”. Under the background of calling for ecological protection and building ecological civilization, wetland eco-tourism has gradually appeared in people's vision, which not only brings economic benefits and social benefits. The ecotourism income also reverses the promotion of ecological development. Among them, wetland ecotourism and ecotourism are species-related, which is a kind of green, low-carbon and civilized tourism, emphasizing that human beings and wetlands are symbiotic coexistence and coordinated development, and strive for ecological, social and economic benefits. Coordinated development is the essential attribute of wetland ecotourism. Therefore, the construction and development of wetland ecotourism should be based on the unification of three kinds of benefits, and can not replace the ecological effects with economic income, not simply focus on economic development and construction, neglect social or ecological civilization construction, and achieve wetland ecology. Continuous development.

Qinhu National Wetland Park has a superior geographical position and beautiful natural scenery in the north subtropical monsoon climate zone. It has rich species resources and scenic culture. The whole thesis takes wetland ecological construction as the core idea, and analyzes the two aspects of image perception and performance of Qinhu wetland. From the perspective of image perception, through the collection of tourists on the platform of the US group and the public comment, the network text analysis method and factor analysis are adopted. And semantic network analysis. Factor analysis is divided into two aspects: motivation and behavior, attitude and perception. In the analysis of the image of Qinhu wetland, combined with the network text analysis method and high-frequency word analysis method, combined with the rooted theory to encode the elements of Qinhu, so that people can more clearly see the tourism environment and resources, tourism traffic and signs. There are different problems in the four aspects of tourism consumption and experience and tourism facilities and services.

The wetland ecological service system also has social, economic and ecological benefits. This paper studies the wetland performance of the Qinhu National Wetland Park. In terms of economic benefits of wetlands, they are divided into direct economic benefits and indirect economic benefits. In terms of the social benefits of wetlands, the analysis of wetland construction not only increases employment, enhances people's happiness index, but also provides popular science education and publicity sites, especially for young people's scientific knowledge and environmental awareness. In terms of ecological benefits of wetlands, enriching species diversity and improving water quality are the manifestations of wetland ecological functions.

Finally, based on the image perception research and performance research of Qinhu Wetland, this paper finds that there are problems in its construction management, such as: the government's ecological function is too weak, the tourism mechanism is not perfect, etc., and propose corresponding image promotion strategies for these problems, such as: establishing a certain assessment system to strengthen the government's ecological functions; the tourism mechanism will link the finance, transportation, administrative management and the Agricultural Forestry Bureau to jointly make the Qinhu National Wetland Park a more in line with the 5A-level scenic spot.

Key words：Qinhu wetland; ecotourism; image perception; ecological protection

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