旅游感知的研究内容及测评方法
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摘要
旅游感知及测评是旅游地理研究的重要议题。随着旅游地理学研究范畴的扩展,旅游感知的研究内容也在不断深化,测评方法也因之实现了定性与定量多种方法的综合应用。文章在综合分析国内外相关文献的基础上,系统梳理旅游感知的研究内容与测评方法,尤其对感知内容与测评方法的适用匹配关系进行分析,以期对未来相关研究提供思路和借鉴。主要结论包括:第一,基于内容属性和层次关系,识别了旅游感知的14个方面;第二,旅游感知测度方法来源于多个学科,当前定量研究方法的应用多于定性研究方法,但未来定性与定量方法的融合是重要趋势。第三,基于使用频度的适用性分析表明,综合考虑感知内容的科学方法选取,是实现感知测评研究科学化的重要保证。
This paper seeks to review the study of tourist perception, with particular emphasis on its measurements. Recent scholars have explored the content of tourist perception through the core,external and connotation factors. Other researchers also evaluate tourist perception through fourteen criteria, such as tourist destination image, culture, landscape, attractiveness, environment, facilities,management, branding, local cuisine, service, general, tourist, quality, emotions, and risks. It has been widely acknowledged that tourist destination perception, service perception and cultural perception are the key aspects of tourist perception, but the risk perception and emotional perception are rarely examined. The review in this paper calls for a further evaluation of tourist perception, with an emphasis on tourists' own emotional and sensory experience. This also requires destination managers paying more attention to tourists' perceptions, especially how and to what extent their perceptions affect the quality of tourist experience, tourist satisfaction, tourism product development and the sustainability of tourist destinations.There exists a critical call for further examination on the measurement of tourist perception. This is due to the complexity of tourist perception, which requires a multidisciplinary perspective from psychology, sociology, archology and geography. In existing published research, the qualitative and quantitative methods are still dominant. Many scholars have previously identified the great demand of qualitative methods, especially the Interpretative phenomenological analysis(IPA), Structural Equation Modelling(SEM), and Analytic hierarchy process(AHP) are increasingly employed, comparing to the quantitative methods. Critical focus is placed on the methodological development, as there is a lack of an integrated approach for measuring tourist perception. Instead, the authors attempt to review each measuring method, analyse their advantages, disadvantages and implications, and thereby contribute to a methodological practice of measuring tourist perception.This paper also explores a wider implication of the measurements. The authors highlight the effectiveness of multi-variate statistical methods in reducing invalid data, as well as how and to what extent IPA and SEM enhancing the validity and reliability of data. This paper responds to a critical call for further investigating the measurements of tourist perception, which contributes to the future research practically. The significance of measurements is emphasised on three elements, the factors of tourist perception, the aspects of tourist perception, and the tourism resources in tourist destinations.Particular attention is given to these three elements' integration, as well as the selection of measurement, which future researchers can better evaluate tourist perceptions in different contexts of tourist destinations.
This paper seeks to review the study of tourist perception, with particular emphasis on its measurements. Recent scholars have explored the content of tourist perception through the core,external and connotation factors. Other researchers also evaluate tourist perception through fourteen criteria, such as tourist destination image, culture, landscape, attractiveness, environment, facilities,management, branding, local cuisine, service, general, tourist, quality, emotions, and risks. It has been widely acknowledged that tourist destination perception, service perception and cultural perception are the key aspects of tourist perception, but the risk perception and emotional perception are rarely examined. The review in this paper calls for a further evaluation of tourist perception, with an emphasis on tourists' own emotional and sensory experience. This also requires destination managers paying more attention to tourists' perceptions, especially how and to what extent their perceptions affect the quality of tourist experience, tourist satisfaction, tourism product development and the sustainability of tourist destinations.There exists a critical call for further examination on the measurement of tourist perception. This is due to the complexity of tourist perception, which requires a multidisciplinary perspective from psychology, sociology, archology and geography. In existing published research, the qualitative and quantitative methods are still dominant. Many scholars have previously identified the great demand of qualitative methods, especially the Interpretative phenomenological analysis(IPA), Structural Equation Modelling(SEM), and Analytic hierarchy process(AHP) are increasingly employed, comparing to the quantitative methods. Critical focus is placed on the methodological development, as there is a lack of an integrated approach for measuring tourist perception. Instead, the authors attempt to review each measuring method, analyse their advantages, disadvantages and implications, and thereby contribute to a methodological practice of measuring tourist perception.This paper also explores a wider implication of the measurements. The authors highlight the effectiveness of multi-variate statistical methods in reducing invalid data, as well as how and to what extent IPA and SEM enhancing the validity and reliability of data. This paper responds to a critical call for further investigating the measurements of tourist perception, which contributes to the future research practically. The significance of measurements is emphasised on three elements, the factors of tourist perception, the aspects of tourist perception, and the tourism resources in tourist destinations.Particular attention is given to these three elements' integration, as well as the selection of measurement, which future researchers can better evaluate tourist perceptions in different contexts of tourist destinations.
引文
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