旅游具身体验质量的量表开发与验证

EMBODIED TOURISM EXPERIENCE QUALITY:A SCALE DEVELOPMENT AND VALIDATION

无论是审视游客出行感受,还是提升行业服务品质,旅游体验的优劣评价都是一个重要依据。然而,旅游体验的身心在场与情境交互特性导致其科学测量问题尚未得到较好解决。鉴于此,文章依据具身理论阐释旅游具身体验质量的内涵,通过严格遵循量表开发流程,采用理论演绎、文本分析、焦点小组访谈、问卷调查等方法,开发出一份可靠有效的具身体验质量量表。21个问项归入6个维度,分别是:身体层面的强化的感官体验、交互的感官体验与整体的身体体验,场景组织层面的具身感觉性,以及情绪情感层面的情感升华与惊喜之情。本文为旅游体验评价提供新的测量工具,相关结论将为目的地创设特定场景以满足游客具身体验需求提供思路借鉴。

Evaluating the quality of tourism experience is crucial both for tourists'assessment of their travel experiences and for the tourism industry's enhancement of service quality.This paper first investigates the core essence of tourists'embodied experience quality based on the theory of embodiment.The construct of embodied tourism experience quality is defined as the extent of emotional and affective perceptions that tourists can acquire through their"phenomenal body"within a specifically organized tourism scene.The manifestations include the tourist's body,tourism scenes,and the interaction level between them.We employ a rigorous scale development process that includes theoretical deduction,content analysis,focus group interviews,and surveys to create a reliable and valid scale for measuring tourists'embodied experience quality.The scale comprises 21 items encompassing six specific dimensions:intensified sense experience,cross-modal sensory experience,and overall physical experience at the physical level;embodied awareness of the tourism scene at the scene organization level;surprising delight,and emotional sublimation at the emotional level.The tourism scene level of embodied tourism experience quality indicates the invisible power of contexts that attract and encourage tourists'physical and sensorial participations into the tourism related activities by virtue of concrete facilities,clues or elements placed in the scene.The emotional level of embodied tourism experience quality mainly emphasizes an ideal tourist-tourism scene interaction status such as the surprising delight mood and the emotion sublimation.The surprising delight mood corresponds with immersed pleasant emotions such as pleasure,flow,and peak experience,while the emotion sublimation usually comes with spiritual or internal transformations after enduring great physical challenges.