五店游客传统文化创意记忆形成机制研究

A Study on the Mechanism of Traditional Cultural and Creative Memory Formation Among Tourists in Wudian

独特的文化记忆对于推动文化创意旅游地长远发展,传承文化创意旅游地文化有着重要的作用。以晋江五店市传统文化街区为例,以文化记忆的形成机制为研究目标,构建“游客参与—体验价值—文化记忆”之间的概念模型,并将体验价值划分为游客在旅游地的投资回报率、服务体验价值、美观性和娱乐性体验价值4个维度,采用结构方程模型进行建模和实证检验。结果表明:游客参与和体验价值都会推动文化记忆的形成,且游客参与深度越大,游客在旅游过程中的美观性和娱乐性体验价值的获得感就越强,形成的文化记忆也愈深刻,其中,游客的美观性和娱乐性的体验价值在游客参与和文化记忆之间起中介作用。根据研究结果,提出推动文化创意旅游地文化记忆形成的实践建议:一是文化创意旅游地可通过举办各类文创活动项目来提升游客的参与感,着重关注游客的美观性和娱乐性体验价值,以更好地促进游客形成对该地独特的文化记忆,激发文创旅游地发展动力;二是打造特色文化创意形象,建立多种文化主题的“文化创意分园区”,提升游客参与度和体验价值的获得感,推动文化记忆的形成。

Unique cultural memories play an important role in driving the long-term development of cultural and creative tourism destinations,and in perpetuating the cultural heritage of these destinations.The study takes the traditional cultural district of Wudian City in Jinjiang as an example,with the formation mechanism of cultural memory as the research goal,constructs a conceptual model between′tourist participation-experience value-cultural memory′,and divides the experience value into 4 dimensions:tourists′investment return rate,service experience value,aesthetic and entertainment experience value in the tourist destination.Structural equation models are used for modeling and empirical testing.The results indicate that both tourist participation and experiential value promote the formation of cultural memory,and the deeper tourist participation,the stronger the sense of acquisition of aesthetic and entertainment experiential value during the tourism process,and the more profound the cultural memory formed.Among them,tourists′aesthetic and entertainment experience value plays a mediating role between tourist participation and cultural memory.Based on the research findings,the following practical recommendations are proposed to promote the formation of cultural memories in cultural and creative tourism destinations:Firstly,cultural and creative tourism destinations can enhance visitor engagement by organizing various cultural and creative activities,focusing on the aesthetic and entertainment value of the visitor experience.This approach better promotes the formation of unique cultural memories for visitors,thereby stimulating the driving force behind the development of cultural and creative tourism destinations.Secondly,by creating distinctive cultural and creative images and establishing′cultural and creative sub-parks′with various cultural themes,these destinations can further enhance visitors′sense of participation and experience value,promoting the formation of cultural memories.