红色文化活化方式对游客目的地选择的影响研究

A Study on the Influence of Red Culture Activation upon Tourists’ Destination Choice

我国红色旅游发展成效显著,其在红色文化弘扬中发挥着重要作用,红色基因传承效果与文化活化方式密切相关,明确红色旅游中红色文化活化方式对游客目的地选择的影响,不仅有助于增强红色旅游的教育功能,而且对于红色旅游产品开发、优化和市场营销也至关重要。基于旅游体验的二维结构,聚焦于能够提升红色文化体验质量的旅游活动对游客决策的影响,采用叙述性偏好法,在考虑红色景区交通条件等基本属性的前提下研究红色文化活化方式对游客目的地选择的影响。研究发现:演艺产品、体验活动、在线虚拟旅游等体验性旅游活动对游客决策影响显著,其中,体验活动备受关注,其重要性甚至超过了景区评级;不过,景区交通便利性仍是游客在进行目的地选择时考虑的首要因素;另外,游客的性别、受教育程度、政治面貌也会影响其红色景区的选择。基于此,从创新旅游产品形式,实行差异化营销策略两个方面提出相关建议。

The development of red tourism in China is remarkable, and it plays an important role in the promotion of red culture.The maintaining effect of the brave spirit of the revolutionaries is closely related to the cultural activation methods.Clarifying the influence of red culture activation methods in red tourism upon tourists’ destination choice not only helps to enhance the educational function of red tourism, but is also crucial for the development, optimization and marketing of red tourism product.Based on the two-dimensional structure of tourism experience, the paper focuses on the influence of tourism activities that can enhance the quality of red culture experience upon tourists’ decision making.The narrative preference method is adopted to study the influence of red culture activation methods upon tourists’ destination choices, under the premise of taking into account the basic attributes such as transportation conditions of red scenic spots.The study finds that(1) experiential tourism activities including art performances, experiential activities and online virtual tourism have a significant impact on tourists’ decision making and among them, experiential activities are getting a lot of attention, whose importance even exceeds that of scenic spot rating;(2) accessibility to scenic areas is still the primary factor that tourists consider when they make their destination choices;(3) tourists’ gender, education level and political background also influence tourists’ choice of red scenic areas.Based on this, relevant suggestions are made in terms of innovative forms of tourism products and the implementation of differentiated marketing strategies.