都市旅游体验的一个理论探索——以广州珠江夜游为例

Study on the Experience of Urban Water Night Cruise: A Case Study of Pearl River in Guangzhou

旅游体验是丰富多维的,游客所获得的旅游体验随旅游类型不同而异。为了探索都市水上夜游体验的结构,本文以广州珠江为例,对广州珠江夜游游客体验展开实证分析。研究发现:第一,构建了都市水上夜游体验理论模型,包括景观体验、都市体验和自我体验三个主范畴及建筑景观、灯光景观、游船景观、都市发展、都市形象等10个副范畴,认为游客体验到的模式有“看景是景”的景观→自我、“看景非景”的都市→自我、“看景观己”的景观→都市→自我三种模式;第二,开发了包含10个维度共36个问项的都市水上夜游体验量表;第三,基于理论模型,设计出五种都市水上夜游体验竞争模型,经过验证性因子分析进行模型选择,发现三阶单维模型验证了理论模型建构的合理性;第四,建立了都市水上夜游体验的结构方程模型,采用最大似然法对模型进行分析,发现不同类型的景观体验对整体景观体验、景观体验对都市体验与自我体验、都市氛围体验对自我行为体验与自我情感体验,均产生显著的正向影响,发现景观→自我体验模式获得检验,都市→自我和景观→都市→自我两种体验模式部分得到检验。研究不仅能够丰富体验与旅游体验相关理论研究,且对拓展旅游体验测评研究有贡献。

Tourism experience is rich and multidimensional.The tourist experience varies with different types of tourism.In order to explore the structure of urban water night cruise experience,this paper takes the Pearl River night cruise as an example,based on the perspective of tourists,through the research ideas of theoretical construction and empirical test,carries out an empirical analysis of the Pearl River night cruise experience.The research finds:Firstly,through the comments of tourists on the Pearl River Night cruise,the theoretical model of urban water night cruise experience is constructed,including three main categories of landscape experience,urban experience and self-experience,and ten sub-categories of architecture landscape,lighting landscape,cruise boat landscape,urban development,urban image,urban atmosphere,self-efficacy,self-emotion,self-behavior and self-expectation.It is believed that the structure of urban water night cruise experience is a pyramid model consisting of three main categories:landscape,urban and self.The landscape is at the bottom,the city is at the middle,and the self is at the top.There are three modes of experience:landscape→self;urban→self;landscape→urban→self.Secondly,according to the tourist s commentary data,referring to the relevant items of the tourism experience scale in other tourism types and following the main procedure of the scale development,the urban water night cruise experience scale with 10 dimensions and 36 questions was developed.Thirdly,based on the theoretical model,five competition models of urban water night cruise experience are designed,which are single dimension model,first-order nine-dimension model,second-order one-dimension model,second-order three-dimension model and third-order one-dimension model.After confirmatory factor analysis,the models are selected.Based on the comparison of fitness,validity test and the significance of measurement terms,the competition models are compared and tested.It is found that the third-order one-dimensional model verifies the rationality of the theoretical model construction.Fourthly,the structural equation model of urban water cruise experience is established,and the maximum likelihood method is used to analyze the model.It obtains the fitting degree of the model and gets the experience path of urban water night cruise.It is found that different types of landscape experience have significant positive effects on the overall landscape experience;Landscape experience has a significant positive impact on both urban experience and self-experience;Urban atmosphere experience has a significant positive effect on self-behavior experience and self-emotion experience;Landscape experience has a significant positive impact on urban experience and self-experience,urban atmosphere experience has a significant positive impact on self-behavior experience and self-emotion experience,it shows that the landscape→self-experience mode has been tested,and part of the urban→self-experience and landscape→urban→self-experience mode has been tested.The main contributions of this paper are as follows:The theoretical model of urban water night cruise experience built by the research can enrich the relevant theoretical research of experience and tourism experience.Taking urban water night cruise as the research object,this paper develops a new type of tourism experience research.The developed urban water night cruise experience scale contributes to expanding the research on tourism experience evaluation.The shortcomings of this paper are as follows:The validation model fails to fully reflect all the conceptual category relationships of the theoretical model,and lacks direct validation of the impact of landscape dimensions on other dimensions.The questionnaire collection time is relatively centralized,follow-up research can collect the data of the tourists in different seasons and different cruise ships to further verify the stability of the research results.The urban water night cruise studied in this paper is only a typical type of water night cruise,in addition,there are rural water night cruise,follow-up research can further compare urban water night cruise experience with rural water night cruise experience.