遗产旅游价值游客感知及其提升策略——基于网络信息的内容分析

发布时间：2018-08-12 20:05

【摘要】：遗产旅游是遗产价值实现的重要途径之一,遗产通过旅游活动阐释其意义与价值并被旅游者感知、传承和传播,则是遗产旅游的价值实现过程。该文选取泰山、黄山、丽江古城、平遥古城、九寨沟风景名胜区和武陵源风景名胜区6个遗产旅游地为研究样本,以网络点评数据为数据源,采用内容分析法分析游客对遗产旅游的价值感知情况,并探讨遗产旅游的价值实现情况。数据分析显示,遗产旅游的价值没有得到很好的实现,表现在:遗产旅游吸引市场不广泛且易受环境影响;游客对遗产旅游的整体感知态度较好,但遗产旅游者的旅游动机并非直接来源于旅游地的遗产属性;游客对遗产价值属性特别是对于深层次的历史、文化和精神内涵的价值感知较少。据此将遗产旅游者划分为价值漠视者、价值认知者、价值认同者和价值传递者4个层次,并从遗产旅游者角度提出了遗产旅游价值提升的方法和策略。
[Abstract]:Heritage tourism is one of the important ways to realize the value of heritage. It is the process of realizing the value of heritage tourism to explain its significance and value and to be perceived, inherited and transmitted by tourists. This paper selects six heritage tourist sites such as Mount Tai, Huangshan, Lijiang, Pingyao, Jiuzhaigou Scenic spot and Wulingyuan Scenic spot as the research samples, and takes the network evaluation data as the data source. This paper analyzes the value perception of heritage tourism by means of content analysis, and probes into the value realization of heritage tourism. Data analysis shows that the value of heritage tourism has not been well realized, which shows that the market of heritage tourism is not extensive and easy to be affected by the environment, and the overall perception attitude of the tourists towards heritage tourism is better. However, the tourism motivation of the heritage tourists is not directly derived from the heritage attribute of the tourist destination; the tourists have less value perception of the heritage value attribute, especially for the deep historical, cultural and spiritual connotations. According to this, heritage tourists are divided into four levels: value disregarding person, value cognition person, value identity person and value transmitting person, and puts forward the method and strategy to promote the value of heritage tourism from the angle of heritage tourist.
【作者单位】：安徽师范大学国土资源与旅游学院;湘潭大学商学院;
【基金】：湖南省社科基金项目“环长株潭城市群新型城镇化对旅游业发展奖励机制与对策研究”(15YBA341)
【分类号】：F592.7

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