基于扎根理论的漂流旅游产品关注结构实证研究--以武夷山九曲溪漂流旅游产品为例  

An Empirical Research on Attention Structure of Rafting Tourism Product Based on Grounded Theory——A Case Study of Rafting Tourism Product on Jiuqu River of Mt.Wuyi

作　　者：彭夏岁 郭进辉 PENG Xia-sui;GUO Jin-hui(College of Tourism,Wuyi University,Nanping Fujan 354300,China)

机构地区：[1]武夷学院旅游学院,福建南平354300

出　　处：《西南师范大学学报（自然科学版）》2020年第12期102-111,共10页Journal of Southwest China Normal University(Natural Science Edition)

基　　金：福建省教育厅社会科学研究项目(JBS14180);福建省科技厅立项项目(2015R0075).

摘　　要：研究选取武夷山九曲溪漂流作为案例地,采集网络评论文本,借助ROST CM6和Nvivo12软件辅助对九曲溪漂流旅游产品关注结构进行分析总结.结果表明:①漂流旅游产品关注结构涵盖4个核心范畴、15个结构要素和35个概念;②游客关注频度最高的核心范畴是管理,游客最关注的结构要素是品牌投射;③游客负面情绪易受小费索取、票务管理、服务态度、职业道德、乘排管理、交通管理、气候条件等结构要素影响;④空气质量、心理联想和互动体验等结构要素对游客满意度有显著正面影响.研究构建了漂流旅游产品三位一体的旅游关注结构动态模型和漂流旅游产品的“关注-反馈”结构机理,丰富了漂流旅游专项研究内容,为旅游产品体验质量提升路径提供新的思考逻辑.In this paper,rafting on Jiuqu River of Mt.Wuyi has been selected as a case study.By collecting comments on the Internet and resorting to software ROST CM6 and NVivo11,the Attention Structure of the rafting tourism product on Jiuqu River has been studied.The result shows that,1)Attention Structure of rafting tourism product consist of 4 core categories,15 structural elements and 35 concepts;2)In core categories,management has the widest Attention scope,while in structural elements,tourists focus mostly on brand projection;3)Tourists are easily frustrated by many structural elements,such as:tips demand,tickets management,service attitude,professional ethics,passengers management,traffic management,climate etc.4)Additionally,structural elements of air quality,psychological association and interactive experience have obvious positive influence on tourist satisfaction.A dynamic model of“three in one”has been established in the study.Attention Structure of rafting,tourism,products,building a structure mechanism of“attention-feedback”to rafting tourism product.It enriches the special research of rafting tourism,offering new thinking logic for improving quality of tourism product experience.

关 键 词：九曲溪 漂流旅游产品 关注结构 结构要素 品牌投射 

分 类 号：F590[经济管理—旅游管理]