庐山旅游者罩及形成影响因素分析

The Tourist Bubble of Lushan Mountain and Its Influencing Factors

以庐山风景名胜区为研究对象,通过对旅游者的随机抽样问卷调查及访谈,探讨了庐山旅游者罩的现状、特点及影响因素。研究发现,庐山的"游前"旅游者罩的范围相对较小,"游中"旅游者罩的范围较"游前"旅游者罩有较大扩展且大部分景点的满意性知晓率均呈上升之势,"游后"旅游者罩中绝大多数景点的最终"满意性"知晓率均发生了不同程度的增加。"游前"、"游中"和"游后"旅游者罩的形成机制各不相同,其中潜在和"准"旅游者出游前在潜在旅游区性质、旅游者特征、社会文化积淀、旅游业动态四大因素作用下形成"游前"旅游者罩;现实旅游者于旅游过程中在旅游企业的经营服务、旅游区管理部门的管理和营销、社区居民及及其他旅游者的评价、现实旅游者的特征四大因素作用下形成"游中"旅游者罩;而现实旅游者于全部旅游行程结束后受导游员的推介、其他旅游者的评价、旅游者之间的旅游体验分享、旅游者的审美发现及分享意愿四大因素作用下形成"游后"旅游者罩。

In this paper, the situation, features, formation machanism and influencing factors of the tourist bubbles in Lushan Mountain were explored by means of the random sampling questionnaire survey, on- the- spot interview on the tourists and investigation on the services. The study indicated that the＂pre-tour＂tourist bubble in Lushan Mountain is relatively small, the＂during-tour＂bubble was bigger and there were some rises in the satisfied awareness rate of many of the scenic spots, while there were rises in diffrerent depths in satisfied awareness rate for most of the scenic spots in the＂post-tour＂tourist bubble. The formation mechanism of the three kinds of bubbles were different： the＂pre-tour＂tourist bubble was formed with the influence by the attributes of the scenic area, the features of the potential or semi-tourists before touring, the deposit of social culture and the industry dynamics; the＂during- tour＂bubble was formed with the influence by the operation and service provided by the tourism enterprises, the management and marketing of the adminstration sections in the scenic area, the comments of the local residents and other tourists and the factual features of the＂real＂tourists; the＂post- tour＂tourist bubble was formed with the influence by the recommendations of the tour guides, the positive comments of other tourists, the sharing of the touring experience and the willingness of aesthetic discoveries share of the tourists. The study of tourist bubble is of guiding and reference significance since it can provide guidelines for the planning, management, marketing and service in the scenic area and other related scenic areas.