虚拟旅游产品体验中游客幸福感的生成机制研究——基于具身体验视角  

A Research on the Generation Mechanism of Tourist Well-being in Virtual Reality Tourism Product Experience:Based on the Embodied Experience View

作　　者：贾慧敏 张运来[1] Jia Huimin;Zhang Yunlai(School International Economics Management,Beijing Technology and Business University,Beijing 100048,China)

机构地区：[1]北京工商大学国际经管学院,北京100048

出　　处：《旅游科学》2022年第3期17-35,共19页Tourism Science

基　　金：北京市教委重点课题“北京文旅融合效果测度、路径优化及模式选择研究”(SZ202110011006);北京市教委社科项目“互联网+视阈下的北京老字号品牌海外传播问题研究”(SM201710011003)。

摘　　要：以虚拟现实技术为代表的新兴技术应用为旅游者带来了全新的、丰富的旅游体验,并影响着旅游者在旅游活动中幸福感的获得。文章从游客具身体验视角切入,使用扎根理论研究方法,探讨虚拟旅游产品体验与游客幸福感之间的关系。研究发现:(1)虚拟旅游产品中的游客具身体验由旅游过程中的参与体验和旅游结束后的价值体验构成,两者共同对旅游者幸福感发挥作用。(2)虚拟旅游产品体验中的游客幸福感由幸福感生成和幸福感沉淀两个阶段组成。旅游者借助“身心一体”的参与体验,生成由愉悦感、趣味感、满足感、惊奇感和获得感构成的游客幸福感;随着旅游结束后价值体验的参与,旅游者获得的幸福感开始沉淀为美好的幸福回忆和对未来的幸福期待。(3)在整个幸福感生成过程中,虚拟旅游产品提供了具有仿真性、丰富性和创新性特征的客观旅游情境,在旅游体验的不同阶段发挥作用,并干预旅游者幸福感的生成和沉淀过程。文章对虚拟旅游产品中游客具身体验和游客幸福感进行分析,有助于旅游目的地及景区重视旅游者身体存在及旅游情境的作用,帮助旅游目的地及景区设计、改善其产品供应,加速产品优化升级,对提高旅游目的地及景区的吸引力及游客体验具有一定的启发意义。The application of emerging technologies represented by virtual reality technology has brought new and rich tourism experiences to tourists,and has affected tourists’ well-being in tourism activities.From the perspective of tourists’ embodied experiences,this paper used the grounded theory research method to explore the relationship between virtual reality tourism product experiences and tourist well-being. The results show that:(1)the embodied experiences of tourists in virtual reality tourism product experiences is composed of participation experiences in traveling processes and value experiences after tours,which together play a role in tourists’ well-being;(2)tourists’ well-being in virtual reality tourism product experiences consists of two stages:well-being generation and well-being precipitation,with the participation experiences of“integration of body and mind”,tourists generate tourist well-being composed of pleasure,interest,satisfaction,surprise and acquisition;with participation of value experiences after tours,tourists’ well-being begins to precipitate into beautiful memories and happy expectations for the future;(3)throughout the process of generating happiness,virtual reality tourism product provides an objective tourism situation with simulation,richness and innovation characteristics,which plays a role in different stages of the tourism experience and interferes with the generation and precipitation process of tourists well-being. This paper analyzed physical experiences and well-being of tourists in virtual reality tourism products,which is helpful for tourist destinations and scenic spots to attach importance to the existence of tourists’ bodies and the role of tourism situations,to help them design and improve their product supply,accelerate product optimization and do product upgrading. The authors believe that the findings are of enlightening significance to enhance the attractions of tourist destinations and scenic spots,experiences of tourists and the long-term development

关 键 词：旅游者幸福感 具身体验 虚拟旅游产品体验 扎根理论 

分 类 号：F590[经济管理—旅游管理]