秦兵马俑游客消费、体验分析与旅游拓展研究

【作者】 张宏；

【导师】 赵荣；

【作者基本信息】 西北大学 ， 人文地理学， 2005， 硕士

【摘要】 世界文化遗产已成为我国旅游吸引物的核心之一,是我国旅游业发展的重要物质基础,其发展演变对我国及区域旅游业发展有显著反馈作用。游客分析在世界文化遗产的演化机制、原因比较、优化等方面居于主导地位,是分析旅游地的切入点。 以生命周期考察为研究背景,得出了兵马俑处于停滞型阶段,面临短时期内向衰退阶段转换的危险。在此基础上,用旅游地双周期模型从游客角度对其演化机制进行两个分析:一个是表层分析,即通过与西安的比较去发现兵马俑游客消费结构、行为特征;另一个里层分析(即体验分析),用ASEB方法进行。 两者结合,由表及里,由现象深入到本质,去揭示隐藏在其后的游客需求变化。 从表层看,消费结构不完善。游客在兵马俑的消费支出以遗产地门票为主,购物支出和餐饮支出较少,娱乐消费和住宿支出基本没有;游客行为特征多为门票和午餐相结合的1日游形式。从里层看:体验水平低,市场需求多样化是导致旅游消费结构不完善的深层次原因。 结论是旅游消费谱系不完善、游客体验受到忽视以及文化价值开发薄弱是根本原因。 面对体验经济大潮冲击,在充分提取世界文化遗产秦兵马俑价值基础上,提出一个完善旅游消费谱系:针对不同的游客类型进行消费优化、针对不同的旅游消费类型进行购买优化多层次多维度进行;积极应对体验旅游的冲击;大力开发新型文化旅游产品的世界文化遗产地旅游拓展对策。 本研究创新之处在于三点:运用综合方法来分析一个特殊的文化遗产地—秦兵马俑,从游客需求角度以表层的旅游消费特征和里层的ASEB体验分析方法相结合寻求支配世界遗产地旅游发展的规律;用ASEB方法首次在国内对兵马俑进行分析,并就实践中反映出来的问题进行总结;对旅游产品如何在世界文化遗产地提高游客体验水平进行了积极探索。更多还原

【Abstract】 World culture heritage has become one of the core of attractive tourist products and important base of tourist in our country, it’s evolvement has prominent feedback to development of our country and regional tourist. Tourist analysis has dominant effect on evolvement mechanism, reason contrast, optimizing and so on, which is the first step in analysis of tourist destination.According to the theory of lifecycle, the stagnate stage of the Qin’s Terra-cotta tourist has been concluded and it would change from stagnate to dangerous in short time. Based on this, Analysis of two lay is carried on the evolvement mechanism by the model of double Hfecycle from the point of tourist. One is surface analysis, which is finding consumptive structure and behave character of the Qin’s Terra-cotta tourist by contrast with Xi’an; The other is experience analysis by ASEB. With combination of two methods, from phenomenon to essence, the demand change of tourist would be found.From surface analysis, the consume structure is faultiness, the ticket expenditure is the main cost of tourist, the cost of shopping, food and is little, entertainment and accommodation is almost non; the behavior character of tourist is mainly day-trip with ticket and lunch. From experience analysis, the low experience. The diversification demand of market is the ultimate reasons in faultiness of consumption structure.According to above analysis, faultiness of tourist cost pedigree, tourist experience has been ignored and tap weakness of culture value are the ultimate reasons.Under experience economic, based on world culture heritage value, the countermeasure, which is perfect tourist cost pedigree: Optimizing in consume for different visitor, purchase optimizing for different consume, actively challenge to experience tourist and vigorously tapping new culture tourist product, are proposed in the Qin’s Terra-cotta.Three innovations have been found in the paper: firstly, the Qin’s Terra-cotta, a special world culture heritage, is analyzed by synthesis analysis method; Secondly, the law of tourist development in world culture heritage is looked after from the point of tourist demand with collation of tourism cost character and ASEB. The first analysis of the Qin’s Terra-cotta is carried out in domestic by ASEB, then question from the practice is summed up; Finally, active exploration is processed with tourist products how to improve tourist experience in World culture更多还原