自然灾害遗址型黑色旅游地参观者动机研究——以汶川地震北川遗址公园为例

Visitor motivations innatural disastersite dark tourism destination:the case of the Beichuan Earthquake Museum

黑色旅游是当前国内外研究的热点之一,黑色旅游开发是自然灾害发生地灾后恢复的一种重要方式。以往研究较多关注战争与事件型黑色旅游地,对自然灾害遗址型旅游地的研究较少。本文以汶川地震北川遗址公园为案例,构建了参观者动机测量量表;通过因子分析得到了教育与纪念动机、社交与亲情动机、感受与见证动机、认同与求新动机和好奇心动机五大类参观者动机类型。为分析和比较不同来源地参观者动机的特征,探究事件关注度和认知欲望对不同类型动机的影响程度差异,分别以全体参观者和四川参观者为样本构建了结构方程模型。结果显示:全体参观者模型中,事件关注度对教育与纪念、社交与亲情等动机影响较大,而对好奇心动机影响较小;认知欲望对教育与纪念、感受与见证以及好奇心等动机影响较大,而对认同和求新动机影响较小。在四川参观者模型中,参观者对汶川事件的关注度不能激发感受与见证动机,认知欲望对社交与亲情动机的影响也不显著,而对于汶川地震地区的认同感和集体认同感较强。

Dark tourism is an important part of economic and social recovery and rebuilding in places where major disasters have taken place. Dark tourism has become one of the hot research topics in tourism studies at home and abroad. Published research focuses primarily on visitor motivations in war/event dark tourism destinations. This study seeks to fill the gap by developing conceptual models to illustrate visitor motivations in a natural disaster site dark tourism destination and analyze the characteristics of visitors from different sources. The catastrophic Wenchuan Earthquake of 8.0 on the Richter scale struck western Sichuan, China on 12 May 2008.The urban area of Beichuan County was one of the most severely impacted sites in the earthquake. This study employed an on-site questionnaire survey at the Beichuan Earthquake Museum on 16-21 August 2012 to test the conceptual model of visitor motivations, with 294 participants of domestic visitors. Visitors from Sichuan Province were extracted as a sub-sample set to build a structural equation model. Exploratory factor analysis(EFA)and confirmatory factor analysis(CFA) were used to extract the main factors of visitor motivations. The result shows that visitor motivations to this natural disaster site dark tourism destination can be classified into five categories: Education- memorial motivation, social and family motivation, feelings- witness motivation, identification-experience motivation, and curiosity motivation. Visitor motivations in dark tourism destinations normally include mourning of the victims and facing the death, but our survey result indicates that visitor motivations in this case focuses on experiencing the feelings about natural damage, education, and understanding the disaster.In the next step, structural equation modeling was used to test the influence degree of cognitive desire and event attention on visitor motivations. The findings indicate that for all visitors, their event attention has a significant effect on education-memorial motivation, social and family motivation, feelings-witness motivation, and identification-experience motivation but has no significant effect on curiosity motivation; visitors' cognitive desire has a significant effect on education-memorial motivation, social and family motivation, feelings-witness motivation,and curiosity motivation, but has no significant effect on identification-experience motivation. The result for the visitors from Sichuan shows that visitors' event attention has no significant effect on feelings-witness motivation;visitors' cognitive desire has no significant effect on social and family motivation. Findings from this research indicate: that(1) Cognitive desire and event attention have some effects on visitor motivations in this natural disaster site dark tourism destination;(2) Visitors from Sichuan have a stronger sense of identity about the regions affected by the Wenchuan Earthquake and also have more fears about the destructive force of the natural disaster;(3) Education-memorial motivations can best embody the positive implication of dark tourism.