游客极端体验的产生机制和影响效果——基于认知视角和情感视角

Research on Mechanism and Effect of Visitors' Extraordinary Experience——Based on the Perspective of Cognition and Emotion

旅游业是出售"舞台化"体验的行业,创造游客极端体验是其核心生产活动。鉴于游客极端体验的重要性,可从认知视角和情感视角研究游客极端体验的产生机制和影响效果。结果表明,当游客在旅游过程中获得极端体验时,游客认知体系以及基于此的满意度和忠诚度都会有显著的提升;而当游客未实现极端体验时,游客的认知体系并不会发生显著变化。另外,研究还发现技巧挑战比、感知风险、顾客相容性等因素会显著影响游客极端体验水平,其中极端体验和技巧挑战比之间存在明显的倒U型曲线关系;而服务质量会对游客感知价值产生影响;极端体验和感知价值之间的关系并不显著,但是两者同时对游客满意度和忠诚度产生显著影响。

Tourism is an industry which sells ＂theatrical＂ experience and the core activity of tourism industry is to create vistors＇ experience. In view of the importance of tourists＇ extraordinary experience, this paper studies the producing mechanism and the effect of tourists＇ extroordinary experience based on the perspective of cognition and emotion. The results show that when the tourists get the extraordinary experiences in the process of travelling, their cognitive system satisfaction and loyalty will significantly improve;but when the visitors get no extraordinary experiences, there will be no significant change in their cognitive system. In addition, the study also finds that the ra- tio of skills and challenge, perceived risk, customer compatibility and environmental quality influence the visitors＇ extraordinary experience at significant level, the relation between extraordinary experience and the ratio of skills and challenge presents inverted U-shaped curve. The service quality will affect visitors＇ perceived value significantly. The relationship between visitors＇ extraordinary experience and perceived value is not significant,but both will sig- nificantly affect visitors＇ satisfaction and loyalty.