黑色旅游动机、体验与收获相互关系的实证研究  

Empirical Research on the Relationship among Dark Tourism's Motivation, Experiences and Benefits

作　　者：沈苏彦[1] 赵锦[1] 张晓彤[1] 

机构地区：[1]南京林业大学人文社会科学学院旅游管理系,江苏南京210037

出　　处：《中南林业科技大学学报（社会科学版）》2014年第5期20-24,共5页Journal of Central South University of Forestry & Technology（Social Sciences）

基　　金：国家自然科学基金青年项目:"基于恢复力理论的旅游历史街区演化过程及机制研究"(编号:41301150);江苏省"青蓝工程"资助项目

摘　　要：在"动机-体验-收获"模型的基础上建立了黑色旅游体验和收获的结构模型,并且选择南京大屠杀纪念馆作为研究案例,通过问卷调查,利用结构方程模型,对研究模型和研究假设进行检验,揭示黑色旅游体验和旅游收获的影响因素。结果显示:感知原真性和旅游体验共同影响黑色旅游收获,游客的黑色旅游动机能显著影响其感知原真性,拉力因子既是黑色旅游体验又是感知原真性的有效影响因子,游客对黑色旅游景点的感知原真性能显著影响游客的旅游体验;而游客的黑色旅游动机不能显著影响其旅游体验,旅游动机和旅游拉力因子之间不存在显著的相关关系。研究结果为黑色旅游产品的开发和设计提供一些有益的借鉴。After reviewing the literature about dark tourism, a research model of investigating visitors＇ experiences and gained benefits in dark tourism spots is proposed in the frame of motivation-experience-benefit model. Pull factor and perceived authenticity as the two additional attributes are added to the original motivation-experience-benefit model. Surveys based on the proposed research model were conducted in the Memorial Hall of the Victims in Nanjing Massacre by Japanese Invaders, which is one of the typical dark tourism spots. Survey data were collected through a self-administered questionnaire by face- to-face interviews in the memorial hall in March of 2013. Structural equation modeling was employed to test the research model and hypotheses. The goodness-of-fit indices show that the proposed model can be accepted. The results in this case study indicate that, Perceived authenticity and visit experience have significant impact on visit benefit; dark tourism motivation on perceived authenticity; pull factor on visit experiences and perceived authenticity; perceived authenticity on visit experiences. Dark tourism motivation has no significant direct impact on experiences of visiting dark tourism spots. In addition, dark tourism motivation and pull factor does not interrelate with each other according to the sample data. This study supports some of past research findings on dark tourism and tourists＇ experiences. The findings have implications for planning and designing dark tourism products. Authentic display and interpretation play an important role in dark tourism gained benefits. At the same time, the media also plays a major role in generating initial interest and improving visit benefits of dark tourism.

关 键 词：黑色旅游 动机 体验 收获 结构方程模型 南京大屠杀 

分 类 号：F59[经济管理—旅游管理]