地方感知视角下非物质文化遗产景区品牌评价研究  

Brand Evaluation of Intangible Cultural Heritage Scenic Spots from the Perspective of Placeness Perception

作　　者：文彤[1] 王晨叶 张玉林 WEN Tong;WANG Chenye;ZHANG Yulin(School of Management,Jinan University,Guangzhou 510632,China)

机构地区：[1]暨南大学管理学院,广东广州510632

出　　处：《地理与地理信息科学》2024年第3期151-160,共10页Geography and Geo-Information Science

基　　金：国家社会科学基金项目“社会责任视角下乡村旅游小企业参与旅游精准扶贫机制研究”(17BGL124)。

摘　　要：非物质文化遗产景区品牌化已成为获取竞争优势的重要途径,旅游者对塑造成功品牌具有关键驱动作用,如何提升旅游者品牌评价值得深入探讨。该文以非遗景区品牌建设为背景,基于571份游客有效问卷数据,探索游客个人怀旧倾向、非遗旅游体验质量与景区品牌评价之间的关系,并纳入地方性感知探讨其内在机制。结果表明:旅游者的非遗旅游体验质量与个人怀旧倾向均对景区品牌评价产生显著正向影响,地方性感知发挥部分中介作用;旅游者个人怀旧倾向对非遗旅游体验质量具有显著正向影响,非遗旅游体验质量在个人怀旧倾向与地方性感知、景区品牌评价的关系间起部分中介作用。围绕非遗产品对景区品牌的增值作用,形成对“非遗进景区”的产品选择、文化塑造及体验提升等方面的相关启示与建议,将是促进非遗景区品牌长远发展的重要考量。The brand of intangible cultural heritage scenic spots has become an important way to obtain competitive advantages.Tourists play a key driving role in creating successful brands.How to improve the brand evaluation from tourists is worth fur-ther discussion.Based on the background of brand building of intangible cultural heritage scenic spots,this paper explores the relationship between tourists'individual nostalgia tendency,the quality of intangible cultural heritage tourism experience and the brand evaluation of scenic spots based on 571 valid questionnaires,and incorporates placeness perception to explore its internal mechanism.The results show that tourists'individual nostalgia tendency and the quality of intangible cultural heritage tourism experience have a significant positive effect on the brand evaluation of scenic spots,and the placeness perception plays a partial mediating role.Tourists'individual nostalgia tendency has a significant positive effect on the quality of intangible cultural herit-age tourism experience,while the quality of intangible cultural heritage tourism experience plays a partial mediating role in the relationship between tourists'individual nostalgia tendency,placeness perception and brand evaluation of scenic spots,thus clari-fying the mechanism of intangible cultural heritage on the brand of scenic spots.It will be an important consideration to promote the long-term development of the brand of intangible cultural heritage scenic spots by focusing on the value-added role of intan-gible cultural heritage products on scenic spot brands and forming relevant enlightenment and suggestions on product selection,cultural shaping and experience improvement of"introducing intangible cultural heritage into scenic spots".

关 键 词：非遗景区 景区品牌评价 个人怀旧倾向 非遗旅游体验质量 地方性感知 

分 类 号：F592.7[经济管理—旅游管理]