从城市意象到街道体验--城市旅游多层级消费决策中的景观迭代过程  

From City Image to Street Experience:Landscape Iteration in Urban Tourists’Consumption Decisions

作　　者：曾诗晴 谢彦君[1,2] 史艳荣 ZENG Shiqing;XIE Yanjun;SHI Yanrong(School of Tourism,Hainan University,Haikou 570228,China;Tourism Experience Research&Design Center of Hainan University,Hainan University,Haikou 570228,China)

机构地区：[1]海南大学旅游学院,海南海口570228 [2]海南大学旅游体验研究与设计中心,海南海口570228

出　　处：《旅游学刊》2022年第1期68-84,共17页Tourism Tribune

基　　金：国家自然科学基金项目“旅游场中的仪式:地方性视角下的西藏民族文化旅游体验研究”(41771165);海南大学人文社科科研创新团队资助项目(HDSKTD202016)共同资助。

摘　　要：旅游过程作为一种时序性、多节点的谱状和网状相联结的结构,决定了旅游者的感知与决策行为的复杂性和续贯性,影响着旅游体验的质量,由此构成了一个重要的研究课题。文章着眼旅游者个体在选择城市景观作为体验对象时的感知-决策过程,利用扎根理论的方法,以国内15个知名旅游街道的线上评论和相关网络游记为材料,分析旅游者街道景观的感知-决策过程,发展出"景观迭代"这一用以解释该过程的核心范畴。研究表明,第一,旅游者的城市景观感知-决策是一个"城市景观-街道景观-街道构景"的景观迭代过程,每次迭代都遵循相似的"感知-对比-选择"程序;第二",凸起感"是每一层级旅游决策的核心所在,各次迭代过程中的决策行为都建立在对"凸起感"感知的基础上;第三,旅游决策过程中交织着预算型决策和冲动型决策两种类型,从城市景观到街道场景进而到街道构景的整体决策迭代过程中,越接近具体的旅游情境,冲动型决策的特征越明显。研究进一步将旅游决策的情境化取向这一命题予以巩固,在一定程度上深化了对旅游体验的感知及决策过程的认识,对理解旅游者的行为、指导城市旅游景观尤其是街道场景、街道构景的规划和营销,均有一定的现实意义。The travel process is not a type of behavior that occurs at a single time point;it incorporates a sequential,multimode spectrum and networked structure.Accordingly,the perception and decisionmaking behavior of tourists is an extremely complex phenomenon:it affects the entire tourist activity;it leads and promotes the development of the tourism experience.This study focuses on the perception and decision-making activities of urban sightseers,and it examines the associated mechanisms.Such tourists regard the urban landscape as their main target,and this involves different decision-making layers.The present research applies grounded theory to examine online tourist reviews of 15 wellknown tourist streets in China;it analyzes the multilayer perception and decision-making process of tourists;it develops the core category of“landscape iteration”to explain tourist’s travel decisionmaking process at the destination.The findings were as follows.First,the streetscape perception and decision making of tourists involved an iterative process of“city landscape-street landscape-street landscape composition”;each iteration followed a similar“perception-contrast-selection”procedure before going on to the next stage.There were four possible paths of iteration,revealing different psychological mechanisms:sequential,inverse,sequential skipping,and inverse skipping.Second,“protrusion”was a characteristic of the tourists’perception;the term signifies that when an item is perceived as part of a landscape or a“noise”(the term is used to describe something is the same eyecatching as landscape but in an annoying way),everything around fades into the background.The decision-making behavior in each iteration is based on the perception of protrusion.Third,in the context of urban tourism,the perception of urban landscape is a reflection of urban“personalness”,a term we use to explain a city’s integral performance with respect to its personality,style,and quality.At the street level,the perception of personalness

关 键 词：景观迭代 旅游情境 旅游决策 城市旅游 城市意象 

分 类 号：F59[经济管理—旅游管理]