【作者】 刘春；

【导师】 董雪梅； 王德刚；

【作者基本信息】 山东大学 ， 文化产业管理， 2016， 硕士

【摘要】 在体验经济时代,文化体验作为重要的体验形态,其经济价值开始逐渐被人们重视。与此同时,人们已经进入大众旅游时代,全域化、个性化的自由行逐渐成为人们的新需求。文化体验是旅游的重要类别,文化动机是旅游者的主要动机之一。文化体验者亦更加强调客制化、自由化、个性化的体验。但我国的现实国情是,国人仍旧只能等待五一、国庆等长假,才能与家人、朋友等一起完成自由行,或者进行文化体验活动。因此,如何既满足游客或者文化体验者对自由行的需求,又满足他们需要同伴的精神和心理诉求成为了要解决的首要问题。本文以同伴为切入点,在文献研究和理论支撑的基础上提出了两个研究假设一一(1)同伴影响文化体验； (2)不同角色同伴对文化体验不同阶段的影响不同。以香港海洋公园为例,通过对收集到的802份有效问卷和752条有效GPS轨迹进行数据分析,验证研究假设。在此基础上,从文化体验者、文化体验组织者、目的地三个角度分别提出了提升文化体验质量的建议。具体来说,绪论部分主要介绍了研究背景、研究问题、研究意义、研究综述、研究框架、研究方法、创新与不足。第一章,界定了同伴角色差异和文化体验。第二章,根据时间地理学和认知供给理论等,给出了理论框架,并结合文献分析,提出了两个研究假设。第三章,以香港海洋公园为例进行实证研究。运用SPSS20.0等对收集的数据进行频数分析、列联表分析、相关分析等；运用ArcGIS10.2对GPS轨迹记录进行数据处理,验证并通过了研究假设。第四章,在同伴研究的基础上,分别从文化体验者、文化体验组织者、目的地三个角度,针对性的提出了提升文化体验质量的建议。包括文化体验者可以根据自身需求选择不同的同伴一起出行,从而提升体验质量。旅行社可以通过为散落的文化体验者提供客制化的体验,来获取生存机会。而目的地则可以从顾客角度出发,优化配置资源,提升宣传策略。结语部分,在进一步总结全文的基础上,指出了同伴研究的未来方向。更多还原

【Abstract】 With the advent of experience economy age, economic values of cultural experience, the significant experience form, have been gradually highlighted. Meanwhile, human beings have stepped into an era of mass tourism. Global and personalized DIY tours have been the new needs of people. Cultural experience serves as the important types of travel, while cultural motivation functions as one of the primary and prime tourist motivations. Cultural experience also emphasizes the customization, liberalization, and personalization. The realistic national condition of our country, however, is that only on May Day Holiday and National Day holidays can citizens accomplish independent travels or carrying on cultural experience with families, friends and so on. Therefore, the primary and prime issue waiting for being tackled is how to satisfy people’s demands not only for independent travels, but also for physical and psychological demands. This thesis presents two hypotheses based on the literature review and relevant theories from an entry point of companion. In first, companions exert influences on cultural experience. It is the second hypothesis that different roles of companions exert different impacts on different stages of cultural experience. This thesis takes Hong Kong Ocean Park as an example as well. Furthermore, this thesis uses 802 usable questionnaires and 752 valid GPS trajectories for data analysis and the results of data analysis proves the two hypothesis mentioned above. In addition, this thesis comes up with oriented advices from the perspectives of experiencers, organizers, and destinations respectively to improve cultural experience.Specifically, the introduction presents the research background, research questions, significance of the study, literature review, research framework and research methods, as well as research creativity and weaknesses.The first chapter clarifies relevant concepts, including difference among roles of companions and cultural experience.In the second chapter, this thesis introduces time geography and theory of affordance, and presents a new theoretical framework and two hypotheses mentioned above.In the third chapter, this thesis takes Hong Kong Ocean Park as a case study. According to results of frequency analysis, crosstabs, correlation analysis and analysis of oval circumferences and areas, this thesis verifies the two hypotheses mentioned above via adopting SPSS20.0 and ArcGIS10.2.Last but not the least, based on the study of companions, the fourth chapter presents oriented suggestions to improve cultural experience, from the angles of cultural experiencer, organizer, and destination. Experiencers can select different companions according to their own needs, leading to a quality experience. Travel agencies can make a living via provide customized experience for cultural experiencers. Destinations can optimize resources and improve marketing strategy, in light of customer.Ultimately, the conclusion summarizes the thesis further and points out future research directions.更多还原