视觉表征下非遗文旅游客忠诚度设计研究——以道明竹艺村为例  

A Study of Customer Loyalty Design for Intangible Cultural Heritage Tourism under Visual Representation:Taking Daoming Bamboo Art Village as an Example

作　　者：王玮[1] 田春燕 王喆 WANG Wei;TIAN Chunyan;WANG Zhe(Southwest Jiaotong University,611756 Chengdu Sichuan;SiChuan Tourism University,610100 Chengdu Sichuan)

机构地区：[1]西南交通大学,四川成都611756 [2]四川旅游学院,四川成都611756

出　　处：《设计艺术研究》2025年第1期22-28,共7页Design Research

基　　金：四川省哲学社会科学重点研究基地现代设计与文化研究中心重点项目(MD23Z002);西南交通大学新型交叉学科培育基金项目(YG2022003);西南交通大学2022年课程思政建设专项研究项目(KCSZ20220006);西南交通大学2024年本科教育教学研究与改革项目(20240801);西南交通大学2024大学生创新训练计划(202410613057);西南交通大学2024年高水平育人课程教学改革项目(2024111)。

摘　　要：基于在线评论的研究方法,研究用户视觉表征下非遗文化旅游的相关要素及其形成机制,以道明竹艺村为例,结合用户旅游体验设计的视觉感知层、交互感知层、反思感知层三个层次,运用扎根理论研究方法,探讨游客忠诚度的提升方式。首先通过分析视觉表征对游客忠诚度影响层次,得出首要感知要素为视觉层,用于激发游客兴趣,吸引首次访问;关键感知要素为交互层,确保游客满意,提升体验质量;核心感知要素为反思层,深化游客情感,培养忠诚连接。从视觉表征出发构建竹艺村非遗文化旅游影响因素模型,分析各因素间的逻辑关系与影响机制。并为增强乡村旅游竞争力,促进乡村的可持续性发展提供可行性建议与设计。Based on the research method of online review,the paper studies the relevant elements of intangible cultural heritage tourism and its formation mechanism under the visual representation of users.Taking Daoming Bamboo Art Village as an example,it combines the three levels of visual perception layer,interaction perception layer,and refl ection perception layer of user tourism experience design,and uses the research method of Grounded Theory to explore the way of improving the loyalty of tourists.Analyzing the infl uence of visual representations on tourists'loyalty,it is concluded that the primary perception element is the visual layer,which stimulates tourists'interest and attracts the fi rst visit;the key perception element is the interaction layer,which ensures tourists'satisfaction and improves the quality of the experience;and the core perception element is the refl ection layer,which deepens tourists'emotions and cultivates the loyalty connection.A model of non-heritage cultural tourism infl uencing factors in Bamboo Art Village from visual representations has been proposed through analyzing the logical relationship and infl uencing mechanism among the factors to provide feasible suggestions and designs to enhance the competitiveness of rural tourism and promote the sustainable development of villages.

关 键 词：视觉表征 游客忠诚度 扎根理论 在线评论 

分 类 号：J59[艺术—艺术设计]