解说方式对游客教育感知的影响研究  

Influence of Interpretation on Tourists’ Educational Perception

作　　者：赵莹[1] 闫鸿钰 林家惠 王嘉铭 Zhao Ying;Yan Hongyu;Lin Jiahui;Wang Jiaming(School of Tourism Management,Sun Yat-sen University,Zhuhai 519082,China;Guangdong Urban and Rural Planning and Design Institute,Guangzhou 510290,China)

机构地区：[1]中山大学旅游学院,广东珠海519082 [2]广东省城乡规划设计研究院,广东广州510290

出　　处：《旅游论坛》2023年第1期97-107,共11页Tourism Forum

基　　金：国家自然科学基金面上项目“家庭成员之间联合休闲行为的制约与偏好研究”(42271236)资助。

摘　　要：解说作为旅游的重要环节,对游客的旅游体验发挥着重要作用。以往的研究强调解说内容,忽视了解说方式对于游客旅游体验的影响。文章选取中国香港海洋公园的海洋奇观水族馆为案例,探究旅游解说中不同感官引导方式对游客教育感知的影响过程。结果表明:感官引导对游客教育感知有影响,不同感官引导方式的影响主要体现在知识、态度和行为维度上的差异;无感官引导方式对游客教育感知的影响体现在知识维度的提升,并无态度和行为维度的显著变化;感官引导对游客教育感知的知识、态度和行为维度均有显著影响,视听引导比视觉引导的影响更加显著。文章在旅游情境下探讨游客如何调用感官实现与情境的互动,从生理层面补充了旅游教育感知研究中仅关注主观心理认知的不足,为具身视角下的旅游体验研究作出新的尝试和探索,对于现实旅游景区的解说系统结合感官体验特征进行规划与设计具有借鉴意义。Interpretation plays an important role in tourists’ travel experiences. Tourism interpretation includes three parts, namely, interpretation content, interpretation form and interpretation audience. Extant studies on tourism interpretation focus on analyzing the content. Few explore the impact of interpretation form on tourist experience.This case study focuses on the Ocean Park Grand Aquarium in Hong Kong, exploring the process and mechanism on the influence of different sensory guidance in tourism interpretation on tourists’ educational perception. The study divided visitors into three groups, each of which was given different sensory guidance. Through comparison, the influence of different sensory interpretation methods on tourists’ perception of tourism education is identified.The results show that:(1) non-sensory guidance has partial influence on tourists’ educational perception, which is reflected in knowledge dimension improvement. The non-sensory guidance method is consistent with the self-guided interpretation form, both of which are mainly static display. This kind of display method provides insufficient impact on tourists’ attitude and behavior.(2) Sensory perception has an impact on tourists’ educational perception, which is reflected in the improvement of knowledge, attitude, and behavior. The visual and auditory sensory guidance method is consistent with the guided interpretation method. Due to the guidance of professional interpreters, guidance of interpretation information and two-way interaction with tourists during the tour process, tourists’ perception of tourism education is strengthened. Therefore, compared with the non-sensory guidance mode of one-way information input, the two-way interaction mode of sensory guidance presents a more significant tourism education effect.(3) Audio-visual guidance has a greater impact on tourists’ educational perception than visual guidance. In the combination of audio-visual guidance, tourists have a more comprehensive perception of the tourism

关 键 词：旅游解说 解说方式 刺激-机体-反应 身体感官 旅游教育感知 

分 类 号：F590[经济管理—旅游管理]