基于游客视角的非物质文化遗产旅游开发影响机理研究----以传统手工艺苏绣为例

doi:10.11821/dlyj201603016

摘要/Abstract

摘要：

旅游产品开发是非物质文化遗产市场开拓的一种重要方式,但目前非遗旅游产品市场存在诸多问题.非遗传统手工艺旅游开发更是陷入了一种旅游购物单一开发模式的困境.以苏绣为例,基于结构方程模型的构建,从游客感知的视角实证研究影响非遗传统手工艺旅游产品开发的系统机理.研究发现:① 遗产吸引力感知,市场问题感知和展示内容偏好对旅游者的遗产保护态度有显著正向影响.② 展示内容偏好,展示方式偏好对旅游者的旅游产品开发态度有显著正向影响.③ 旅游者对遗产保护的态度越强烈,其支持旅游产品开发的态度越明显.④ 旅游者对旅游产品开发的支持度越高,其对参与遗产旅游的支付意愿越高.⑤ "对旅游产品开发态度"是"对遗产保护态度"和"对遗产旅游的支付意愿"两者之间的完全中介变量.

关键词: 非物质文化遗产, 传统手工艺, 旅游产品开发, 影响机理, 苏绣

Abstract:

Tourism product development is an important way in marketing of intangible cultural heritages (ICH). However, the existing problems such as extensive-oriented development, poor reflection of display, over-commercialization and chaotic shopping organization have imposed negative impacts on ICH tourism market. Therefore, systematic research is needed to solve the problems. This paper is trying to construct a Structural Equation Model (SEM) to analyze the relationship between the identified 7 variables such as perceptions of heritage attractiveness and influence; preferences for display means and content; attitudes towards heritage protection, tourism development and willingness to pay for heritage tourism, based on the case study of Suzhou Embroidery, which has collected 492 valid questionnaires from visitors. According to the exploratory factor analysis and SEM calculation by applying SPSS and Amos, the paper draws conclusions as follows: (1) Perceptions of heritage attractiveness and market influence as well as preference for display content pose a significant positive effect on tourists' attitude towards heritage protection. (2) Preferences for display content and display means have a significant positive effect on tourists' attitude towards tourism development. (3) The stronger attitude the tourists towards the heritage protection, the more supportive in favor of tourism development. (4) The more strongly the tourists support the tourism development, the higher willingness to pay for participation in heritage tourism activities. (5) "Attitude towards heritage protection" and "willingness to pay for heritage" can be bridged by "attitude toward tourism development" as a full mediator. Based on the implication of conclusions, the paper puts forward the following suggestions for the development of the ICH tourism market of traditional handicraft. Firstly, we start with the diversification of the display means and content, transforming the current "shopping only" model in traditional handicraft of ICH tourism into the rich experience-oriented tour with cheerful contents. The market development of ICH tourism should focus on the traditional fine handicrafts, on-site product process display with a thorough reflection of historical context and cultural taste by professional commentary, DIY experiences on making traditional handicrafts and interactive exchanges with masters. Secondly, to strengthen cultural dissemination is the important way to weaken the commercial atmosphere and improve the cultural atmosphere in the tourism development. Thirdly, to gradually integrate all the key segments into a chain-type development mode of traditional handicrafts includes cultural awareness and branding, on-site display, professional commentary, DIY production, interactive experiences and shopping PLUS.

Key words: intangible cultural heritages (ICH), traditional handicraft, tourism development, influence mechanism, Suzhou Embroidery

张希月, 陈田. 基于游客视角的非物质文化遗产旅游开发影响机理研究----以传统手工艺苏绣为例[J]. 地理研究, 2016, 35(3): 590-604.

Xiyue ZHANG, Tian CHEN. Influence mechanism of tourism development on intangible cultural heritages (ICH) based on the perception of tourists: A case study of traditional handicraft Suzhou Embroidery[J]. GEOGRAPHICAL RESEARCH, 2016, 35(3): 590-604.

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维度与项目	因子载荷	特征值	贡献率
遗产吸引力(ξ₁)		2.68	10.681
X₁苏绣商品的收藏价值	0.613
X₂苏绣商品的观赏价值	0.75
X₃感受苏绣文化	0.689
X₄精巧的手工技法	0.737
X₅苏绣知名度	0.644
市场问题感知(ξ₂)		1.436	8.495
X₆商业化气息过重	0.749
X₇缺乏游客可参与的活动	0.68
X₈商品价格太高	0.736
X₉无法辨别商品质量	0.736
展示内容偏好(ξ₃)		2.003	9.047
X₁₀对刺绣历史文化的展示	0.66
X₁₁对普通作品的展示	0.751
X₁₂对刺绣精品的展示	0.617
X₁₃对刺绣过程的展示	0.573
X₁₄对刺绣大师的介绍	0.668
展示方式偏好(ξ₄)		1.553	8.604
X₁₅刺绣过程现场展示	0.591
X₁₆专业人员讲解	0.592
X₁₇游客亲自体验刺绣	0.783
X₁₈与绣娘互动交流	0.761
对遗产保护的态度(ξ₅)		1.254	8.165
X₁₉我尊敬苏绣的手工刺绣人	0.81
X₂₀我尊重苏绣文化	0.845
X₂₁我认为保护苏绣是有价值的	0.694
对旅游开发的态度(ξ₆)		1.022	7.019
X₂₂我认为苏绣值得开发深度旅游	0.694
X₂₃我愿意了解更多苏绣知识	0.709
X₂₄我愿意参与苏绣相关的游客体验活动	0.733
对遗产旅游的支付意愿(ξ₇)		8.408	11.288
X₂₅我愿意为保护苏绣而支付更多费用	0.785
X₂₆我愿意为手工绣品而支付更多费用	0.775
X₂₇我愿意为获取苏绣知识而支付费用	0.833
X₂₈我愿意为尝试刺绣而支付费用	0.729
X₂₉我愿意为欣赏刺绣过程而支付费用	0.752

基本维度	遗产吸引力感知	市场问题感知	展示内容偏好	展示方式偏好	对遗产保护的态度	对旅游开发的态度	对遗产旅游的支付意愿
克朗巴哈值 (Cronbach's α)	0.768	0.729	0.777	0.773	0.864	0.747	0.834
组合信度(CR)	0.80	0.82	0.81	0.79	0.94	0.82	0.85
平均变异提取量AVE	0.45	0.46	0.46	0.48	0.57	0.56	0.63

拟合指数	绝对拟合指数					增值拟合指数						精简拟合指数
拟合指数	χ²/df		GFI		RMSEA	RMR	AGFI	NFI	CFI	IFI	NNFI	PNFI	PCFI
理想值	1~3	>0.9	<0.1	<0.05		>0.9	>0.9	>0.9	>0.9	>0.9		0~1	0~1
初始模型	2.623	0.884	0.055	0.034		0.861	0.859	0.907	0.908	0.897		0.770	0.813
修正模型	2.097	0.910	0.045	0.033		0.890	0.890	0.939	0.939	0.930		0.778	0.821