民俗节庆原真性对游客体验的影响研究—以那达慕为例

Study on the impact of folk festival authenticity on tourism experience

作为非物质文化遗产,民俗节庆传承民族文化、塑造地区形象、促进经济发展。然而,民俗节庆面临原真性和商业化的两难局面,并且原真性与游客体验和行为意向的关系也尚未明确。本研究以那达慕为例,构建民俗节庆原真性、游客体验和行为意向的关系模型,考察原真性对游客体验和行为意向的影响,探讨原真性和商业化的互动策略。研究表明:民俗节庆原真性包括客观原真性、建构原真性与存在原真性三类,它们都直接影响游客体验。仪式、风俗、生活用具、旅游纪念品是客观原真性的具体表现;服装、舞蹈、比赛等是建构原真性的表现;而参与性节目是存在原真性的表现。这三类原真性是提升游客体验的关键所在。

Folk festivals are important intangible cultural heritages, which could not only inherit ethnic culture and shape destination image, but also promote the economic development of folk festival destinations. However, there is a dilemma between the authenticity and commercialization of folk festivals, and what is more, the relationship among authenticity, tourism experience and behavioral intention is still not clear. This study, therefore, seeks to broaden knowledge of folk festival tourism by constructing a relational model of festival authenticity, tourist experience and behavioral intention and by using Naadam festival as the research case. The strategies of authenticity and commercialization of folk festivals were also discussed in the research. Research findings show that there are three types of authenticity in a folk festival like Naadam festival. These three types of authenticity could be named as objective authenticity, constructive authenticity, and existential authenticity, all of which have direct impact on tourist consumption experience. The study also shows that objective authenticity of folk festivals is expressed by ceremony, custom, daily appliance, and souvenir;constructive authenticity of a folk festival is expressed by costumes, dances, and contests, while existential authenticity is expressed by interactive games. To improve tourist experience of folk festivals, folk festival organization should concentrates on objective authenticity, constructive authenticity, and existential authenticity.