中国志愿旅行者感知价值分析——基于网络民族志的探索性研究  

An Analysis of Perceived Value of Chinese Volunteer Tourists:An Exploratory Study Based on Netnographic Method

作　　者：桑森垚 王世梅 SANG Senyao,WANG Shimei(School of Tourism and Foreign Languages, Tibet University,Lasa Tibet 850000, China)

机构地区：[1]西藏大学旅游与外语学院,西藏拉萨850000

出　　处：《乐山师范学院学报》2018年第6期50-57,共8页Journal of Leshan Normal University

基　　金：西藏自治区高等学校人文社会科学研究一般项目"乡村旅游发展背景下的地方居民感知地方变迁研究--以达东村为例"(SK2017-10);西藏大学大学生(国家级)创新训练项目"拉萨义工旅行初探:基于义工旅行者感知价值的分析"(201710694024)

摘　　要：志愿者旅行作为典型的后现代旅行形态,其为志愿旅行参与者提供了多层次的价值感知。利用网络民族志研究的研究体系,深入中国志愿者旅行网络社区,扎根于感知价值理论,收集并分析中国志愿者旅行的网络田野资料,质性分析了四种中国志愿旅行者的感知价值,分别是社会建构背景下的志愿旅行者社会网络的维持和扩展,即志愿旅行者的感知社会价值;志愿旅行者基于理性反思的功利性价值感知;基于志愿旅行者自我实存感和自我反思的自我发展价值感知、其跨文化能力提升及其文化认同深化;以及志愿旅行者通过记忆创造所感知到的自我延续。研究结果有助于理解中国文化变迁背景下的志愿者旅行市场变化以及中国志愿者旅行市场的细分化。As a typical post-modern tourism form, volunteer tourism provides multi-value perceptions for volunteer tourists. Using netnographic research method, grounded on perceived value theory, going into Chinese volunteer tourism＇s online community, the present study collected Chinese volunteer tourism＇s online field data and qualitatively analyzed 4 Chinese volunteer tourists＇ perceived values, respectively, the social network enhancement and maintenance under the social construction —volunteer tourists＇ perceived social value; the utilitarian value of volunteer tourists based on their rational reflection; personal development and growth value based on volunteer tourists＇ sense of being and self-reflection, the cross-cultural competence enhancement and the deepening of Chinese culture and national identity; and the sense of continuity of volunteer tourists based on the memory creation. The results contribute to understanding the marketing characters of Chinese volunteer tourism under the context of Chinese cultural change and the market segment of Chinese volunteer tourism.

关 键 词：中国志愿者旅行 感知价值 文化变迁 网络民族志研究 

分 类 号：F590.7[经济管理—旅游管理]