旅游演艺项目游客游后推荐行为影响因素与机理——以抚州《寻梦牡丹亭》演艺为例

Influencing Factors and Mechanism of Tourists’ Post-tour Recommendation Behavior of Tourism Performing Art:A Case Study of Looking for Dreams in Peony Pavilion in Fuzhou

基于社会建构理论,游客的在场体验是多主体共同建构的结果。以《寻梦牡丹亭》旅游演艺观演体验有效问卷数据为基础,构建了以游客“游前”专业素养为自变量,游客“游后”推荐行为为因变量,游客在场体验社会建构为中介变量的结构方程模型。结果发现:游客“游前”专业素养并未直接导致“游后”推荐行为的发生;游客在场体验社会建构中在场剧情感知与在场叙说显著正向影响“游后”推荐行为;游客在场体验社会建构在游客“游前”专业素养与游客“游后”推荐行为中起到显著的中介作用。据此,旅游演艺项目的管理者可在“游前”加强对游客普及旅游演艺相关专业知识,以提高游客的专业素养;在“游中”加强剧情传播及氛围营造、关注游客对演艺标志的再造、强化演艺景观符号化、提升游客的在场体验,以更好地引导游客的“游后”推荐行为。

Based on the theory of social construction, tourists’ on-site experience of tourism performing art is the result of multi-agent construction. This paper gets the data of valid questionnaires on the on-site experience of performing art(Looking for Dreams in Peony Pavilion) and constructs the structural equation mode, in which it takes pre-tour expertise as the independent variable, post-tour recommendation behavior as the dependent variable, and the social construction of on-site experience as an intermediary variable. It’s found that: tourists’ pre-tour expertise does not directly lead to posttour recommendation behavior;social construction of on-site experience(on-site story perception, on-site narrative)significantly positively affects post-tour recommendation behavior;social construction of on-site experience plays a significant intermediary role between pre-tour expertise and post-tour recommendation behavior. According to the above,the manager can strengthen the popularization of professional knowledge related to performing art before the tour, so as to improve tourists’ expertise. In order to better guide tourists’ post-tour recommendation behavior, it is important to promote the story transmission and atmosphere creation during the tour, focus on the tourists’ re-creation of performing art signs, strengthen the symbolization of performing art and improve the on-site experience of tourists.