基于扎根理论的世界遗产旅游地游客感知评价研究-以秦始皇陵兵马俑景区为例

Evaluation of the tourists' perception to the world heritage tourism destination based on grounded theory

以"世界文化遗产"秦始皇陵兵马俑为研究对象,基于游客网络点评内容,获取开放式语句资料,运用扎根理论对游客点评资料进行归纳式感知提取分析,并从历时性视角建构秦始皇陵兵马俑景区游客感知评价模型。结果表明:1)经过编码分析,提取出秦始皇陵兵马俑景区游客感知评价的32个初步范畴,并总结归纳为5个主范畴,并在此基础上进一步划分出游客积极感知与消极感知评价;2)秦始皇陵兵马俑景区的游客感知评价由出游期望、出游行为、旅游吸引物体验、配套设施与服务体验及游后评价五个维度共同作用、交互影响构成;3)出游期望、出游行为是构成游客感知的前提条件;旅游吸引物体验、配套设施与服务体验是影响游客感知评价的关键性因素;4)游后评价是感知的最终结果,其中期望差异、情感涉入和行为意图又会刺激并促使游客产生新的出行期望。

We took the world＇s cultural heritages of Mausoleum of the First Qin Emperor and Terra Cotta Warriors as the object and the tourist＇s perception evaluation as content,and acquired the opening information statements through the C- trip and public comments websites. By using the grounded theory,we extracted and analyzed the tourist＇s comments. The purpose was to construct the model of tourists＇ perception evaluation by diachronische analysis. The results were that： 1） We constructed 32 preliminary categories and 5 main categories of tourists＇ perception evaluation by opened coding,axial coding and selective coding,and further to divide positive perception and negative perception on the basis of 32 preliminary categories. 2） Travel expectations,travel behavior,tourism attractions,supporting facilities and service experience,and the evaluation after traveling constituted tourists＇ perception to the world heritage tourism destination. 3） Travel expectations and travel behavior were the key precondition. Tourism attractions,supporting facilities and service experience were the key factors affected the tourists＇ evaluation. 4） The evaluation after traveling was the final result. The expectancy discrepancy,emotional involvement,and behavioral intention would stimulate and encourage tourists to produce new expectation.