民族旅游地博物馆叙事对游客体验的影响——以西江千户苗寨馆为例

Influence of narrative ethnic tourism destination museum on tourist experience—a case from Xijiang Qianhu Miao Museum

以叙事理论为基础,以西江千户苗寨馆及其游客为研究对象,通过文献分析和数据建模探讨西江千户苗寨馆如何通过叙事活化民族文化,以及游客博物馆叙事感知对其认知体验、文化认同和行为意向的内在影响机制。结果表明:西江千户苗寨馆以西江苗族文化和博物馆物质实体为叙事内容,以“主题-并置”为叙事手段,对苗族微观文化空间进行表征和再生产,但叙事手段较为单一,对其背后的文化意义解读不足;游客博物馆叙事感知显著正向影响其行为意向,直接影响游客认知体验和文化认同,且认知体验和文化认同在博物馆叙事感知和游客行为意向中起部分中介作用;游客认知体验显著正向影响其文化认同和行为意向;博物馆叙事感知通过游客认知体验和文化认同链式中介作用于行为意向。

Based on the narrative theory,Xijiang Qianhu Miao Museum and its visitors are taken as the research objects.By documentary analysis and data modeling methods,ethnic culture Grevitalization by Xijiang Qianhu Miao Museum is studied.On this basis,the inner influence mechanism of visitors museum narrative perception,cognitive experience,cultural identity and behavioral intention were also explored.The result shows that(1)The Xijiang Miao Museum applies ethnic culture and material entity of the museum as the narrative content.By the narrative method of“theme-juxtaposition”,the micro cultural space of the Miao ethnic group was characterized and reproduced.However,the narrative method is relatively simple,and the culture behind is insufficiently understood.(2)Tourists museum narrative perception has a significant positive effect on their behavioral intentions,directly on their cognitive experience and cultural identity.(3)Tourists cognitive experience has a significant positive impact on their cultural identity and behavioral intentions.(4)The museum narrative perception acts on tourists behavior intention through tourists cognitive experience and cultural identity.