【作者】 陈星；

【导师】 张捷；

【作者基本信息】 南京大学 ， 人文地理学， 2015， 硕士

【摘要】 主客交往是旅游地社会关系和地理区域特征研究的重要内容,近年来逐渐成为国内外学者关注的研究热点。主客交往研究是解决游客参与活动的积极性不高、主客冲突等问题的要点,对于塑造旅游地的良好形象,创造和谐的旅游环境、提高景区综合竞争力有重要意义。虽然旅游动机、主客交往、旅游体验在旅游研究中有较为成熟的发展,然而将三者结合,并定量研究相互作用机制的并不多见。尤其是对于观光型旅游地,基于游客视角构建主客交往中的作用机制模型具有重要创新意义。本文在梳理相关文献综述的基础上,构建了观光型旅游地游客视角的MCE(动机-交往意愿-体验质量)模型。结合旅游资源、旅游地理结构和区域文化特色等方面,利用三清山和九寨沟等案例地进行了实证研究,以实地问卷调查数据为基础,从主客交往意愿角度切入,深入研究游客视角的旅游动机、交往意愿和体验质量之间的相互作用机制,主要得到以下结论。(1)观光型旅游地游客动机可以划分为体验生活、刺激/冒险、放松/逃避和社交/求知等四个类型。结合观光型旅游地的特征,可将旅游地主客交往意愿划分为适度交往意愿和密切交往意愿两个维度。旅游体验质量主要包括参与程度和满意度。参与程度包括了参与的主动程度、氛围的融入程度等,满意度包括满意、愉悦和难忘等感受。(2)不同类型的旅游动机对主客交往意愿存在不同的影响,其中体验生活、放松/逃避和社交/求知动机对适度交往意愿存在显著影响,而刺激/冒险、放松/逃避动机和社交/求知动机对密切交往意愿存在显著影响。适度交往在旅游行程、旅游活动与居民一起活动等,密切交往则强调交往关系的建立和保持初步的联系等。(3)结构方程模型结果表明,不同类型旅游动机对适度交往意愿和密切交往意愿存在不同影响。地域文化特征显著的九寨沟的模型中适度交往态度则对满意度有直接影响,而密切交往态度对满意度没有直接影响。而三清山的结构方程模型中适度交往意愿直接影响参与度和满意度,密切交往态度直接影响游客满意度。差异的产生与九寨沟居民的地域文化的差异、旅游参与程度、旅游活动的类型等因素有关。(4)因素恒等性检验结果显示模型具有有效性和跨样本性。分别对三清山-九寨沟样本、三清山男女样本进行多群组分析,因素恒等性检验显示三清山和九寨沟的模型在限定因子载荷时基本通过恒等性检验,但是两个模型在路径系数上存在显著差异,而三清山男女样本的模型在限定因子载荷、路径系数、误差等指标的基础上均能通过检验,反映了模型具有跨样本的稳定性和应用的普遍意义。(5)不同类型人口学特征对于游客的旅游动机、主客交往意愿和体验质量有不同的影响。如,中青年对于摆脱生活压力的需求十分强烈,女性游客的适度交往意愿相对较强,有积极的交流欲望,中青年游客在适度交往意愿均值较高,表明交往意愿较为强烈。(6)文化扩散和传播能够通过旅游来传递,游客自身的文化属性和特点会影响其对主客交往的意愿和态度。旅游地主客交往研究有助于促进旅游地主客交往平台的构建和旅游的可持续发展。论文的创新点包括:①构建了游客视角的MCE(动机-交往意愿-体验质量)模型,对旅游动机、主客交往和旅游体验三者相互作用机制进行深入研究;②重视地域文化背景的影响分析,运用因素恒等性检验等方法进行跨样本、跨区域的对比研究。更多还原

【Abstract】 The host-guest contact in tourism destination is one of the core theme of tourism theory research,which has gradually become the research focus of domestic and foreign scholars in recent years.The research about host-guest contact will be helpful to solve the problem about conflict and understanding between each other.In the other hand,the research have profound meaning in creating a good image for tourism,building a harmonious environment of tourism,improving the competitiveness of destination.Although tourism motivation,host-guest contact and tourist experience have a more mature development in tourism studies,but it is rare to do the quantitative study of the interaction mechanism among the there elements.Nowadays the research about the mechanism of host-guest contact in the perspective of tourists is rare,especially in sightseeing destination.We built the tourist perspective MCE(motivation-contact intention-experience quality)Model according to the theory of motivation,guest-host contact in tourism destination and tourist experience.The study employed an on-site survey in Mount Sanqingshan National Park and Jiuzhaigou National Park combined with tourism resources,tourism geographical structure and other aspects of regional and cultural characteristics we deeply study the interaction of motivation,contact intention and experience quality.The main conclusions are as follows.(1)The tourism motivations in sightseeing destination can be divides into Experience life,Excitement/adventure,Relaxation/escape and Social/knowledge;The contact intention can be divided into moderate contact intention and close contact intention;Tourists’ experience quality include the participation degree and satisfaction.(2)Different types of tourism motivation will have different effects in contact intention.The results reveal that tourist motivations about Experience life,Relaxation/escape and Social/knowledge have direct effect on moderate contact intention,and tourist motivations about Excitement/adventure,Relaxation/escape and Social/knowledge have direct effect on close contact intention.(3)In addition,in the SEM of Mount Sanqingsan National Park,moderate and close contact attitude will directly affect the participation degree and satisfaction,close contact attitude directly affect tourists’ satisfaction.While in the SEM of Jiuzhaigou National Park,moderate contact attitude dose not directly affect satisfaction,close contact attitude have a direct effect on satisfaction.The differences may related to cultural differences,the participation degree in tourism of local people,the type of tourism activities,and so on.(4)We used different sample groups to do the multiple group analysis.The result of invariance measurement shows that the Sanqingshan-Jiuzhaigou models can passed the test when limit factor loading,but have significant differences in the path coefficient.The results of the men sample and women sample in Mount Sanqingshan National Park show that the model of tourist motivations,host-guest contact in sightseeing destination has stability and validity between different samples.(5)Different types of demographic characteristics have different effects on tourist motivation,contact intention and experience quality.For example,the young may have strong demand to get rid of the pressure;the female have more desire to communicate with the host;the young visitors have higher score in moderate contact intention.(6)Cultural diffusion and dissemination can be passed through tourism,and the cultural attributes and characteristics will affect tourist’ willingness to communicate with the host in tourism destination.The research about host-guest may contribute to build the contact platform between tourists and local people.The innovation points in this paper include:(1)built the tourist perspective MCE(motivation-contact intention-experience quality)Model to research the interaction mechanism among the three important elements;(2)Pay more attention to analysis the influence of regional culture background,using the method of invariance measurement to compare the models in different samples and different regions.更多还原