旅游体验与文化识别:鼓浪屿侨乡文化传播研究  

Tourist Experience and Cultural Identification:Qiaoxiang Culture Communication in Kulangsu

作　　者：纪颖超 郑向敏[1,2,3] 殷杰 JI Yingchao;ZHENG Xiangmin;YIN Jie(College of Tourism,Huaqiao University,Quanzhou 362021;College of Management,Putian University,Putian 351100;College of Leisure,Shanghai University of Sport,Shanghai 200438,China)

机构地区：[1]华侨大学旅游学院,福建泉州362021 [2]莆田学院管理学院,福建莆田351100 [3]上海体育学院休闲学院,上海200438

出　　处：《地理与地理信息科学》2023年第5期131-137,共7页Geography and Geo-Information Science

基　　金：国家社会科学基金青年项目“‘一带一路’沿线国家旅游经济合作网络解构与高质量推进机制研究”(20CGL022)。

摘　　要：侨乡文化是鼓浪屿多元文化的重要组成部分,揭示游客侨乡文化体验质量是促进鼓浪屿侨乡文化传播的重要途径。该文从游客体验视角识别游客感知的鼓浪屿侨乡文化元素,运用IPA分析法评估游客对侨乡文化的体验质量,识别侨乡文化的优势巩固元素与重点改进元素,并借助最优尺度法揭示侨乡文化优势巩固元素与重点改进元素的客群特征。研究发现:①游客感知的鼓浪屿侨乡文化包括建筑、音乐、饮食及精神四大文化类目,涵盖建筑风格、工艺装饰、音乐氛围等15个要素;②IPA分析结果表明,建筑文化属于优势巩固元素,饮食文化则为重点改进元素,具体而言,游客对建筑风格要素评价最好,对饮食价格要素感知最差;③鼓浪屿侨乡文化的优势巩固元素与重点改进元素具有明显的客群特征,对优势巩固元素表示非常满意的人群年龄主要为19~30岁,受教育程度在本科及以上,以教师、企业员工为主,收入在6001元及以上,前往次数在2次及以上,且对侨乡文化有一定了解,对重点改进要素表示非常不满意的人群年龄主要为19~30岁,以教师、企业员工与自由职业者为主,收入在3001元及以上,前往次数在2次及以上,对鼓浪屿了解程度一般。Qiaoxiang culture is an important part of the multiculturalism of Kulangsu.It is an important way to promote Qiaoxiang culture communication in Kulangsu by revealing quality of tourist cultural experience.From the perspective of tourist experience,the study identified the Qiaoxiang culture elements perceived by tourists in Kulangsu,employed IPA analysis method to evaluate the quality of the Qiaoxiang culture experienced by tourists,identified the advantage consolidation elements and key improvement elements of the Qiaoxiang culture,and revealed the tourist group characteristics of the advantage consolidation elements and key improvement elements of the Qiaoxiang culture based on optimal scaling analysis.It was found as follows.①The Qiaoxiang culture perceived by tourists in Kulangsu included four categories,namely architectural culture,musical culture,food culture and spiritual culture,covering 15 elements such as architectural style,craft decoration and musical atmosphere.②According to IPA analysis,architectural culture was an advantage consolidation element,while food culture was a key improvement element.Specifically,tourists had the best evaluation of architectural style element and the worst perception of food price element.③The advantage consolidation elements and key improvement elements of the Qiaoxiang culture had obvious tourist group characteristics.The people who were very satisfied with the advantage consolidation elements were mainly aged 19~30 years old,with a bachelor′s degree or above and an income level of 6001 yuan or above,mainly teachers and enterprise employees,who had visited Kulangsu twice or more,and had a certain understanding of the Qiaoxiang culture.The people who were very dissatisfied with the key improvement elements were mainly aged 19~30 years old,mainly teachers,enterprise employees and freelancers,with an income level of 3001 yuan or more,who had visited Kulangsu twice or more,but had a general understanding of Kulangsu.

关 键 词：鼓浪屿 侨乡文化 文化传播 旅游体验 最优尺度分析 

分 类 号：F592.7[经济管理—旅游管理]