遗产旅游价值游客感知及其提升策略——基于网络信息的内容分析

Tourists Perceived Value about Heritage Tourism and Its Promotion Strategy:Based on Content Analysis of Network Information

遗产旅游是遗产价值实现的重要途径之一,遗产通过旅游活动阐释其意义与价值并被旅游者感知、传承和传播,则是遗产旅游的价值实现过程。该文选取泰山、黄山、丽江古城、平遥古城、九寨沟风景名胜区和武陵源风景名胜区6个遗产旅游地为研究样本,以网络点评数据为数据源,采用内容分析法分析游客对遗产旅游的价值感知情况,并探讨遗产旅游的价值实现情况。数据分析显示,遗产旅游的价值没有得到很好的实现,表现在:遗产旅游吸引市场不广泛且易受环境影响;游客对遗产旅游的整体感知态度较好,但遗产旅游者的旅游动机并非直接来源于旅游地的遗产属性;游客对遗产价值属性特别是对于深层次的历史、文化和精神内涵的价值感知较少。据此将遗产旅游者划分为价值漠视者、价值认知者、价值认同者和价值传递者4个层次,并从遗产旅游者角度提出了遗产旅游价值提升的方法和策略。

Heritage tourism is an important way to realize the value of heritage.The process of value realization of heritage tourism is that through tourism activities,the meaning and value of heritage are interpreted and then perceived,inherited and spread by tourists.Based on the theory of axiology and the theory of value realization,this paper selected Mount Tai,Mount Huang,the ancient city of Lijiang,the ancient city of Pingyao,Jiuzhaigou Valley and Wulingyuan Scenic Spot as the research samples,chose network comment data as the data sources and analyzed the tourists′perception of the value of heritage tourism with the method of content analysis to indicate the realization of the value of heritage tourism.Research showed that the value of heritage tourism did not realize well in the following aspects.Firstly,heritage tourism did not widely attract the market and was vulnerable to environmental impact.Secondly,though tourists had a good overall perception attitude to heritage tourism,the motives of heritage tourist were not directly from tourism destination of heritage attribute.Thirdly,tourists lacked the perception of heritage value attributes,especially for deep historical,cultural,and spiritual connotation of value perception.Therefore,heritage tourists can be divided into four different levels of value neglect,value cognition,value identity and value transfer.Finally,promotion methods and strategies of the value of heritage tourism were put forward from the point of view of heritage tourists.