主题公园资源要素与“令人难忘的旅游体验”
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摘要
创造游客体验是主题公园的核心价值之一,也是主题公园竞争力的重要构成。本文对来自国内八家游乐园的25位游客进行深度访谈,基于扎根方法构建"令人难忘的旅游体验(MTE)"生成过程初始模型;并以游乐园的典型代表上海迪士尼乐园为问卷调查对象,运用结构方程模型对该MTE生成过程模型进行检验。定量研究结果显示:主题公园MTE包括"感知功能体验、关联及价值体验、情感体验、消极体验"四种构成要素;主题公园的"设施及氛围、人员服务、便民服务、创新力"这四大资源要素影响了MTE的生成;不同的资源要素对MTE的构成要素表现出不同的影响,其中"设施及氛围"对"感知功能体验"有强烈正向影响,"便民服务"对"关联及价值体验"有正向影响,"人员服务"对MTE的四类要素都有显著影响,"创新力"对"感知功能体验,情感体验,关联及价值体验"都有显著正向影响。对主题公园MTE的构成要素、影响因素、影响路径的探索丰富了现有旅游体验理论、增进了对于MTE的理解,对我国游乐园及其他类型主题公园的体验产品开发和资源要素管理具有启示意义。
In the situation of long time poor performance of Chinese theme park industry, Shanghai Disneyland achieved profit at its 1 st anniversary, where does its competitiveness come from in Chinese market? What kind of experience does it provide for tourists? What resources build these experiences? How do different experiences be created by these resources? Very limited research on theme park tourist experience has been carried out. Even there are some conclusions not consistent with each other in related studies on theme park experience.After introducing the concept of "Memorable Tourism Experience"(MTE) as well as research results of experience dimension and experience value, the thesis sum up influence of theme park properties on MTE. Basing on that, a qualitative research was carried out to look for structure of theme park MTE and the influencing factors of MTE. Face to face interview with 30 visitors from 8 different theme parks in China was conducted, based on this interview data grounded theory methods analysis was carried out, and a model of Theme park Memorable Tourism Experience building procedure was built. After data encoding and literature summary, the dimensions and measurement items were generated for experience influence factor scale. According to the rules of scale development, items were screened and purified, questionnaire for tourist experience influence factor and negative experience pre-test was generated.Based on research background and purpose of this study, choose Shanghai Disneyland as study object to do empirical test and analysis. Using online questionnaire method, the research got pre-test survey data from 100 college students, 94 feed back questionnaires of 100 are efficient. Using exploratory factor analysis method to explore the dimension of tourist experience influencing factor and negative experience. Results showed that, the construct of Experience Influence Factor includes 5 dimensions: entertainment/articles/interaction, personnel services, building/setting, environment, enterprise soft power; negative experience can be measured by the original 2 items. Then confirmatory factor analyses was used to check the construction of theme park MTE as well as MTE influence factors. Considering the timetable of Shanghai Disneyland lightshow and visitor behavior, formal paid online questionnaire survey was conducted by a famous research company, 600 samples was investigated, but only 335 were returned efficiently. Using 135 questionnaire samples to do CFA,results showed that, there are five MTE influence factors: Atmosphere and Facilities, Personnel Services, Convenience Services, Innovation, Other Customers. The construct of MTE is comprised of 4 factors: Function/Cognitive Experience, Relevance/Value Experience, Negative Experience, Emotional Experience.After CFA then use structural equation model to check the main effect of the model based on 200 questionnaires. Results were found that: Atmosphere and Facilities has significant positive influence on Function/Cognitive Experience; Convenience Services has significant positive influence on Relevance/Value Experience; Personnel Services has significant influence on all the 4 MTE elements; Innovation has significant positive impact on all the MTE elements except negative experience.The comprehensive study of theme park MTE structure as well as influencing factors and establishing mechanism further enrich and deepen the content of tourism experience theory. The study revealed innovation as a tourist experience influence factor, which is found in large man-made tourism destination, not ever appeared in tourism experience literature. In practice it will provide theoretical reference for tourist experience management of theme parks.
In the situation of long time poor performance of Chinese theme park industry, Shanghai Disneyland achieved profit at its 1 st anniversary, where does its competitiveness come from in Chinese market? What kind of experience does it provide for tourists? What resources build these experiences? How do different experiences be created by these resources? Very limited research on theme park tourist experience has been carried out. Even there are some conclusions not consistent with each other in related studies on theme park experience.After introducing the concept of "Memorable Tourism Experience"(MTE) as well as research results of experience dimension and experience value, the thesis sum up influence of theme park properties on MTE. Basing on that, a qualitative research was carried out to look for structure of theme park MTE and the influencing factors of MTE. Face to face interview with 30 visitors from 8 different theme parks in China was conducted, based on this interview data grounded theory methods analysis was carried out, and a model of Theme park Memorable Tourism Experience building procedure was built. After data encoding and literature summary, the dimensions and measurement items were generated for experience influence factor scale. According to the rules of scale development, items were screened and purified, questionnaire for tourist experience influence factor and negative experience pre-test was generated.Based on research background and purpose of this study, choose Shanghai Disneyland as study object to do empirical test and analysis. Using online questionnaire method, the research got pre-test survey data from 100 college students, 94 feed back questionnaires of 100 are efficient. Using exploratory factor analysis method to explore the dimension of tourist experience influencing factor and negative experience. Results showed that, the construct of Experience Influence Factor includes 5 dimensions: entertainment/articles/interaction, personnel services, building/setting, environment, enterprise soft power; negative experience can be measured by the original 2 items. Then confirmatory factor analyses was used to check the construction of theme park MTE as well as MTE influence factors. Considering the timetable of Shanghai Disneyland lightshow and visitor behavior, formal paid online questionnaire survey was conducted by a famous research company, 600 samples was investigated, but only 335 were returned efficiently. Using 135 questionnaire samples to do CFA,results showed that, there are five MTE influence factors: Atmosphere and Facilities, Personnel Services, Convenience Services, Innovation, Other Customers. The construct of MTE is comprised of 4 factors: Function/Cognitive Experience, Relevance/Value Experience, Negative Experience, Emotional Experience.After CFA then use structural equation model to check the main effect of the model based on 200 questionnaires. Results were found that: Atmosphere and Facilities has significant positive influence on Function/Cognitive Experience; Convenience Services has significant positive influence on Relevance/Value Experience; Personnel Services has significant influence on all the 4 MTE elements; Innovation has significant positive impact on all the MTE elements except negative experience.The comprehensive study of theme park MTE structure as well as influencing factors and establishing mechanism further enrich and deepen the content of tourism experience theory. The study revealed innovation as a tourist experience influence factor, which is found in large man-made tourism destination, not ever appeared in tourism experience literature. In practice it will provide theoretical reference for tourist experience management of theme parks.
引文
[1]Crouch,G,I,.J.Ritchie.M.Uyasl.and G Crouch.Application of The Analytic Hierarchy Process to Tourism Choice and Decision Making:A Review and Illustrati on Applied To Destination Competitiveness[J].Tourism Analysis,2005,10,(1):17-25.
[2]谢彦君.旅游体验的情境模型:旅游场[J].大连:财经问题研究,2005,(12):64-69.
[3]杨振之,谢辉基.旅游体验研究的再思[J].北京:旅游学刊,2017,(7):12-23.
[4]厉新建.旅游体验研究:进展与思考[J].北京:旅游学刊,2008,(6):90-95.
[5]Wu H-C,M-Y Li,and T.Li.A Study of Experiential Quality,Experiential Value,Experiential Satisfaction,Theme Park Image And Revisit Intention[J].Journal of Hospitality & Tourism Research,2018,42,(1):26-73.
[6]Dong,P,and Y-M Siu.Servicescape Elements,Customer Predispositions and Service Experience:The Case of Theme Park Visitors[J].Tourism Management,2013,(36):541-551.
[7]Holbrook M.B.Consumption Experience,Customer Value,and Subjective Personal Introspection:An Illustrative Photographic Essay[J].Journal of Business Research,2006,(59):714-725.
[8]胡塞尔.埃德蒙德.逻辑研究(第二卷第一部分)[M].倪梁康译.北京:商务印书馆,2015.
[9]Larsen,S.Aspects of A Psychology of the Tourist Experience[J].Scandinavian Journal of Hospitality and Tourism,2007,7,(1):7-18.
[10]Tung,W,and JRB.Ritchie.Exploring The Essence of Memorable Tourism Experiences[J].Annals of Tourism Research,2011,38,(4):1367-1386.
[11] Komppula,R.,and WC.Gartner.Hunting As a Travel Experience:An Auto-Ethnographic Study of Hunting Tourism in Finland and the USA[J].Tourism Management,2013,(35):168-180.
[12] Komppula,R., Riikka. I, and David. A. Social Holidays as A Tourist Experience In Finland[J].Tourism Management, 2016,(52) :521-532.
[13] Zhang,H-L.,Yang.Y,C-H.Zheng, and J.Zhan. Too Dark To Revisit? The Role of Past Experiences and Intrapersonal Constraints[J]. Tourism Management, 2016, (54): 452-464.
[14] Gieling,J.,and CE.Ong.Warfare Tourism Experiences and National Identity:The Case of Airborne Museum[J].Tourism Management,2016,(57):45-55.
[15] MacLeod, N., Jennifer. S. and Alastair.M.M. The Touring Reader: Understanding The Bibliophile's Experience of Literary Tourism[J]. Tourism Management, 2018, (67): 388-398.
[16]Mikuli,J.,D.Prebezac,M.Seric,and D Kresic.Campsite Choice and The Camping Tourism Experience:Investigating Decisive Campsite Attributes Using Relevance-Determinance Analysis[J].Tourism Management,2017,(59):226-233.
[17]Jiang,T,.R.Chris,and C Z.Zhang.The Spiritual or Secular Tourist? The Experience of Zen Meditation in Chinese Temples[J].Tourism Management,2018,(65):187-199.
[18]Eysenck,M.D.g.Gao trans.Cognitive Psychology[M].Shanghai:East China Normal University Press,2002.
[19]Lo D. The Theme Park Experience: Its Nature, Antecedents and Consequences [D]. Hongkong Polytechnic University,2007.
[20]赵刘,程琦,周武忠.现象学视角下旅游体验的本体描述与意向构造[M].北京:旅游学刊,2013,(10):97-106.
[21]Kim,J.Development of A Scale To Measure Memorable Tourism Experiences[J].European Journal of Tourism Research,2012,3,(1) :12-25.
[22]Holbrook,MB,and EC.Hirschman.The Experiential Aspects of Consumption:Customer Fantasy,Feelings and Fun[J].Journal of Consumer Research,1982,9,(2):132-140.
[23]Pine,B,and J.Gilmore.The Experience Economy[M].Boston:Harvard Business School Press,1998.
[24]Mathwick,C.,N.Malhotra,and E.Rigdon.Experiential Value:Conceptualization,Measurement and Application In The Catalog And Internet Shopping Environment[J].Journal of Retailing,2001,77,(1):39-56.
[25]Schmitt B.Experiential Marketing[M].New York:The Free Press,1999.
[26]海德格尔.马丁.存在与时间.[M].陈嘉映,王庆节译.北京:生活.读书.新知.三联书店,2010.
[27]Kolb D A. Experiential Learning:Experience As The Source Of Learning and Development[M].Englewood Cliffs,NJ:Prentice-Hall,1984.
[28]陈佑清.体验及其生成[J].武汉:教育研究与实验,2002,(2):11-16.
[29]张鹏程,卢家楣.体验的心理机制研究[J].上海:心理科学,2013,(6):1498-1503.
[30]马天,谢彦君.旅游体验的社会建构:一个系统论的分析[J].北京:旅游学刊,2015,(8):96-106.
[31]Chronis A.Moving Bodies and The Staging of the Tourist Experience[J].Annals of Tourism Research,2015,(55):124-140.
[32]Crouch,GI.,and J.Ritchie.Tourism,Competitiveness,and Societal Prosperity[J].Journal of Business Research,1999,44,(3):137-152.
[33]Kim J.The Antecedents of Memorable Tourism Experiences:The Development of A Scale To Measure The Destination Attributes Associated With Memorable Experiences[J].Tourism Management,2014,(44):34-45.
[34]Wu,H H-J.and R-D Liang.Effect of Experiential Value On Customer Satisfaction With Service Encounters In Luxury-hotel Restaurants International[J].International Journal of Hospitality Management,2009,28,(4):586-593.
[35]Gieling,J,and C E.Ong.Warfare Tourism Experiences And National Identity:The Case of Airborne Museum[J].Tourism Management,2016,(57):45-55.
[36]Kim,H.,E.Woo.and M.Uysal.Tourism Experience and Quality of Life Among Elderly Tourists[J].Tourism Management,2015,(46):465-476.
[37]黄洁.国家级风景名胜区的品牌资产研究——基于大学生短途旅游者视角[D].上海:复旦大学,2012.
[38]Veal A.Research Methods for Leisure Tourism:A Practical Guide[D].4th ed.Essex:Prentice Hall,Dissertation Workshop Notes & Handouts,2011.
[39]靳代平,王新新,姚鹏.品牌粉丝因何而狂热——基于内部人视角的扎根研究[J].北京:管理世界,2016,(9):103-119.
[40]许庆瑞,吴志岩,陈力田.转型经济中企业自主创新能力演化路径及驱动因素分析——海尔集团1984—2013年的纵向案例研究[J].北京:管理世界,2013,(4):121-134.
[41]Yuan,YH.,and C.Wu.Relationships Among Experiential Marketing,Experiential Value,And Customer Satisfaction[J].Journal of Hospitality & Tourism Research,2008,32,(3):387-410.
[42]Mason MC,and A Paggiaro.Investigating The Role of Festivalscape In Culinary Tourism:The Case of Food And Wine Events[J].Tourism Management,2012,33,(6):1329-1336.
[43]Bitner,MJ.Servicescapes:The Impact of Physical Surroundings on Customers and Employees[J].Journal of Marketing,1992,56,(2):57-71.
[44]Mattila,AS.,and J.Wirtz.Congruency of Scent And Music As a Driver Of In-Store Evaluations and Behavior[J].Journal of Retailing,2001,77,(2):273-289.
[45]Reimer,A.,and R Kuehn.The Impact of Servicescape on Quality Perception[J].European Journal of Marketing,2005,39,(7/8):785-808.
[46]Grove,SJ.,RP Fisk,and MJ Dorsch.Assessing The Theatrical Components of The Service Encounter:A Cluster Analysis Examination[J].Services Industry Journal,1998,18,(3):116-134.
[47]Mehrabian,A.,and JA Russell.An Approach to Environment Psychology[M].Colonial Press,Inc,1974.
(1)2018年3月国家发展改革委员会等五部门联合印发《关于规范主题公园建设发展的指导意见》,指出我国主题公园分为三大类:以大型游乐设施为主体的游乐园,大型微缩景观公园,各类影视城和动漫城。
(2)《2016年中国主题公园行业现状及存在的主要现象分析》,2016-12-28,来源:中国报告网。http://market.chinabaogao.com/gonggongfuwu/122R633552016.html。
[2]谢彦君.旅游体验的情境模型:旅游场[J].大连:财经问题研究,2005,(12):64-69.
[3]杨振之,谢辉基.旅游体验研究的再思[J].北京:旅游学刊,2017,(7):12-23.
[4]厉新建.旅游体验研究:进展与思考[J].北京:旅游学刊,2008,(6):90-95.
[5]Wu H-C,M-Y Li,and T.Li.A Study of Experiential Quality,Experiential Value,Experiential Satisfaction,Theme Park Image And Revisit Intention[J].Journal of Hospitality & Tourism Research,2018,42,(1):26-73.
[6]Dong,P,and Y-M Siu.Servicescape Elements,Customer Predispositions and Service Experience:The Case of Theme Park Visitors[J].Tourism Management,2013,(36):541-551.
[7]Holbrook M.B.Consumption Experience,Customer Value,and Subjective Personal Introspection:An Illustrative Photographic Essay[J].Journal of Business Research,2006,(59):714-725.
[8]胡塞尔.埃德蒙德.逻辑研究(第二卷第一部分)[M].倪梁康译.北京:商务印书馆,2015.
[9]Larsen,S.Aspects of A Psychology of the Tourist Experience[J].Scandinavian Journal of Hospitality and Tourism,2007,7,(1):7-18.
[10]Tung,W,and JRB.Ritchie.Exploring The Essence of Memorable Tourism Experiences[J].Annals of Tourism Research,2011,38,(4):1367-1386.
[11] Komppula,R.,and WC.Gartner.Hunting As a Travel Experience:An Auto-Ethnographic Study of Hunting Tourism in Finland and the USA[J].Tourism Management,2013,(35):168-180.
[12] Komppula,R., Riikka. I, and David. A. Social Holidays as A Tourist Experience In Finland[J].Tourism Management, 2016,(52) :521-532.
[13] Zhang,H-L.,Yang.Y,C-H.Zheng, and J.Zhan. Too Dark To Revisit? The Role of Past Experiences and Intrapersonal Constraints[J]. Tourism Management, 2016, (54): 452-464.
[14] Gieling,J.,and CE.Ong.Warfare Tourism Experiences and National Identity:The Case of Airborne Museum[J].Tourism Management,2016,(57):45-55.
[15] MacLeod, N., Jennifer. S. and Alastair.M.M. The Touring Reader: Understanding The Bibliophile's Experience of Literary Tourism[J]. Tourism Management, 2018, (67): 388-398.
[16]Mikuli,J.,D.Prebezac,M.Seric,and D Kresic.Campsite Choice and The Camping Tourism Experience:Investigating Decisive Campsite Attributes Using Relevance-Determinance Analysis[J].Tourism Management,2017,(59):226-233.
[17]Jiang,T,.R.Chris,and C Z.Zhang.The Spiritual or Secular Tourist? The Experience of Zen Meditation in Chinese Temples[J].Tourism Management,2018,(65):187-199.
[18]Eysenck,M.D.g.Gao trans.Cognitive Psychology[M].Shanghai:East China Normal University Press,2002.
[19]Lo D. The Theme Park Experience: Its Nature, Antecedents and Consequences [D]. Hongkong Polytechnic University,2007.
[20]赵刘,程琦,周武忠.现象学视角下旅游体验的本体描述与意向构造[M].北京:旅游学刊,2013,(10):97-106.
[21]Kim,J.Development of A Scale To Measure Memorable Tourism Experiences[J].European Journal of Tourism Research,2012,3,(1) :12-25.
[22]Holbrook,MB,and EC.Hirschman.The Experiential Aspects of Consumption:Customer Fantasy,Feelings and Fun[J].Journal of Consumer Research,1982,9,(2):132-140.
[23]Pine,B,and J.Gilmore.The Experience Economy[M].Boston:Harvard Business School Press,1998.
[24]Mathwick,C.,N.Malhotra,and E.Rigdon.Experiential Value:Conceptualization,Measurement and Application In The Catalog And Internet Shopping Environment[J].Journal of Retailing,2001,77,(1):39-56.
[25]Schmitt B.Experiential Marketing[M].New York:The Free Press,1999.
[26]海德格尔.马丁.存在与时间.[M].陈嘉映,王庆节译.北京:生活.读书.新知.三联书店,2010.
[27]Kolb D A. Experiential Learning:Experience As The Source Of Learning and Development[M].Englewood Cliffs,NJ:Prentice-Hall,1984.
[28]陈佑清.体验及其生成[J].武汉:教育研究与实验,2002,(2):11-16.
[29]张鹏程,卢家楣.体验的心理机制研究[J].上海:心理科学,2013,(6):1498-1503.
[30]马天,谢彦君.旅游体验的社会建构:一个系统论的分析[J].北京:旅游学刊,2015,(8):96-106.
[31]Chronis A.Moving Bodies and The Staging of the Tourist Experience[J].Annals of Tourism Research,2015,(55):124-140.
[32]Crouch,GI.,and J.Ritchie.Tourism,Competitiveness,and Societal Prosperity[J].Journal of Business Research,1999,44,(3):137-152.
[33]Kim J.The Antecedents of Memorable Tourism Experiences:The Development of A Scale To Measure The Destination Attributes Associated With Memorable Experiences[J].Tourism Management,2014,(44):34-45.
[34]Wu,H H-J.and R-D Liang.Effect of Experiential Value On Customer Satisfaction With Service Encounters In Luxury-hotel Restaurants International[J].International Journal of Hospitality Management,2009,28,(4):586-593.
[35]Gieling,J,and C E.Ong.Warfare Tourism Experiences And National Identity:The Case of Airborne Museum[J].Tourism Management,2016,(57):45-55.
[36]Kim,H.,E.Woo.and M.Uysal.Tourism Experience and Quality of Life Among Elderly Tourists[J].Tourism Management,2015,(46):465-476.
[37]黄洁.国家级风景名胜区的品牌资产研究——基于大学生短途旅游者视角[D].上海:复旦大学,2012.
[38]Veal A.Research Methods for Leisure Tourism:A Practical Guide[D].4th ed.Essex:Prentice Hall,Dissertation Workshop Notes & Handouts,2011.
[39]靳代平,王新新,姚鹏.品牌粉丝因何而狂热——基于内部人视角的扎根研究[J].北京:管理世界,2016,(9):103-119.
[40]许庆瑞,吴志岩,陈力田.转型经济中企业自主创新能力演化路径及驱动因素分析——海尔集团1984—2013年的纵向案例研究[J].北京:管理世界,2013,(4):121-134.
[41]Yuan,YH.,and C.Wu.Relationships Among Experiential Marketing,Experiential Value,And Customer Satisfaction[J].Journal of Hospitality & Tourism Research,2008,32,(3):387-410.
[42]Mason MC,and A Paggiaro.Investigating The Role of Festivalscape In Culinary Tourism:The Case of Food And Wine Events[J].Tourism Management,2012,33,(6):1329-1336.
[43]Bitner,MJ.Servicescapes:The Impact of Physical Surroundings on Customers and Employees[J].Journal of Marketing,1992,56,(2):57-71.
[44]Mattila,AS.,and J.Wirtz.Congruency of Scent And Music As a Driver Of In-Store Evaluations and Behavior[J].Journal of Retailing,2001,77,(2):273-289.
[45]Reimer,A.,and R Kuehn.The Impact of Servicescape on Quality Perception[J].European Journal of Marketing,2005,39,(7/8):785-808.
[46]Grove,SJ.,RP Fisk,and MJ Dorsch.Assessing The Theatrical Components of The Service Encounter:A Cluster Analysis Examination[J].Services Industry Journal,1998,18,(3):116-134.
[47]Mehrabian,A.,and JA Russell.An Approach to Environment Psychology[M].Colonial Press,Inc,1974.
(1)2018年3月国家发展改革委员会等五部门联合印发《关于规范主题公园建设发展的指导意见》,指出我国主题公园分为三大类:以大型游乐设施为主体的游乐园,大型微缩景观公园,各类影视城和动漫城。
(2)《2016年中国主题公园行业现状及存在的主要现象分析》,2016-12-28,来源:中国报告网。http://market.chinabaogao.com/gonggongfuwu/122R633552016.html。