平遥古城旅游情境感知及其对旅游体验质量的影响研究

The Perception toward Tourist Situation of Pingyao Ancient City and Its Impact on the Quality of Tourist Experience

随着新兴旅游消费者的越发成熟、有主见和独立,旅游供给者也需更好了解旅游者需求,并有针对性的进行产品创新。一反以往把旅游者主体与客体独立分开的观念,从主体与客体互动角度分析旅游者如何感知"意义",即旅游者对旅游情境的感知。既突出旅游情境的物质性,也强调其精神性。结合已有文献和编码分析,得出旅游情境中影响旅游体验质量的八大因素:主题/故事、氛围、物理环境、纪念品、关系、价值及个人因素。同时依据旅游者赋予要素的不同体验意义,提取出3种平遥古城旅游情境:历史情境、休闲情境和新奇情境。然后运用定量验证不同旅游情境感知对旅游体验质量的影响,分析旅游者不同属性对旅游情境感知及二者关系的不同调节作用。

With new tourists becoming more independent and mature, the supplier need to be adaptive and make innovations. The paper analyses what perception the tourists have toward the ＂meaning＂ between themselves and the surroundings. That is to say the perception toward tourist situation, which both stresses its materiality and spirituality. Based on the literature and code analysis, the article concludes eight factors in tourist situation, which have effect on tourist experience quality, such as： theme/story, atmosphere, physical environment, souvenirs, relationships, values, and personal factors. According to the different experienced meanings that the tourists give them, the research extracts three kinds of tourist situation：the historical situation, the leisure situation and novelty situation. Then the influence which the different tourist situation perceptions have on the quality of tourist experience is validated by quantitative analysis. The varied adjustment of the tourist attributing to the relationship between the tourist situation perception and tourist experience quality is to be analyzed.