基于网络游记的婺源县乡村旅游体验研究
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摘要
旅游体验是旅游者旅游功能与价值的核心,丰富提升旅游者乡村旅游体验已成为体验经济时代背景下促进乡村旅游可持续发展的重要途径之一。本文以"中国最美乡村"婺源为案例地,以马蜂窝在线旅游网上关于婺源的旅行游记为数据来源,运用内容分析法对游记文本进行乡村旅游体验要素编码并对各要素指标逐条打分,得到婺源乡村旅游体验要素结构表及各要素评价等级数据集。在此基础上,利用社会网络分析法(SNA)及"重要性-表现程度"分析法(IPA)对其要素结构特征及各要素旅游体验质量进行深入分析。结果显示:(1)内容分析编码归纳发现,婺源县乡村旅游体验共包含自然风光、动植物景观、建筑景观、人文景观、文化展示场所、居民生活风貌等27个要素指标;(2)SNA分析发现,婺源乡村旅游体验要素网络结构内部协调性较高,且旅游交通、建筑景观、自然风光是最核心的三大要素,而基础设施、市场秩序及文化展示场所是最边缘的三大要素;(3)IPA分析发现旅游者整体旅游体验质量较高,且旅游者对拍照摄影体验的评价最好,对旅游开发程度的感知最差。基于研究结论,本文为婺源未来乡村旅游发展提出了相应的对策与建议。
The tourism experience is the core of tourism function and value for tourists. Enriching the rural tourism experience of tourists has become one of the important ways to promote the sustainable development of rural tourism under the experience economy background. This study,taking"The Most Beautiful Village in China"as the case and selecting the travel notes of Ma honeycomb as the data source, used the content analysis to code and score the rural tourism travel experience elements of Wuyuan. Then, we got the structure table of rural tourism experience elements and the rating data set of each element. In addition, we used social network analysis method(SNA)and importance-performance analysis method(IPA)to conduct in-depth analysis of its structural characteristics of the elements and the quality of tourism experience. The results show that:(1) Content analysis finds that the rural tourism experience in Wuyuan includes 27 element indicators such as natural scenery, animal and plant landscape, architectural landscape,human landscape, cultural display place, residents' lifestyle and so on;(2) SNA analysis finds that the network structure of Wuyuan rural tourism experience elements has high internal coordination;and the tourism traffic, architectural landscape, and natural scenery are the three most important elements while the infrastructure, market order, and cultural display venues are the three most marginal elements in the network structure; and(3) IPA analysis finds that the overall quality of tourist experience is pretty and that tourists have the best evaluation of camera photography experience while the perception of tourism development degree is the worst. Based on the research conclusions, this article recommends that, in order to better develop its rural tourism, Wuyuan should take the following three suggestions:(1) Strengthen the construction of tourism infrastructure and improve the tourist transportation experience;(2) Grasp the core tourist attraction and accurately identify the key points of tourism development; and(3) Improve the level of tourism management and comprehensively coordinate the structure of tourism experience elements.
The tourism experience is the core of tourism function and value for tourists. Enriching the rural tourism experience of tourists has become one of the important ways to promote the sustainable development of rural tourism under the experience economy background. This study,taking"The Most Beautiful Village in China"as the case and selecting the travel notes of Ma honeycomb as the data source, used the content analysis to code and score the rural tourism travel experience elements of Wuyuan. Then, we got the structure table of rural tourism experience elements and the rating data set of each element. In addition, we used social network analysis method(SNA)and importance-performance analysis method(IPA)to conduct in-depth analysis of its structural characteristics of the elements and the quality of tourism experience. The results show that:(1) Content analysis finds that the rural tourism experience in Wuyuan includes 27 element indicators such as natural scenery, animal and plant landscape, architectural landscape,human landscape, cultural display place, residents' lifestyle and so on;(2) SNA analysis finds that the network structure of Wuyuan rural tourism experience elements has high internal coordination;and the tourism traffic, architectural landscape, and natural scenery are the three most important elements while the infrastructure, market order, and cultural display venues are the three most marginal elements in the network structure; and(3) IPA analysis finds that the overall quality of tourist experience is pretty and that tourists have the best evaluation of camera photography experience while the perception of tourism development degree is the worst. Based on the research conclusions, this article recommends that, in order to better develop its rural tourism, Wuyuan should take the following three suggestions:(1) Strengthen the construction of tourism infrastructure and improve the tourist transportation experience;(2) Grasp the core tourist attraction and accurately identify the key points of tourism development; and(3) Improve the level of tourism management and comprehensively coordinate the structure of tourism experience elements.
引文
[1]卢小丽,成宇行,王立伟.国内外乡村旅游研究热点:近20年文献回顾[J].资源科学,2014,36(1):200-205.[Lu X L,Cheng YH,Wang L W.20 Years of rural tourism[J].Resources Science,2014,36(1):200-205.]
[2]Cohen E.A phenomenology of tourist experience[J].Sociology,1979,13(2):179-201.
[3]Ryan C.Recreational Tourism:A Social Science Perspective[M].Oxford:Routledge,1991.
[4]Tung V,Wing S,Ritchie J R.Exploring the essence of memorable tourism experiences[J].Annals of Tourism Research,2011,38(4):1367-1386.
[5]Coghlan A,Buckley R,Weaver D.A framework for analyzing awe in tourism experiences[J].Annals of Tourism Research,2012,39(3):1710-1714.
[6]Fernandes T,Cruz M.Dimensions and outcomes of experience quality in tourism:The case of Port wine cellars[J].Journal of Retailing&Consumer Services,2016,31(2):371-379.
[7]Ourahmoune N.Gender and sexual experiences of tourism[J].Advances in Consumer Research,2013,41(3):361-366.
[8]Kim H,Woo E,Uysal M.Tourism experience and quality of life among elderly tourists[J].Tourism Management,2015,46(2):465-476.
[9]Munar A M,Jacobsen J K S.Motivations for sharing tourism experiences through social media[J].Tourism Management,2014,43(4):46-54.
[10]陈兴.“虚拟真实”原则指导下的旅游体验塑造研究:基于人类学视角[J].旅游学刊,2010,25(11):13-19.[Chen X.Study on the shaping of tourist experienceunder the principle of“virtual authenticity”[J].Tourism Tribune,2010,25(11):13-19.]
[11]张朝枝,张鑫.流动性的旅游体验模型建构:基于骑行入藏者的研究[J].地理研究,2017,36(12):2332-2342.[Zhang C Z,Zhang X.Constructing a mobile travel experience model:Empirical study of cyclists travelling to Tibet[J].Geographical Research,36(12):2332-2342.]
[12]谢辉基,杨振之.感知与意向性:解释体验内涵的一种现象学尝试[J].旅游学刊,2016,31(12):96-105.[Xie H J,Yang Z Z.Perception and intentionality:Explaining experience under thephenomenology perspective[J].Tourism Tribune,2016,31(12):96-105.]
[13]杨骏,席岳婷.符号感知下的旅游体验真实性研究[J].北京第二外国语学院学报,2015,37(7):34-39.[Yang J,Xi Y T.Symbol authenticity perception of tourism experience research[J].Journal of Beijing International Studies University,2015,37(7):34-39.]
[14]赵刘,程琦,周武忠.现象学视角下旅游体验的本体描述与意向构造[J].旅游学刊,2013,28(10):97-106.[Zhao L,Cheng Q,Zhou W Z.The ontology description and intention construct of tourism experienceunder phenomenology perspective[J].Tourism Tribune,2013,28(10):97-106.]
[15]董雪旺,成升魁.基于旅游消费技术的世界遗产地旅游体验满意度研究:以西湖和江郎山为例[J].资源科学,2015,37(8):1578-1587.[Dong X W,Cheng S K.Tourist experience satisfaction in world heritage sites basedon the theory of tourism consumption technology applied to West Lake and Mount Jianglang,China[J].Resources Science,2015,37(8):1578-1587.]
[16]潘澜,林璧属,王昆欣.探索旅游体验记忆的影响因素:中国旅游情景下的研究[J].旅游学刊,2016,31(1):49-56.[Pan L,Lin B S,Wang K X.An exploration of the influence factors on tourism experience memory:A research based on tourism in China[J].Tourism Tribune,2016,31(1):49-56.]
[17]李丽娟.旅游体验价值共创影响机理研究:以北京香山公园为例[J].地理与地理信息科学,2012,28(3):96-100.[Li L J.Study on influence mechanism of visitor experience value co-creation:Acase study of Xiangshan Park in Beijing[J].Geography and GeoInformation Science,2012,28(3):96-100.]
[18]谢彦君,徐英.旅游体验共睦态:一个情境机制的多维类属分析[J].经济管理,2016,38(8):149-159.[Xie Y J,Xu Y.The communitas of tourist experience:A multi-dimensional category analysis of situational dynamics[J].Economic Management,2016,38(8):149-159.]
[19]谢彦君,徐英.旅游场中的互动仪式:旅游体验情感能量的动力学分析[J].旅游科学,2016,30(1):1-15.[Xie Y J,Xu Y.The interaction ritual in tourism field:Dynamic analysis of emotion energy in tourism experience[J].Tourism Science,2016,30(1):1-15.]
[20]马天,谢彦君.旅游体验的社会建构:一个系统论的分析[J].旅游学刊,2015,30(8):96-106.[Ma T,Xie Y J.Social construction of tourism experience:An analysis of systematic theory[J].Tourism Tribune,2015,30(8):96-106.]
[21]谢彦君,谢中田.现象世界的旅游体验:旅游世界与生活世界[J].旅游学刊,2006,21(4):13-18.[Xie Y J,Xie Z T.Tourist experience in the tourist world:A study in the perspective of phenomenology[J].Tourism Tribune,2006,21(4):13-18.]
[22]谢彦君,彭丹.旅游、旅游体验和符号:对相关研究的一个评述[J].旅游科学,2005,19(6):1-6.[Xie Y J,Peng D.Tourism,tourist experience and signs:A review of related studies[J].Tourism Science,2005,19(6):1-6.]
[23]冯贤贤,吕龙,亢妮.基于网络文本分析的我国露营地旅游体验研究[J].特区经济,2017,(10):80-82.[Feng X X,Lv L,Kang N.Research of camping tourism experience based on internet text content analysis[J].Special Zone Economy,2017,(10):80-82.]
[24]何丹,李雪妍,周爱华,等.北京地区博物馆旅游体验研究:基于大众点评网的网络文本分析[J].资源开发与市场,2017,33(2):233-237.[He D,Li X Y,Zhou A H,et al.Museum tourism experience in Beijing:Based on internet text content analysis of Dianping.com[J].Resource Development&Market,2017,33(2):233-237.]
[25]敬峰瑞,孙虎,龙冬平.基于网络文本的西溪湿地公园旅游体验要素结构特征分析[J].浙江大学学报(理学版),2017,44(5):623-630.[Jing F R,Sun H,Long D P.Tourist experience elements structure characteristics analysis of Xixi National Wetland Park based on web text[J].Journal of Zhejiang University(Science Edition),2017,44(5):623-630.]
[26]陈旭.IPA分析法的修正及其在游客满意度研究的应用[J].旅游学刊,2013,28(11):59-66.[Chen X.The modified importanceperformance analysis method and its application in tourist satisfaction research[J].Tourism Tribune,2013,28(11):59-66.]
1)马蜂窝旅游网:http://www. mafengwo. cn/yj/10045/.
[2]Cohen E.A phenomenology of tourist experience[J].Sociology,1979,13(2):179-201.
[3]Ryan C.Recreational Tourism:A Social Science Perspective[M].Oxford:Routledge,1991.
[4]Tung V,Wing S,Ritchie J R.Exploring the essence of memorable tourism experiences[J].Annals of Tourism Research,2011,38(4):1367-1386.
[5]Coghlan A,Buckley R,Weaver D.A framework for analyzing awe in tourism experiences[J].Annals of Tourism Research,2012,39(3):1710-1714.
[6]Fernandes T,Cruz M.Dimensions and outcomes of experience quality in tourism:The case of Port wine cellars[J].Journal of Retailing&Consumer Services,2016,31(2):371-379.
[7]Ourahmoune N.Gender and sexual experiences of tourism[J].Advances in Consumer Research,2013,41(3):361-366.
[8]Kim H,Woo E,Uysal M.Tourism experience and quality of life among elderly tourists[J].Tourism Management,2015,46(2):465-476.
[9]Munar A M,Jacobsen J K S.Motivations for sharing tourism experiences through social media[J].Tourism Management,2014,43(4):46-54.
[10]陈兴.“虚拟真实”原则指导下的旅游体验塑造研究:基于人类学视角[J].旅游学刊,2010,25(11):13-19.[Chen X.Study on the shaping of tourist experienceunder the principle of“virtual authenticity”[J].Tourism Tribune,2010,25(11):13-19.]
[11]张朝枝,张鑫.流动性的旅游体验模型建构:基于骑行入藏者的研究[J].地理研究,2017,36(12):2332-2342.[Zhang C Z,Zhang X.Constructing a mobile travel experience model:Empirical study of cyclists travelling to Tibet[J].Geographical Research,36(12):2332-2342.]
[12]谢辉基,杨振之.感知与意向性:解释体验内涵的一种现象学尝试[J].旅游学刊,2016,31(12):96-105.[Xie H J,Yang Z Z.Perception and intentionality:Explaining experience under thephenomenology perspective[J].Tourism Tribune,2016,31(12):96-105.]
[13]杨骏,席岳婷.符号感知下的旅游体验真实性研究[J].北京第二外国语学院学报,2015,37(7):34-39.[Yang J,Xi Y T.Symbol authenticity perception of tourism experience research[J].Journal of Beijing International Studies University,2015,37(7):34-39.]
[14]赵刘,程琦,周武忠.现象学视角下旅游体验的本体描述与意向构造[J].旅游学刊,2013,28(10):97-106.[Zhao L,Cheng Q,Zhou W Z.The ontology description and intention construct of tourism experienceunder phenomenology perspective[J].Tourism Tribune,2013,28(10):97-106.]
[15]董雪旺,成升魁.基于旅游消费技术的世界遗产地旅游体验满意度研究:以西湖和江郎山为例[J].资源科学,2015,37(8):1578-1587.[Dong X W,Cheng S K.Tourist experience satisfaction in world heritage sites basedon the theory of tourism consumption technology applied to West Lake and Mount Jianglang,China[J].Resources Science,2015,37(8):1578-1587.]
[16]潘澜,林璧属,王昆欣.探索旅游体验记忆的影响因素:中国旅游情景下的研究[J].旅游学刊,2016,31(1):49-56.[Pan L,Lin B S,Wang K X.An exploration of the influence factors on tourism experience memory:A research based on tourism in China[J].Tourism Tribune,2016,31(1):49-56.]
[17]李丽娟.旅游体验价值共创影响机理研究:以北京香山公园为例[J].地理与地理信息科学,2012,28(3):96-100.[Li L J.Study on influence mechanism of visitor experience value co-creation:Acase study of Xiangshan Park in Beijing[J].Geography and GeoInformation Science,2012,28(3):96-100.]
[18]谢彦君,徐英.旅游体验共睦态:一个情境机制的多维类属分析[J].经济管理,2016,38(8):149-159.[Xie Y J,Xu Y.The communitas of tourist experience:A multi-dimensional category analysis of situational dynamics[J].Economic Management,2016,38(8):149-159.]
[19]谢彦君,徐英.旅游场中的互动仪式:旅游体验情感能量的动力学分析[J].旅游科学,2016,30(1):1-15.[Xie Y J,Xu Y.The interaction ritual in tourism field:Dynamic analysis of emotion energy in tourism experience[J].Tourism Science,2016,30(1):1-15.]
[20]马天,谢彦君.旅游体验的社会建构:一个系统论的分析[J].旅游学刊,2015,30(8):96-106.[Ma T,Xie Y J.Social construction of tourism experience:An analysis of systematic theory[J].Tourism Tribune,2015,30(8):96-106.]
[21]谢彦君,谢中田.现象世界的旅游体验:旅游世界与生活世界[J].旅游学刊,2006,21(4):13-18.[Xie Y J,Xie Z T.Tourist experience in the tourist world:A study in the perspective of phenomenology[J].Tourism Tribune,2006,21(4):13-18.]
[22]谢彦君,彭丹.旅游、旅游体验和符号:对相关研究的一个评述[J].旅游科学,2005,19(6):1-6.[Xie Y J,Peng D.Tourism,tourist experience and signs:A review of related studies[J].Tourism Science,2005,19(6):1-6.]
[23]冯贤贤,吕龙,亢妮.基于网络文本分析的我国露营地旅游体验研究[J].特区经济,2017,(10):80-82.[Feng X X,Lv L,Kang N.Research of camping tourism experience based on internet text content analysis[J].Special Zone Economy,2017,(10):80-82.]
[24]何丹,李雪妍,周爱华,等.北京地区博物馆旅游体验研究:基于大众点评网的网络文本分析[J].资源开发与市场,2017,33(2):233-237.[He D,Li X Y,Zhou A H,et al.Museum tourism experience in Beijing:Based on internet text content analysis of Dianping.com[J].Resource Development&Market,2017,33(2):233-237.]
[25]敬峰瑞,孙虎,龙冬平.基于网络文本的西溪湿地公园旅游体验要素结构特征分析[J].浙江大学学报(理学版),2017,44(5):623-630.[Jing F R,Sun H,Long D P.Tourist experience elements structure characteristics analysis of Xixi National Wetland Park based on web text[J].Journal of Zhejiang University(Science Edition),2017,44(5):623-630.]
[26]陈旭.IPA分析法的修正及其在游客满意度研究的应用[J].旅游学刊,2013,28(11):59-66.[Chen X.The modified importanceperformance analysis method and its application in tourist satisfaction research[J].Tourism Tribune,2013,28(11):59-66.]
1)马蜂窝旅游网:http://www. mafengwo. cn/yj/10045/.