基于扎根理论的滑雪旅游体验评价
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摘要
以大明山万松岭滑雪场、亚布力新体委滑雪场、北京南山滑雪场、张家口云顶滑雪场4座滑雪场为例,收集携程网上游客对这4座滑雪场的体验评价,以扎根理论为研究方法,分析滑雪旅游游客的体验线索。研究发现:滑雪旅游体验线索主要由时间轴、接触区、接收者3个核心范畴构成,其中时间轴是路线,接触区是载体,接收者是体验主体;每个维度下又包含不同的具体范畴,各维度、范畴在游客实际体验过程中相互作用;接触区范畴下的雪道级别与接收者范畴下的自身水平不相匹配导致的"错置"是影响体验质量的重要因素,在今后滑雪旅游目的地建设中应予以重视。
This paper took China's four popular ski resorts( Damingshan Wansongling Ski Resort,Yabuli New Sports Ski Resort,Beijing Nanshan Ski Resort,Zhangjiakou Yunding Ski Resort) as cases,collecting the online comments of tourists who experienced the four resorts on Ctrip. Adopting the grounded theory,this paper analyzed and generalized the experience clues affecting the quality of tourists experience. The results showed that the experience of skiing tourism was mainly composed of three core categories: Time axis,contact area and receiver. The time axis was the route,the contact area was the carrier,the receiver was the experience subject. Each dimension contained different specific categories. Each dimension and category interacted in the actual experience of tourists. The"displacement"caused by the lack of matching between the snow level in the category of the contact area and the level of the tourists was an important factor affecting the quality of experience,and should be paid attention to in the construction of ski destinations in the future.
This paper took China's four popular ski resorts( Damingshan Wansongling Ski Resort,Yabuli New Sports Ski Resort,Beijing Nanshan Ski Resort,Zhangjiakou Yunding Ski Resort) as cases,collecting the online comments of tourists who experienced the four resorts on Ctrip. Adopting the grounded theory,this paper analyzed and generalized the experience clues affecting the quality of tourists experience. The results showed that the experience of skiing tourism was mainly composed of three core categories: Time axis,contact area and receiver. The time axis was the route,the contact area was the carrier,the receiver was the experience subject. Each dimension contained different specific categories. Each dimension and category interacted in the actual experience of tourists. The"displacement"caused by the lack of matching between the snow level in the category of the contact area and the level of the tourists was an important factor affecting the quality of experience,and should be paid attention to in the construction of ski destinations in the future.
引文
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[3]Gonseth C. Impact of Snow Variability on the Swiss Winter Tourism Sector:Implications in an Era of Climate Change[J].Climatic Change,2013,119(2)∶307-320.
[4]Burakowski E,Magnusson M. Climate Impacts on the Winter Tourism Economy in the United State[R]. Natural Resources Defense Council,2012.
[5]Lasanta T,Laguna M,Vicente-serrano S M. Do Tourism-based Ski Resorts Contribute to the Homogeneous Development of the Mediterranean Mountains? A Case Study in the Central Spanish Pyrenees[J]. Tourism Management,2007,28(5)∶1326-1339.
[6]Gilbert D,Hudson S. Tourism Demand Constraints——A Skiing Participation[J]. Annals of Tourism Research,2000,27(4)∶906-925.
[7]Falk M. A Hedonic Price Model for Ski Lift Tickets[J]. Tourism Management,2008,29(6)∶1172-1184.
[8]Zhao Yizu,Park Keun-Soo. A Research on the Structural Relationships among Experience,Image,Satisfaction and Behavior Intention:Focused on Chinese Tourist's Ski Tourism in Korea[J]. Journal of Tourism and Leisure Research,2017,29(12)∶65-78.
[9],et al. Structural Relationships among Attributes of Experi-ence Space,Hedonic,Utilitarian,and Tourism Satisfaction of Ski Resort[J]. The Korean Journal of Physical Education,2016,55(2)∶349-359.
[10]Fonner R C,Berrens R P. A Hedonic Pricing Model of Lift Tickets for US Alpine Ski Areas:Examing the Influence of Crowding[J]. Tourism Economics,2014,20(6)∶1215-1233.
[11]Arild R,Scott S,Rose J. The Art of Guiding in Nature-based Adventure Tourism-how Guides can Create Client Value and Positive Experience on Mountain Bike and Backcountry Ski Tours[J]. Scandinavian Journal of Hospitality and Tourism,2015,15(10)∶62-82.
[12]李毅,翟羽丽,邹向东.对大兴安岭林区发展滑雪旅游的几点建议[J].林业科技情报,2000,(3)∶63-65.
[13]吴必虎,党宁.中国滑雪旅游市场需求研究[J].地域研究与开发,2004,(6)∶78-82.
[14]张德成.浅谈滑雪旅游与人类文化[J].冰雪运动,2002,(1)∶78-80.
[15]杜庆臻.黑龙江省滑雪旅游开发构想[J].学习与探索,1999,(4)∶22-28.
[16]裴艳琳.滑雪体育旅游市场营销策略的实证研究[D].上海:复旦大学硕士学位论文,2010.
[17]张玉.基于消费者行为的济南滑雪旅游市场营销策略研究[D].济南:山东师范大学硕士学位论文,2014.
[18]谢彦君.基础旅游学(第二版)[M].北京:中国旅游出版社,2005.
[19]唐绒.山地滑雪旅游者畅爽体验、积极情绪与游客忠诚研究[D].长沙:湖南师范大学硕士学位论文,2016.
[20]路璐.滑雪游客感知价值、满意度与行为意向的关系研究[D].石家庄:河北师范大学硕士学位论文,2018.
[21]Bernd H Schmitt.体验营销[M].北京:清华大学出版社,2004.