红色旅游体验场景量表开发:一种混合式方法的应用  

Scale Development of Red Tourism Experiencescape:An Application of the Mix Methodology

作　　者：李慧[1,2] 张梦[1] LI Hui;ZHANG Meng(School of Business Administration,Southwestern University of Finance and Economics,Chengdu 611130,China;School of Tourism and Hospitality Management,Sanya College,Sanya 572022,China)

机构地区：[1]西南财经大学工商管理学院,四川成都611130 [2]三亚学院旅游与酒店管理学院,海南三亚572022

出　　处：《旅游科学》2022年第6期71-89,共19页Tourism Science

基　　金：海南省哲学社会科学规划课题“利益相关者视域下海南自贸港国际旅游消费中心建设评价体系的建构与测量”(HNSK(ZC)22-140)。

摘　　要：2004年以来,红色旅游因兼具政治、社会、经济效益而受到广泛关注。作为精神旅游的一种,红色旅游多方效益的实现均需以游客的情感体验为支撑,然而目前的研究较多从政府与目的地视角出发,游客体验视角的研究相对不足。体验场景作为服务场景的延伸,搭建了供给方与需求方的桥梁,更加强调体验环境中的互动、共创、主题、具身等要素。文章通过深度访谈扎根分析和问卷数据分析形成了红色旅游体验场景的概念与量表,并将其划分为包含建筑外观、内部设计、主题展示3个维度的主题氛围元素和包含故事讲解、人际互动和活动参与3个维度的社会参与元素。其中主题氛围元素反映红色主题精神并创造出沉浸式的体验空间,社会参与元素提升游客在红色旅游过程中身体与情感的参与水平,对于完善体验场景概念体系,拓展体验场景应用范围,优化红色旅游目的地体验设计,提升红色旅游体验效果具有重要的理论和实践意义。Since 2004,red tourism has received extensive attentions because of its political,social and economic benefits.As a kind of spiritual tourism,the realization of multi-benefits of red tourism needs to be supported by the emotional experiences of tourists.However,the current researches of red tourism are mostly from the perspectives of governments and destinations,and few from tourist experience.As an extension of the servicescape,the experiencescape that builds a bridge between the supply side and the demand side puts more emphasis on interaction,co-creation,theme,embodiment and other elements in the experience environment.Through grounded analysis and data analysis,this paper formed the concept and measurement scale of red tourism experiencescape that is composed of thematic atmosphere elements including architectural appearance,interior space and thematic display and social participation elements that include three dimensions namely story narration,interpersonal interaction and activity participation.Both the former that reflects the red culture themes and create immersive experience spaces,and the later that enhances tourists’physical and emotional participation are of important theoretical and practical significances of not only perfecting the conceptual system and expanding the application scopes of experiencescape,but also optimizing the experience designs of red tourism destinations and improve the outcomes of red tourism experiences.

关 键 词：红色旅游 体验场景 量表开发 混合式方法 

分 类 号：F592[经济管理—旅游管理]