非遗旅游体验质量对旅游者景区品牌评价的影响——文化赋能旅游的研究探讨

摘要/Abstract

摘要： 非遗进景区现已成为非遗保护传承的有效途径,而文旅融合的协同关系同样强调文化赋能旅游的重要作用。从需求侧出发探索旅游者非遗体验质量对旅游景区品牌感知评价的影响作用机制,成为非遗旅游景区品牌建设发展过程中值得重视的问题。文章以广州市陈家祠及佛山市祖庙景区为案例地,基于565份旅游者有效问卷数据,探索旅游者非遗旅游体验质量对地方性感知与景区品牌评价的影响。结果表明：旅游者体验质量越高,越易对非遗景区品牌作出积极性评价;此外,地方性感知在非遗旅游体验质量与景区品牌评价的关系中起到部分中介作用,凸显出非遗景区地方特色的重要性;非遗展演方式在非遗旅游体验质量对地方性感知的影响中起正向调节作用,相较于静态展示方式,非遗动态展演方式下的旅游者体验质量对地方性感知的促进作用更强,揭示了非遗展演方式对景区品牌增值的重要性。在此基础上进一步提出增强旅游者具身体验质量、挖掘景区特色地方性文化、融入动静兼容的非遗展演方式等景区品牌建设发展的优化策略建议,为实现文化赋能旅游的实践工作提供启示。

关键词: 非遗景区, 景区品牌评价, 非遗旅游体验质量, 地方性感知, 非遗展演方式, 陈家祠景区, 祖庙景区

Abstract: Intangible cultural heritage into scenic spots has now become an effective way to protect and inherit intangible cultural heritage, and the synergistic relationship of cultural and tourism integration also emphasizes the important role of cultural enabling tourism. Starting from the demand side, exploring the mechanism of the influence of tourists' intangible cultural heritage experience on the brand perception and evaluation of scenic spots has become an important issue in the process of the brand construction and development of intangible cultural heritage scenic spots. This study took scenic spot of Chen Clan Academy in Guangzhou and scenic spot of Ancestral Temple in Foshan as the case, and based on 565 valid questionnaire data of tourists, explored the influence of tourists' intangible cultural heritage tourism experience quality on placeness perception and brand evaluation of scenic spots. The results show that the higher the tourists' experience quality is, the more easily they rate a positive evaluation of the brand of intangible cultural heritage scenic spots. In addition, placeness perception play a partial mediating role in the relationship between intangible cultural heritage tourism experience quality and brand evaluation of scenic spots, which highlights the importance of local characteristics of intangible cultural heritage scenic spots. Intangible cultural heritage performance methods plays a positive moderating role in the influence of intangible cultural heritage tourism experience quality on placeness perception. Compared with static display mode, dynamic intangible cultural heritage performance methods has a stronger promoting effect on tourists' intangible cultural heritage tourism experience quality on placeness perception, revealing the value-added role of intangible cultural heritage culture on scenic spot brand. On this basis, it further puts forward some suggestions on optimizing the brand construction and development of scenic spots, such as enhancing the quality of tourists' embodied experience, excavating the characteristic local culture of scenic spots, and integrating the dynamic and static combination intangible cultural heritage performance methods, so as to provide enlightenment for the practical work of cultural enabling tourism.

Key words: intangible cultural heritage scenic spots, brand evaluation of scenic spots, intangible cultural heritage tourism experience quality, placeness perception, intangible cultural heritage performance methods, scenic spot of Chen Clan Academy, scenic spot of Ancestral Temple

中图分类号:

G127

文彤, 王晨叶, 张玉林. 非遗旅游体验质量对旅游者景区品牌评价的影响——文化赋能旅游的研究探讨[J]. 旅游科学, 2024, 38(7): 22-36.

WEN Tong, WANG Chenye, ZHANG Yulin. The Influence of Intangible Cultural Heritage Tourism Experience Quality on Tourists' Brand Evaluation of Scenic Spots—Discussion on Culture-Enabled Tourism[J]. TOURISM SCIENCE, 2024, 38(7): 22-36.

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