从城市意象到街道体验--城市旅游多层级消费决策中的景观迭代过程

From City Image to Street Experience:Landscape Iteration in Urban Tourists’Consumption Decisions

旅游过程作为一种时序性、多节点的谱状和网状相联结的结构,决定了旅游者的感知与决策行为的复杂性和续贯性,影响着旅游体验的质量,由此构成了一个重要的研究课题。文章着眼旅游者个体在选择城市景观作为体验对象时的感知-决策过程,利用扎根理论的方法,以国内15个知名旅游街道的线上评论和相关网络游记为材料,分析旅游者街道景观的感知-决策过程,发展出"景观迭代"这一用以解释该过程的核心范畴。研究表明,第一,旅游者的城市景观感知-决策是一个"城市景观-街道景观-街道构景"的景观迭代过程,每次迭代都遵循相似的"感知-对比-选择"程序;第二",凸起感"是每一层级旅游决策的核心所在,各次迭代过程中的决策行为都建立在对"凸起感"感知的基础上;第三,旅游决策过程中交织着预算型决策和冲动型决策两种类型,从城市景观到街道场景进而到街道构景的整体决策迭代过程中,越接近具体的旅游情境,冲动型决策的特征越明显。研究进一步将旅游决策的情境化取向这一命题予以巩固,在一定程度上深化了对旅游体验的感知及决策过程的认识,对理解旅游者的行为、指导城市旅游景观尤其是街道场景、街道构景的规划和营销,均有一定的现实意义。

The travel process is not a type of behavior that occurs at a single time point;it incorporates a sequential,multimode spectrum and networked structure.Accordingly,the perception and decisionmaking behavior of tourists is an extremely complex phenomenon:it affects the entire tourist activity;it leads and promotes the development of the tourism experience.This study focuses on the perception and decision-making activities of urban sightseers,and it examines the associated mechanisms.Such tourists regard the urban landscape as their main target,and this involves different decision-making layers.The present research applies grounded theory to examine online tourist reviews of 15 wellknown tourist streets in China;it analyzes the multilayer perception and decision-making process of tourists;it develops the core category of“landscape iteration”to explain tourist’s travel decisionmaking process at the destination.The findings were as follows.First,the streetscape perception and decision making of tourists involved an iterative process of“city landscape-street landscape-street landscape composition”;each iteration followed a similar“perception-contrast-selection”procedure before going on to the next stage.There were four possible paths of iteration,revealing different psychological mechanisms:sequential,inverse,sequential skipping,and inverse skipping.Second,“protrusion”was a characteristic of the tourists’perception;the term signifies that when an item is perceived as part of a landscape or a“noise”(the term is used to describe something is the same eyecatching as landscape but in an annoying way),everything around fades into the background.The decision-making behavior in each iteration is based on the perception of protrusion.Third,in the context of urban tourism,the perception of urban landscape is a reflection of urban“personalness”,a term we use to explain a city’s integral performance with respect to its personality,style,and quality.At the street level,the perception of personalness reflects the representation of the street environment,the placeness of the city,its interior consistency,and its unique characteristics.The composition of the perceived street landscape is represented by gazing at the scenery,associative situations,and an interactive field.Fourth,tourist decision making involves two different factors:budgetary and impulsive decisions.In the iterative process of decision making from the city to the street landscape,the closer the tourist approaches a specific street’s composition,the more the tourist becomes immersed in the present situation;in that way,the tourist becomes more inclined to impulsive decision making.At a theoretical level,this study provides a new perspective for understanding tourists’perceptions and decision making with respect to the tourism experience.Thus,this investigation consolidates the situational orientation of decision making in tourism;it provides insight into the tourist’s perceptions of the tourism experience and the tourism decision-making process.At a practical level,this study helps clarify tourists’behavior,and it indicates possible directions for tourism planning and the promotion of tourist streets.