民俗节庆原真性对游客体验的影响研究—以那达慕为例
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摘要
作为非物质文化遗产,民俗节庆传承民族文化、塑造地区形象、促进经济发展。然而,民俗节庆面临原真性和商业化的两难局面,并且原真性与游客体验和行为意向的关系也尚未明确。本研究以那达慕为例,构建民俗节庆原真性、游客体验和行为意向的关系模型,考察原真性对游客体验和行为意向的影响,探讨原真性和商业化的互动策略。研究表明:民俗节庆原真性包括客观原真性、建构原真性与存在原真性三类,它们都直接影响游客体验。仪式、风俗、生活用具、旅游纪念品是客观原真性的具体表现;服装、舞蹈、比赛等是建构原真性的表现;而参与性节目是存在原真性的表现。这三类原真性是提升游客体验的关键所在。
Folk festivals are important intangible cultural heritages, which could not only inherit ethnic culture and shape destination image, but also promote the economic development of folk festival destinations. However, there is a dilemma between the authenticity and commercialization of folk festivals, and what is more, the relationship among authenticity, tourism experience and behavioral intention is still not clear. This study, therefore, seeks to broaden knowledge of folk festival tourism by constructing a relational model of festival authenticity, tourist experience and behavioral intention and by using Naadam festival as the research case. The strategies of authenticity and commercialization of folk festivals were also discussed in the research. Research findings show that there are three types of authenticity in a folk festival like Naadam festival. These three types of authenticity could be named as objective authenticity, constructive authenticity, and existential authenticity, all of which have direct impact on tourist consumption experience. The study also shows that objective authenticity of folk festivals is expressed by ceremony, custom, daily appliance, and souvenir; constructive authenticity of a folk festival is expressed by costumes, dances, and contests, while existential authenticity is expressed by interactive games. To improve tourist experience of folk festivals, folk festival organization should concentrates on objective authenticity, constructive authenticity, and existential authenticity.
Folk festivals are important intangible cultural heritages, which could not only inherit ethnic culture and shape destination image, but also promote the economic development of folk festival destinations. However, there is a dilemma between the authenticity and commercialization of folk festivals, and what is more, the relationship among authenticity, tourism experience and behavioral intention is still not clear. This study, therefore, seeks to broaden knowledge of folk festival tourism by constructing a relational model of festival authenticity, tourist experience and behavioral intention and by using Naadam festival as the research case. The strategies of authenticity and commercialization of folk festivals were also discussed in the research. Research findings show that there are three types of authenticity in a folk festival like Naadam festival. These three types of authenticity could be named as objective authenticity, constructive authenticity, and existential authenticity, all of which have direct impact on tourist consumption experience. The study also shows that objective authenticity of folk festivals is expressed by ceremony, custom, daily appliance, and souvenir; constructive authenticity of a folk festival is expressed by costumes, dances, and contests, while existential authenticity is expressed by interactive games. To improve tourist experience of folk festivals, folk festival organization should concentrates on objective authenticity, constructive authenticity, and existential authenticity.
引文
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[20] Kim H, Jamal T. Touristic quest for existential authenticity[J]. Annals of Tourism Research, 2007, 34(1): 181-201.
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[23] 邢莉.蒙古族那达慕的人文精神[J]. 中央民族大学学报(哲学社会科学版), 2011, 38(3): 73-77.
[24] Buchmann A, Moore K, Fisher D. Experiencing film tourism: authenticity & fellowship[J]. Annals of Tourism Research, 2010, 37(1): 229-248.
[2] Wang N. Rethinking authenticity in tourism experience[J]. Annals of Tourism Research, 1999, 26(2): 349-370.
[3] 龙江智.旅游目的地行销:思路和策略[J].东北财经大学学报, 2005, 7(5):55-57.
[4] Axelsen M, Swan T. Designing festival experiences to influence visitor perceptions:the case of a wine and food festival[J].Journal of Travel Research,2010, 49(4): 436-450.
[5] 李春霞, 彭兆荣. 彝族"都则"(火把节)的仪式性与旅游开发[J]. 旅游学刊, 2009, 24(4): 79-84.
[6] Yi X, Fu X, Yu L, et al. Authenticity and loyalty at heritage sites: the moderation effect of postmodern authenticity[J]. Tourism Management, 2018, 67:411-424.
[7] 陈玉芝.蒙古族那达慕变迁浅析[J]. 黑龙江民族丛刊,2014,30(4): 127-130.
[8] 张曙光.文化生态视域下那达慕的传承与保护[J].内蒙古大学艺术学院学报,2010, 7(3): 40-45.
[9] Daniel Y P. Tourism dance performances authenticity and creativity[J].Annals of Tourism Research, 1996, 23(4):780-797.
[10] 田美蓉, 保继刚.游客对歌舞旅游产品原真性评判研究-以西双版纳傣族歌舞为例[J].桂林旅游高等专科学校学报,2005, 16(1): 12-19.
[11] Kim J H, Ritchie J B, McCormick B. Development of a scale to measure memorable tourism experiences[J]. Journal of Travel Research, 2010, 51(1): 12-23.
[12] Zeithaml V A, Berry L L, Parasuraman A. The behavioral consequences of service quality[J]. Journal of Marketing, 1996, 60(2): 31-46.
[13] Bruner E M. Abraham Lincoln as authentic reproduction: a critique of postmodernism[J]. American Anthropologist, 1994, 96(2): 397-415.
[14] Crang M. Magic kingdom or a quixotic quest for authenticity?[J].Annals of tourism research, 1996, 23(2): 415-431.
[15] Cary S H. The tourist moment[J]. Annals of Tourism Research, 2004, 31(1): 61-77.
[16] 黄向. 旅游体验心理结构研究-基于主观幸福感理论[J]. 暨南学报(哲学社会科学版) , 2014, 36(1): 104-111.
[17] Baker D A, Crompton J L. Quality, satisfaction and behavioral intentions[J]. Annals of tourism research, 2000,27(3): 785-804.
[18] 田野, 卢东, 吴亭.敬畏情绪与感知价值对游客满意度和忠诚的影响-以西藏旅游为例[J]. 华东经济管理, 2015, 29(10): 79-85.
[19] Waitt G. Consuming heritage. Perceived historical authenticity[J].Annals of Tourism Research, 2000, 27(4): 835-862.
[20] Kim H, Jamal T. Touristic quest for existential authenticity[J]. Annals of Tourism Research, 2007, 34(1): 181-201.
[21] Bolton R N, Kannan, P K, Bramlett M D. Implications of loyalty program membership and service experiences for customer retention and value[J]. Journal of the Academy of Marketing Science, 2000, 28(1): 95-108.
[22] Maccallum R C, Browne M W, Sugawara H M. Power analysis and determination of sample size for covariance structure modeling[J]. Psychological Methods,1996, 1(2): 130-149.
[23] 邢莉.蒙古族那达慕的人文精神[J]. 中央民族大学学报(哲学社会科学版), 2011, 38(3): 73-77.
[24] Buchmann A, Moore K, Fisher D. Experiencing film tourism: authenticity & fellowship[J]. Annals of Tourism Research, 2010, 37(1): 229-248.