旅游仪式理论视域下旅游仪式感的内涵及多维测度研究

THE CONNOTATION AND MULTIDIMENSIONAL MEASUREMENT OF PERCEPTION OF TOURISM RITUAL BASED ON PERSPECTIVE OF"TOURISM AS RITUAL:A GENERAL THEORY OF TOURISM"

旅游仪式感是满足旅游者深度精神体验需求的重要途径,但对其内涵维度缺乏统一的认识和科学有效的测量指标,限制了后续的理论发展。本文从旅游仪式理论视角出发,提出一个更加综合、更具包容性的旅游仪式感定义,并通过质性研究,识别出旅游仪式感的六个属性维度:象征性、场域性、形式性、反结构性、区分性、隔离性。在此基础上,开发出包含22个题项的旅游仪式感量表,并对量表的效度进行了检验。研究结果揭示了旅游仪式感的抽象本质,弥补了以往旅游仪式感概念界定模糊与遗漏的缺点,为未来深入开展旅游仪式感研究提供了理论参照和技术保障。

It is difficult to measure tourists'perception of tourism ritual,which has been acknowledged as an important means of deeply spiritual experience.Scholars have not reached an agreement on the concept of perception of tourism ritual,not mention to full understanding of its attribute dimensions and valid measure-ments,which impedes the development of a theory system.Therefore,this paper has two objectives.One is to explore dimensions of perception of tourism ritual.The other is to develop a system of valid and scientific scale.Based on previous scholarship,this paper redefines perception of tourism ritual and then explore the multi-dimensions of its connotation,including the three-level coding of 31 in-depth interviews and 39 online travelogues,in order to develop a theory system.Finally,a scale of perceived tourism ritual is developed.The results show that perceived tourism ritual is cognitive,holistic and dual-hierarchical.It has six attribute dimensions,including symbolism,filed,formality,anti-structure,distinctiveness,and isolation.With 22 items,the tourism ritual scale has excellent reliability and validity.This research contributes to deeper under-standing of perception of tourism ritual,and also to the modification the ambiguity and omission of its defini-tion.The scale adopted in this paper can provide a technical example in the assessment of perceived tourism ritual and help with the development of the theory in this field.