旅游仪式感特征及其对旅游目的地管理的影响研究

A Study on the Characteristics of the Sense of Ritual in the Tourism Experience and Influence on Tourist Destination Management

近年来,中国旅游业转型升级,游客精神消费需求增大,旅游目的地更加注重游客深度体验。旅游仪式感作为衡量旅游目的地深度体验的重要指标之一,越来越受到研究者的关注。文章首先回顾国外相关仪式理论,利用CiteSpace引文可视化软件分析国内旅游仪式感相关研究进展,研究发现,国内对旅游仪式感的研究尚属起步阶段,其理论尚不成熟,需要加以提升。其次,凝练出旅游仪式感的主观性、参与性、过程性、情境性等四大特征,总结出其转换、规范及凝聚、欢娱、强化等四大功能,并从旅游目的地供给层面的规划与开发、营销方式、服务质量及满意度评价体系角度构建旅游仪式感对旅游目的地管理的影响研究框架。最后,对旅游仪式感管理在旅游目的地管理中的地位及运用进行了展望。

In recent years,the transformation and upgrading of China’s tourism industry have increased tourists’consumption demand for non-material dimensions,and tourist destinations pay more attention to the in-depth experience of tourists.As an important index to measure the in-depth experience of a tourist destination,the sense of ritual in the tourism experience has been paid more and more attention by researchers.As a kind of tourism demand,this new consumption demand is a relatively higher level of internal and spontaneous emotional demand than the general tourism demand,and it is increasingly strong.Therefore,it is necessary to study the sense of ritual in tourism.Firstly,this paper reviews and sorts out foreign theories and related research on ritual,and analyzes the domestic research progress on the sense of ritual in sense of ritual in tourism through CiteSpace,a tool for visual exploration of scientific literature.This paper finds that the research on the sense of ritual in tourism in China is still at its initial stage with immature theory,so it needs to be improved.Secondly,based on the general features and functions of ritual and tourism experience,this paper condenses the connotation and features of sense of ritual in tourism.From the perspective of tourism studies,the sense of ritual in tourism can be regarded as a tourism experience with some sacred significance.This special feature refers to the sum of the emotional reactions generated when tourists are involved in a specific ritual context at the tourist destination,participate in various tourism ritual activities provided by the tourist destination,and establish contact with the outside world,including the sense of awe,happiness,pleasure and dignity.Tourism ritual is a kind of ritual that enables tourists to experience the spatiotemporal changes and cultural differences between their habitual living places and tourist destinations.Along with some changes in their original social status or identity,they finally enter a new state of social behavior.On this basis,this paper analyzes the nature of sense of ritual in tourism and sums up the four characteristics of subjectivity,participation,process and situation,and its four functions of transformation,standardization and cohesion,leisure and strengthening.Thirdly,the sense of ritual in tourism is closely linked to specific tourist destinations,scenic spots and attractions.Therefore,it is the basis of tourist destination planning and management strategies.To meet this demand,tourist destination management bodies should adjust and create tourist destination plans,scenarios,services and activities,and take the management of the sense of ritual as a conscious act in tourist destination management.Therefore,while taking account of the abovementioned characteristics and functions,this paper creates a framework studying the impact of the sense of ritual on tourist destination management and discusses its influence from the perspective of supply-side planning and development,marketing methods,service quality and satisfaction evaluation system of tourist destination.Finally,this paper discusses the prospects of the status and application of sense of ritual in tourist destination management.In the future,the sense of ritual may become a research hotspot of tourist experience.In the meantime,tourist destinations should also reflect on the conditions and possibilities of producing or creating the sense of ritual in tourism to target on the increasing demand in this regard.