基于文化动机和体验的乡村民宿旅游者分类与比较研究——以黟县宏村为例  

The typologies and comparison of rural homestay inn tourists in Hongcun village:Based on the cultural motivation and experience

作　　者：刘法建 郭宗坤[1] 张苏 童朝睿 LIU Fajian;GUO Zongkun;ZHANG Su;TONG Chaorui(Center for Hui Studies,Anhui University,Hefei 230039;Business School of Anhui University,Hefei 230601,China)

机构地区：[1]安徽大学徽学研究中心,合肥230039 [2]安徽大学商学院,合肥230601

出　　处：《干旱区资源与环境》2021年第10期185-193,共9页Journal of Arid Land Resources and Environment

基　　金：教育部人文社科青年项目(17YJC790092);国家自然科学基金项目(42071196)资助。

摘　　要：传统乡村和地方文化元素的运用是乡村民宿开发的重要形式,也是核心吸引力之所在,在旅游者选择决策中起到关键作用,文化旅游动机及行为成为理解乡村民宿旅游者的有效切入点。文中以世界遗产地黟县宏村为案例地,运用McKercher(2002)"文化中心性"和"体验深度"文化旅游者二维分类模型,对其进行民宿旅游者类型划分,并比较不同类型的旅游者特征和行为上的差异。结果表明:1)基于"文化中心性"和"体验深度"文化旅游者分类模型在民宿旅游者上具有适用性,按照比例大小依次为目标明确型、意外发现型、观光型、随意型和偶然型文化旅游者五种类型。2)因较高的文化中心性和体验深度,民宿旅游者与遗产旅游者、城市文化旅游者均呈现不同的类型结构。3)不同类型的民宿旅游者在年龄、收入、停留天数上有一定的差异,但在其他人口特征、旅游行为和民宿旅游经验上等差别不明显。The attraction of homestay inn mostly depends on the culture and lifestyle of countryside which integrates rural,local and culture elements.As the new type of cultural experience,culture plays more important roles in the decision of rural homestay inn tourists recently.It also provides an effective and necessary perspective to understand and classify the tourists.This research took Hongcun village as the example,which locates in Yixian county,Anhui province and has become the representative of Huzhou ancient village.By using two-dimensional classification model of McKercher’s(2002)"cultural Centrality"and"experience depth"cultural tourists,the tourists were classified into five typologies(namely purposeful,sightseeing,casual,incidental,and serendipitous),and then their differences in demographic characteristics,trip behaviors and homestay inn experiences were compared.It was revealed that,firstly,typology method based on the cultural centrality and depth of cultural experience could also be applied to classify the homestay inn tourists.According to the percentages,the tourists could be classified into purposeful,serendipitous,sightseeing,casual,and incidental cultural tourists.Secondly,the structure of rural homestay inn tourism was different from those of heritage tourists and city cultural tourists,especially in the ratio of incidental and serendipitous tourists.Thirdly,the difference of the tourists was only presented in age,monthly income,and number of days,but there was no difference in other demographic characteristics,trip behaviors and homestay inn experience.

关 键 词：乡村民宿 文化动机 文化体验深度 分类 宏村 

分 类 号：F590[经济管理—旅游管理]