感知价值视角下的传统节庆旅游体验--以西双版纳傣族泼水节为例

A study on tourist experience of traditional festivals from the perspective of perceived value:An example from Dai ethnic group's Water Splashing Festival at Xishuangbanna,China

感知价值是研究消费者体验和体验质量的一个重要概念和理论。本文以我国少数民族传统节庆———西双版纳傣族泼水节为案例对节庆游客旅游体验的感知价值维度进行了分析并验证。在定性访谈和以往研究文献的基础上,构建了游客体验传统节庆的感知价值量表,并根据量表进行了测量。同时对感知价值维度与节庆游客满意度的关系进行了检验。结果表明,游客体验傣族泼水节的感知价值维度包括七个:文化认知价值、享乐价值、社交价值、服务价值、经济便利价值、情境价值和功能价值。研究发现,不同感知价值维度与游客满意度的相关程度高低不同。与西方学者的研究发现不同的是,作为实用价值的文化认知价值对国内游客满意度的影响是最大的,这与西方游客更看重节庆体验中的享乐价值是相区别的。

Perceived value is an important concept and theory in the studies of consumer experience and the quality of experiences.This concept has recently been employed to study tourist experience.This paper selects Water Splashing Festival at Xishuangbanna,an ethnic group,Thai＇s traditional festival as an example,through which Chinese tourists＇ perceived values of such a traditional festival are analyzed and verified.Based on qualitative interviews and previous literature,the paper constructs a scale of festival tourists＇ perceived values and measures festival tourist experiences in terms of this scale.It also tests the relationship between tourist satisfaction and tourist perceived values.It is found that tourist perceived values of the Water Splashing Festival consist of seven dimensions： cultural epistemic value,hedonic value,social value,price and convenience value,service value,conditional value and overall value.It is also found that the tourist satisfaction varies with different perceived values.Differing from western scholars＇ literature,this paper reveals that cultural epistemic value,as a pragmatic value,offers the greatest contribution to Chinese domestic tourist satisfaction.This becomes a contrast to the western tourist satisfaction which mainly comes from hedonistic value.