摘要
红色旅游是弘扬以伟大建党精神为源头的中国共产党人精神谱系、激发国民民族与文化自信的重要手段。然而,现有研究多从红色旅游资源开发、红色旅游市场等供给侧切入,忽视了消费者隐藏在旅游过程中的多层次需要,更缺乏在疫情背景下的探讨,旅游需要理论的缺位制约着红色旅游的发展。研究从新消费者视角出发,搜集携程、马蜂窝平台163个红色经典旅游景区评论数据,通过三级编码过程提炼出“内外联动的体验及心理需要”这一核心范畴,构建红色旅游需要层次模型。研究发现:从层次结构上看,红色旅游需要层次由低到高包含“情感与文化需要、生活需要—体验需要—相互关系需要—成长发展需要”四个层次;从层次关系上看,红色旅游需要层次间的内部关系共分为刺激、推动、激发、回退四种关系;从疫情的动态影响看,疫情发生前后游客的生活需要、体验需要、成长发展需要发生了显著改变,且更关注旅行过程的安全、游玩过程的娱乐性及以自我为中心的心情放松与价值实现。
Red tourism is an important means to carry forward the spiritual pedigree of the Chinese Communists originating from the great founding spirit of the Party and to inspire the Chinese people's national and cultural confidences.However,the existing research mostly started from the supply side such as the development of red tourism resources and the red tourism market while ignoring the potential multi-stage needs of tourists during their travelling and lacking further research in the context of the COVID-19 pandemic.The absence of tourism needs analysis restricts the development of red tourism.Starting from the perspective of new type of consumers,the study collected comments on 163 classic red tourist attractions from Ctrip and Mafengwo platforms,extracting one core category of“internal-external interactive experiencing and psychological needs”through the three-level coding process of the Grounded Theory,namely,open coding,axial coding and selective coding.A hierarchy model of red tourism needs was thus constructed from the perspectives of hierarchical structure,hierarchical relationship and the dynamic impact of the COVID-19 pandemic.It is found that from the perspective of hierarchical structure,the red tourism needs from the bottom of the hierarchy upwards are emotional and cultural and living,experiencing,interrelationship,and growth;from the perspective of hierarchical relationship,the internal relationship between red tourism needs are stimulation,promotion,motivation,and retreat;from the perspective of the dynamic impact of the COVID-19 pandemic,the living needs,experiencing needs and growth needs of the tourists have changed significantly before and after the COVID-19 pandemic in that they are more concerned about the travelling safety,the touring entertainment,and the personal and private mood relaxation and value realization.
作者
洪万杰
罗盛锋
黄燕玲
杜茜
HONG Wanjie;LUO Shengfeng;HUANG Yanling;DU Xi(College of Tourism&Landscape Architecture,Guilin University of Technology,Guilin 541006,Guangxi,China)
出处
《昆明理工大学学报（社会科学版）》
2023年第6期95-104,共10页
Journal of Kunming University of Science and Technology(Social Sciences)
基金
国家社会科学基金项目“桂滇边境地区旅游促进兴边富民成效典型案例调查研究”(20BMZ126)
国家自然科学基金项目“西南民族旅游地‘主客’网络交互行为特征与影响机理研究”(72064007)
广西研究生教育创新计划项目“‘供’‘需’重构:基于新消费者理论的桂林市红色旅游高质量发展路径研究”(YCSW2023360)。
关键词
红色旅游
新冠肺炎疫情
需求层次理论
扎根理论
文本评论
red tourism
COVID-19 pandemic
hierarchy of needs theory
Grounded Theory
textual comments
