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

doi:10.18402/resci.2016.09.04

摘要/Abstract

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。

关键词: 黑色旅游, 行为意向, 旅游限制, 旅游动机, 聚类分析, 因子分析, 单因素方差分析, 南京大屠杀

Abstract:

Dark tourism sites,also known as difficult heritage,may arouse traumatic memories of a difficult past and result in varied psychology and behaviour of dark tourists. By focusing on the Memorial of the Victims of the Nanjing Massacre,China,which is one of the most iconic dark tourism sites worthy of academic attention,this study aims to segment dark tourists using the factors of intention to revisit and intention to recommend. The results yield three types of dark tourists：‘attitudinal loyal tourists’;‘tourists with low intention to recommend and revisit’; and ‘behavioural and attitudinal loyal tourists’. As dark tourism revolves around death,people might be affected heavily by assorted emotional and social-cultural factors. To identify the difference between these three kinds of dark tourists,a scale to measure dark tourism constraints and motivation has been developed. The exploratory factor analysis reveals that visitors to massacre sites might experience the following seven types of constraints：traumatic memory,emotions of fear and depression,taboos and cultural ideas,disinterest,interpersonal constraints,time/distance/information and competing attractions. The constraints revealed by this study may provide a foundation for research into the seven constraint dimensions that were revealed. Three main motives were also identified：obligation and education,social reasons,and curiosity and contemplating life and death. Among these three motivations,obligation and education emerged as the foremost motivations. The results demonstrate that dark tourists with higher motivation and lower constraints are more likely to revisit and recommend these sites. Given the importance of younger generations in the perpetuation of the memory of the traumatic past,the findings will help to broaden theory and provide suggestions for the management of massacre sites.

Key words: dark tourism, behavioural intention, constraints, motivation, cluster analysis, factor analysis, One-way ANOVA, Nanjing Massacre

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.

图/表 8

图1

表1

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）
因子和测量项	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 $α$ =0.78）			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 $α$ =0.84）			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 $α$ =0.76）			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 $α$ =0.73）			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 $α$ =0.45）			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 $α$ =0.73）			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 $α$ =0.79）			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 $α$ =0.87）				70.03

表2

表3

图2

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 $α$ =0.70）	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 $α$ =0.75）	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 $α$ =0.67）	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 $α$ =0.79）				65.01

表4

图3

表5

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	1175489.

分类变量	第一类（n=153）态度忠诚型	第二类（n=106）低重游低推荐型	第三类（n=201）态度和行为忠诚型	总均值（标准差）	单因子方差分析 F值
重游意愿	2.76	2.81	4.38	3.48 （0.991）	F=403.408**
推荐意愿	4.20	2.60	4.37	3.91 （0.887）	F=434.070**

	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

	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）
责任与教育	3.72	3.49	4.08	F=20.657**	1 & 3 2 & 3	0.000 0.000
社会因素	3.19	2.78	3.38	F=15.952**	1 & 2 2 & 3	0.001 0.000
好奇与思考生死	3.02	2.77	3.33	F=14.470**	1 & 3 2 & 3	0.005 0.000