资源科学 ›› 2016, Vol. 38 ›› Issue (9): 1663-1671.doi: 10.18402/resci.2016.09.04
郑春晖1,2(), 张捷1,2(
), 钱莉莉1,2, 张宏磊1,2, 年四锋1,2
收稿日期:
2016-03-20
修回日期:
2016-04-05
出版日期:
2016-09-25
发布日期:
2016-09-22
作者简介:
作者简介:郑春晖,女,广西桂林人,博士生,讲师,主要研究领域为遗产旅游、旅游地理与旅游规划。E-mail:
基金资助:
ZHENG Chunhui1,2(), ZHANG Jie1,2(
), QIAN Lili1,2, ZHANG Honglei1,2, NIAN Sifeng1,2
Received:
2016-03-20
Revised:
2016-04-05
Online:
2016-09-25
Published:
2016-09-22
摘要:
黑色旅游地承载着苦难的记忆,不同旅游者可能表现出截然不同的心理和行为。本文通过调查南京大屠杀遇难同胞纪念馆的参观者,试图以重游意愿和推荐意愿为变量对黑色旅游者进行细分,以有针对性地强化黑色旅游在记忆传承和增强国家认同方面的作用。聚类分析得到行为意愿迥异的三类黑色旅游者:态度忠诚型、低重游低推荐型、态度和行为忠诚型。为进一步识别三类黑色旅游者在旅游限制和动机上的差异,结合网络文本分析构建了黑色旅游限制和动机量表,因子分析提取出7个限制因子:“伤痛记忆”、“恐惧和压抑”、“禁忌和文化观”、“缺乏兴趣”、“人际限制”、“时间/距离/信息”和“竞争旅游地”;3个动机因子:“责任与教育”、“社会因素”和“好奇和思考生死”。方差分析显示:旅游动机越强,旅游限制越弱,参观者选择重游和推荐意愿越强,反之亦然。研究发现为黑色旅游目的地管理提供了参考。
郑春晖, 张捷, 钱莉莉, 张宏磊, 年四锋. 黑色旅游者行为意向差异研究——以侵华日军南京大屠杀遇难同胞纪念馆为例[J]. 资源科学, 2016, 38(9): 1663-1671.
ZHENG Chunhui,ZHANG Jie,QIAN Lili,ZHANG Honglei,NIAN Sifeng. Research on the differentiation of dark tourists’ behavioral intention: a case study of the Memorial of the Victims of the Nanjing Massacre[J]. Resources Science, 2016, 38(9): 1663-1671.
表2
大屠杀遗址型黑色旅游限制的因子分析结果"
因子和测量项 | EFA (n=460) | |||
---|---|---|---|---|
均值 | 因子负荷 | 特征根 | 解释的 方差比例 | |
个人限制 | ||||
伤痛记忆(EFA | 1.66 | 7.89 | ||
Cons1 这是一段屈辱的历史,不太想参观 | 2.49 | 0.81 | ||
Cons2 看过电影、史料等,太悲惨,不太想参观 | 2.81 | 0.75 | ||
Cons3 害怕参观时面对同胞遭受的苦难 | 3.17 | 0.65 | ||
恐惧和压抑(EFA | 6.00 | 28.55 | ||
Cons5对参观这样的地方有些恐惧 | 2.78 | 0.77 | ||
Cons6 害怕参观时看到恐怖的场景 | 2.73 | 0.83 | ||
Cons7 担心参观后情绪低落/留下心理阴影 | 2.96 | 0.75 | ||
Cons8 听说参观完很压抑 | 3.21 | 0.71 | ||
禁忌和文化观(EFA | 1.08 | 5.15 | ||
Cons9 死人地方阴气比较重 | 2.34 | 0.69 | ||
Cons10 对参观这样的地方有些忌讳 | 2.02 | 0.82 | ||
Cons11 死亡是不太愿意提及的话题 | 2.47 | 0.68 | ||
缺乏兴趣(EFA | 1.01 | 4.79 | ||
Cons13我对此类景点不太感兴趣 | 2.38 | 0.46 | ||
Cons14我比较倾向于去一些轻松愉快的地方 | 3.32 | 0.84 | ||
Cons15 我对自然类景区比较感兴趣 | 3.14 | 0.83 | ||
人际限制(EFA | 8.40 | 4.00 | ||
Cons17 没有人陪同参观 | 2.55 | 0.78 | ||
Cons18 亲戚朋友不推荐参观 | 1.85 | 0.71 | ||
结构限制 | ||||
时间/距离/信息(EFA | 1.14 | 5.44 | ||
Cons19来回参观比较浪费时间 | 2.15 | 0.83 | ||
Cons20 离得太远不方便 | 2.38 | 0.89 | ||
Cons21 没有足够的资料指导自己去参观 | 2.43 | 0.52 | ||
竞争旅游地(EFA | 2.99 | 14.22 | ||
Cons22 南京还有许多更好的景点 | 2.52 | 0.85 | ||
Cons23 南京还有好些标志性景点还没来得及去 | 2.41 | 0.80 | ||
Cons24 参观过其他类似景点,不想再参观 | 2.36 | 0.61 | ||
总体(EFA | 70.03 |
表3
不同类型黑色旅游者在旅游限制上的差异"
态度忠诚型 (n=153) | 低重游低推荐型 (n=106) | 态度和行为忠诚型 (n=201) | 单因子方差分析 | 组间差异 | Games Howell (p值) | |
---|---|---|---|---|---|---|
伤痛记忆 | 2.84 | 3.19 | 2.62 | F=10.131** | 1 & 2 2 & 3 | 0.027 0.000 |
恐惧和压抑 | 2.93 | 3.26 | 2.74 | F=8.666** | 1 & 2 2 & 3 | 0.043 0.000 |
禁忌和文化观 | 2.16 | 2.61 | 2.18 | F=8.406** | 1 & 2 2 & 3 | 0.002 0.001 |
缺乏兴趣 | 3.00 | 3.47 | 2.64 | F=26.137** | 1 & 2 2 & 3 1 & 3 | 0.000 0.000 0.002 |
人际限制 | 2.15 | 2.45 | 2.11 | F=4.765** | 1 & 2 2 & 3 | 0.048 0.011 |
时间/距离/信息 | 2.32 | 2.46 | 2.25 | F=1.670 | NS | NS |
竞争旅游地 | 2.39 | 2.89 | 2.21 | F=16.155** | 1 & 2 2 & 3 | 0.001 0.000 |
表4
大屠杀遗址型黑色旅游动机的因子分析结果"
EFA(n=460) | ||||
---|---|---|---|---|
因子和测量项 | 均值 | 因子负荷 | 特征根 | 解释的方差比例/% |
责任与教育 (EFA | 3.83 | 1.33 | 14.75 | |
Moti1 接受爱国主义教育 | 3.48 | 0.66 | ||
Moti2 觉得作为中国人有责任参观 | 3.99 | 0.82 | ||
Moti3为了牢记耻辱,延续民族记忆 | 4.02 | 0.80 | ||
社会因素(EFA | 3.18 | 3.42 | 38.00 | |
Moti6 朋友们相约一起去参观 | 3.22 | 0.77 | ||
Moti7 亲朋好友推荐去参观 | 2.97 | 0.76 | ||
Moti8 亲朋好友来南京,带他们去参观 | 3.36 | 0.81 | ||
好奇与思考生死(EFA | 3.10 | 1.10 | 12.26 | |
Moti9 对南京大屠杀遇难同胞纪念馆比较好奇 | 2.96 | 0.79 | ||
Moti10 参观是为了感受死亡、思考生死 | 3.36 | 0.65 | ||
Moti11 对参观大屠杀遗址感兴趣 | 2.98 | 0.78 | ||
Total (EFA | 65.01 |
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