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  

Tourist experience satisfaction in world heritage sites based on the theory of tourism consumption technology applied to West Lake and Mount Jianglang,China

作　　者：董雪旺[1,2] 成升魁[1] 

机构地区：[1]中国科学院地理科学与资源研究所,北京100101 [2]浙江工商大学旅游与城市管理学院,杭州310018

出　　处：《资源科学》2015年第8期1578-1587,共10页Resources Science

基　　金：教育部人文社会科学研究项目(14YJCZH022);浙江省旅游科学重点研究项目(2013ZD02);中国博士后科学基金(2015M571103);浙江省社科联研究课题(2013N077)

摘　　要：世界遗产是重要的旅游资源,同时也承担着对公众科普教育的社会责任。本文以Lancaster的特性理论和消费技术理论为基础,提出了旅游消费技术的概念和理论体系,并以西湖和江郎山为案例地,试图证明游客的旅游消费技术与其体验满意度之间的正相关关系,进而将遗产旅游的经济效益、社会责任和人民满意三个战略目标统一起来。研究显示,旅游者的知识储备、旅游经历、涉入和认知程度以及解说系统是影响旅游消费技术的重要维度。其中,知识储备是文化遗产审美的基本条件,而旅游经历是一把"双刃剑",既有可能因"行万里路"而提高旅游者的旅游消费技术,并进而提升其旅游体验满意度,又有可能因"见多识广"而提高旅游者的"挑剔"度,导致满意度的降低;旅游者对遗产地的涉入程度(做功课)和认知程度是影响自身旅游体验满意度的重要因素,解说系统也能有效提高旅游者的消费技术,从而提升其旅游体验满意度;游客的体验满意度能有效提高其推荐意愿,有利于提升遗产地的口碑和旅游形象。As a kind of important tourism attraction, world heritage sites shoulder social responsibilities of popular science education. Based on Lancaster＇ s characteristics theory and consumption technology theory, the concept and theory of tourism consumption technology is proposed here using two empirical studies from West Lake and Mount Jianglang, China. Our aim is to prove a positive correlation between visitor＇ s tourism consumption technology and tourist experience satisfaction and unify three strategic objectives, including economic benefit, social responsibilities and tourist and residents＇ satisfaction with heritage tourism. We found that factors, including visitor＇s knowledge （reading）, travel experience （traveling）, involvement and cognition of heritage sites and interpretation system, influence tourism consumption technology. Knowledge （represented by degree of education）is the prerequisite to appreciating cultural heritage. Travel experience is a double-edged sword, which means that travel experience may either promote visitors＇ consumption technology and then the tourist experience （e.g. West Lake） , or decrease visitors＇ satisfaction because the travel experience can make visitors picky. There are two ways to promote visitors＇ consumption technology, including doing their homework （e.g. improving visitors＇ involvement level and cognition degree at heritage sites）and optimizing the interpretation system of destinations. There is a positive correlation between tourist experience satisfaction and visitors＇ recommendation intention, which means that word of mouth and images can be improved by promoting visitors＇ consumption technology and satisfaction.

关 键 词：旅游消费技术 体验满意度 世界遗产地 西湖 江郎山 

分 类 号：G124[文化科学] F592.7[经济管理—旅游管理]