基于游客视角的非物质文化遗产旅游开发影响机理研究——以传统手工艺苏绣为例

Influence mechanism of tourism development on intangible cultural heritages(ICH) based on the perception of tourists:A case study of traditional handicraft Suzhou Embroidery

旅游产品开发是非物质文化遗产市场开拓的一种重要方式,但目前非遗旅游产品市场存在诸多问题。非遗传统手工艺旅游开发更是陷入了一种旅游购物单一开发模式的困境。以苏绣为例,基于结构方程模型的构建,从游客感知的视角实证研究影响非遗传统手工艺旅游产品开发的系统机理。研究发现:1遗产吸引力感知、市场问题感知和展示内容偏好对旅游者的遗产保护态度有显著正向影响。2展示内容偏好、展示方式偏好对旅游者的旅游产品开发态度有显著正向影响。3旅游者对遗产保护的态度越强烈,其支持旅游产品开发的态度越明显。4旅游者对旅游产品开发的支持度越高,其对参与遗产旅游的支付意愿越高。5"对旅游产品开发态度"是"对遗产保护态度"和"对遗产旅游的支付意愿"两者之间的完全中介变量。

Tourism product development is an important way in marketing of intangible cultural heritages（ICH）. However, the existing problems such as extensive- oriented development, poor reflection of display, over- commercialization and chaotic shopping organization have imposed negative impacts on ICH tourism market. Therefore, systematic research is needed to solve the problems. This paper is trying to construct a Structural Equation Model（SEM） to analyze the relationship between the identified 7 variables such as perceptions of heritage attractiveness and influence; preferences for display means and content; attitudes towards heritage protection, tourism development and willingness to pay for heritage tourism,based on the case study of Suzhou Embroidery, which has collected 492 valid questionnaires from visitors. According to the exploratory factor analysis and SEM calculation by applying SPSS and Amos, the paper draws conclusions as follows：（1） Perceptions of heritage attractiveness and market influence as well as preference for display content pose a significant positive effect on tourists＇ attitude towards heritage protection.（2） Preferences for display content and display means have a significant positive effect on tourists＇ attitude towards tourism development.（3） The stronger attitude the tourists towards the heritage protection, the more supportive in favor of tourism development.（4） The more strongly the tourists support the tourism development, the higher willingness to pay for participation in heritage tourism activities.（5） ＂Attitude towards heritage protection＂ and ＂willingness to pay for heritage＂ can be bridged by ＂attitude toward tourism development＂ as a full mediator. Based on the implication of conclusions, the paper puts forward the following suggestions for the development of the ICH tourism market of traditional handicraft. Firstly, we start with the diversification of the display means and content, transforming the current ＂shopping only＂ model in traditional handicraft of ICH tourism into the rich experience- oriented tour with cheerful contents. The market development of ICH tourism should focus on the traditional fine handicrafts, on-site product process display with a thorough reflection of historical context and cultural taste by professional commentary, DIY experiences on making traditional handicrafts and interactive exchanges with masters. Secondly, to strengthen cultural dissemination is the important way to weaken the commercial atmosphere and improve the cultural atmosphere in the tourism development. Thirdly, to gradually integrate all the key segments into a chain-type development mode of traditional handicrafts includes cultural awareness and branding, on- site display, professional commentary, DIY production, interactive experiences and shopping PLUS.