摘要
旅游是从家到途再回归的历程。作为旅游起点的家是否会影响旅游地感知?文章基于情境学习和迁移理论、参照点理论,学理阐释了家-途情境转换、知识迁移和参照点效应对旅游地感知的影响,并据此重构了旅游地感知,将其分为相对认知和情感两个维度,提出了新测量方式。为论证理论推演,文章搜集了问卷调研数据,通过探索性与验证性因子分析及两个差异(家途距离远-近,常住地-旅游地)比较,探索了旅游地相对认知和情感的结构与内涵。研究结果表明:旅游地的认知是家与旅游地差异比较的结果,是一个相对估值。家途距离差值变化显著影响旅游地相对认知,折射出了家在旅游地感知中的隐形作用。熟悉、安全和舒适、情感联系与情境控制等构成了旅游地感知的情感维度。在家与途的不同情境下,旅游者对地方感知的情感维度具有显著差异。文章在一定程度上修正并补充了旅游地感知理论,丰富了该理论的研究视角。
The research on tourists’perception on destination can be traced back to the early.In the past decades,this field has been one of the most fertile ground in tourism studies and has made remarkable progresses.It connects tourists and destinations—the two essential parts of tourism sector.Without either one,the tourism activities would not occur.The research on destination perception has hitherto made some significant contributions to the development of fundamental theories in tourism studies.In practice,a good understanding of tourists’destination perception can facilitate the improvement of the design and management of destinations,meeting the demand of tourists and hence improving tourists satisfaction.Based on the theories of situational learning and transfer,as well as reference point theory,this paper conceptually analyzes the influences of situational switching between home and away,knowledge transfer,and reference point on tourists’perception of destination.It thereby highlights the role of tourists’home in the formation of their destination perception.Travel is a circle,starting from and returning to the home.The concept of tourism implies the assumption that tourists always have a home.Trip is not only about leaving,but also about coming home.Due to the residual culture from home,tourists’"home"background affects their perception of"away".Based on the above consideration,in this study,the destination perception is reconstructed as a two-dimensional construct,including relative cognition and affect,with some newly developed measurement items.To verify the new structure of destination perception,460 valid questionnaires were collected from visitors in Hangzhou and being analyzed.The attributes and dimensions of relative cognition and affection of the destination perception are explored through exploratory and confirmatory factor analysis.Two comparisons are also conducted.First,the relative cognition of destination attribute is compared among two groups of tourists with different travelling distance from home to destination.The second comparison is about tourists’feelings of destination and home,and tourists’and residents’feelings for the same place.The results show that:tourists’cognition of destination attributes is the outcome of a comparison between home and tourist destination.It is a relative evaluation.The varying distance between home and visited place has a significant impact on the relative cognition of destination attributes,reflecting the latent role of"home"in the perception of destination.Familiarity,safety and comfort,emotional connection and situational control constitute the tourists’affection of destination.In the home or during travel,tourists’affection of place is significantly different.To a certain extent,this paper revises and supplements the theory of destination perception.For managerial implications,differences between destinations and their targeted markets could be emphasized in destination planning and marketing.Besides enhancement of tourists’feelings of pleasure,excitement and relaxation,the destination also need to create a familiar,safe and comfortable environment for tourists to improve their quality of experience and satisfaction.
作者
管婧婧
毕家萍
董雪旺
GUAN Jingjing;BI Jiaping;DONG Xuewang(School of Tourism&Urban-rural Planning,Zhejiang Gongshang University,Hangzhou 310018,China;School of Management,Zhejiang University,Hangzhou 310058,China)
出处
《旅游学刊》
CSSCI
北大核心
2021年第1期112-122,共11页
Tourism Tribune
基金
国家自然科学基金青年项目“空间异质性对内地赴港游客购物行为的影响机理研究”(41701166)
国家自然科学基金面上项目“心理所有权视角下的居民多层次参与乡村旅游发展行为研究”(72074194)共同资助
关键词
家-途
情境迁移
旅游地感知
参照点理论
感知重构
home and away
situation transfer
destination perception
reference point theory
perception reconstruction