生态旅游景区服务场景的量表开发研究

Research on the Scale Development of Ecological Scenic Spot Servicescape

生态旅游景区服务场景对游客情感及行为具有非常重要的影响,也是当前学术界研究的热点,但国内少有学者对此进行深入探索。鉴于此,文章基于服务场景理论和已有相关文献,以具有代表性的国家5A级生态旅游景区——杭州西溪国家湿地公园为例,采用扎根理论,探索中国背景下生态旅游景区服务场景的结构维度及其测量题项。通过对访谈和网络点评资料的三级规范性编码分析,得出了环境氛围、基础设施、自然景观设施、人文景观设施和社会交往5个维度。以此为基础,根据扎根理论资料和已有文献,开发了用于定量测量上述5个维度的30个题项。探索性因子分析、验证性因子分析表明,该研究量表具有较高的信度和效度。小规模研究检验了服务场景对满意度的显著预测作用,证明所开发的量表可为后续实证研究提供有效的测量工具。文章的研究结论为生态旅游景区管理实践提供了相关建议。

Though tourism is mainly viewed as a service industry dealing with intangibles tourists,generally evaluate the service quality through their interaction with the tangible or physical environment in which they enjoy tourism services. Therefore, environmental factors play an important role in improving the tourist experience from the tourism services. By creating such an environment, usually called servicescape, the administration of scenic spots improves the service quality, adds value to tourists’ experience, and creates a comparative advantage. Servicescape includes the physical environment surrounding the dialectical processes of service production, transmission, exchange, and consumption and covers various social values surfacing from the interaction between the tourists and the physical environment in the scenic spots. Measurement of the quality of scenic spot servicescape is an active area of research globally;however, in China, this area of research is still in its infancy. Measurement of the perceived service quality resulting from the development of servicescape allows the scenic spot administrations to monitor and improve their service level. Developing a measurement scale is the first step to monitoring scenic spots’ performance in meeting tourists’ needs. Guided by the grounded theory method, the current study develops a measurement tool to quantitatively assess the servicescape quality of ecological, scenic spots and tests it on the selected Chinese 5A ecological scenic spots. The study’s scale development process and contribution can be summarized in a few points.(1) Defining the connotation of scenic spot servicescape according to the characteristics of general servicescape and specific tourism activity elements.(2) Information gathering through 25 in-person interviews and online text mining of hot tourism websites and well-known social platforms, obtain the original sentences.(3)Carrying out three-level coding analysis based on the original sentences, including opening, spindle,and selective coding analyses. Here, five dimensions of significance are identified;environmental atmosphere, basic facilities, natural landscape facilities, human landscape facilities, and social interaction.(4) The initial research items are developed in light of the five dimensions, and forty-one opening coded original sentences. They were revised in light of the existing literature and expert opinions, refined through exploratory and confirmatory factor analyses, and finally, a scale including 30 items was obtained.(5) In order to validate the scale as a reliable measurement tool, a small-scale study was carried out. The results showed that the five dimensions of servicescape have a significant positive predictive effect on tourist satisfaction. The advantages of the proposed scale are multifold. Based on the theme of domestic tourism, massive data, and the Chinese 5A ecological scenic spot, the applicability of the scale is broader.Compared with the existing scale of scenic spot servicescape, the proposed scale is more comprehensive and refined. The scale adds some items with obvious controllability in the environmental atmosphere dimension. It expands the content of basic facilities dimension and provides a theoretical reference for developing smart servicescape in scenic spots. Also, it advances the dimensions of natural landscape facilities and cultural landscape facilities. The proposed scale can provide an effective measurement tool for follow-up empirical research.