摘要
通过对黄埔军校旧址纪念馆游客的问卷调查,应用结构方程模型(Structural Equation Modeling,SEM)探讨了旅游解说对于游客形成国家认同的作用、机制与效果,检验3种主流解说效果评价模式的有效性和适用性。研究表明:解说效果与吸引物的类型及其保护和利用目的密切相关;游客解说有助于游客形成国家认同,可增进游客对历史的认知,增强其爱国意识和情感。文化遗产类吸引物的解说遵循着效果结构模式,其对游客的影响依循着知识获得―情感(态度)转变―行为调整的顺序渐进。同时,解说也会对游客的行为产生即时的直接影响。在文化遗产类吸引物的解说中,认知环节在很大程度上决定着解说的效果,解说手册和多媒体讲解系统对于帮助游客获得知识起着重要的作用。文化遗产旅游地除了配备相应的人员解说外,还应当重视非人员解说系统的建设和青少年游客的解说需求。
Based on the on-site questionnaire survey on tourists at the Whampoa Military Academy Memorial （WMAM）,this paper uses the Structural Equation Model （SEM） to assess the effectiveness and mechanism of interpretation in achieving national identity in red attractions. It checks the viability of three mainstream interpretation effectiveness assessment approaches promoted respectively by Lavidge＆amp;Stenier （1961）,Rokeach＆amp; Defleur （1976） and Wagar （1982） in red heritage sites. Data from over 302 tourists’ questionnaire were collected in March 2013. A comprehensive model based on the three approaches has been built and a Structural Equation Model is used for theory testing and development. Empirical results indicate that interpretation may contribute to the formation of national identity of visitors by greatly increasing their historical knowledge, evoking tourists’ patriotism and providing good emotional experience. But the effectiveness of interpretation varied in relation to the types of attractions and conservation goals the tourist sites want to achieve. The study shows that interpretive effectiveness in the WMAM supports Lavidge＆amp;Stenier’s effect-structure model, which claims that the influencing process of interpretation follows the sequence from knowledge gain, through emotion or attitude change, to behavior modification. The study also finds that interpretation may have an immediate direct impact on tourists’ behavior changes at the same time. In the information delivering process, knowledge restructuring plays an important role which decides to a large extent the effectiveness of interpretation. The interactive material such as manuals and multimedia systems played a vital role in the effectiveness of interpretive messages in the WMAM. Therefore, red heritage sites should pay more attention to the construction of non-personnel interpretation system and the needs of young tourists to fully exercise its educational functions.
出处
《热带地理》
北大核心
2014年第2期209-216,共8页
Tropical Geography
基金
国家自然科学基金(40963016)
关键词
解说效果
国家认同
文化遗产
结构方程模型(SEM)
黄埔军校旧址纪念馆
interpretive effectiveness
national identity
cultural heritage
Structural Equation Model （SEM）
theWhampoa Military Academy Memorial
