旅游演艺产品质量测量量表开发的实证研究

随着旅游业的快速发展,旅游演艺逐渐从旅游目的地的附属产品发展成为重要的旅游吸引物.依据服务营销理论,旅游演艺产品质量对旅游目的地形象以及游客的态度和行为产生显著的影响,因此,本文以旅游演艺为研究对象,从游客感知视角设计开发了旅游演艺产品质量测量量表.研究发现,旅游演艺产品质量包含7个维度,31个测量项目;实证研究结果也表明,旅游演艺产品质量测量量表具有较好的信度和效度,可以用来测量游客对旅游演艺产品质量的感知和评价.     

旅游形象研究中问卷调查和网络文本数据的对比——以西安旅游形象感知研究为例

旅游目的地形象测量的主要途径为问卷调查,随着互联网的普及,越来越多的研究者也开始通过在线评论等网络数据来研究旅游目的地形象,然而对于这两种数据之间的相互关系以及其应用于研究的可靠性还是鲜有涉及。本文以西安为例,通过问卷调查和网络评论两种途径获取游客对西安旅游形象的感知数据,并通过数据分析、内容挖掘软件和文本分析等方法,从旅游目的地形象感知因子、整体形象感知、代表性景点三方面对两组数据进行对比分析。研究发现：（1）在西安旅游形象感知的研究中,对调查问卷和网络文本获取的数据进行分析的结果呈现出相对一致性;（2）问卷中非结构化部分的内容和网络文本中提取的内容呈现出高度一致性;（3）与问卷调查数据相比,网络文本数据几乎不涉及游客对旅游＂社会形象＂的感知。     

青海旅游服务营销的市场定位研究

产品和服务在细分市场中的定位,决定着其竞争力的强弱,从一定意义上讲,关乎企业的生存、发展和壮大。对青海旅游服务营销的市场定位进行理性分析,并寻求新的营销策略,是青海旅游业在市场竞争中做大做强的唯一出路。     

影响旅游英语教学质量诸因素的思考与对策

本文着力分析了影响旅游英语教学质量的因素,提出提高旅游教学质量的构想.     

Touring as labour: mobilities and reconsideration of tour guiding in everyday life

Abstract

The research adopts the mobilities approach to examining the everyday experience of tour guides. Scholars tend to highlight guides as service providers and cultural brokers, whose activities and feelings seem to be subordinate to tourism consumption. In contrast, the research moves beyond the context of business and economy and seeks to resituate tour guiding in ordinary life. It draws on the ethnographic fieldwork in Sanya, a coastal city in south China, and adopts the methods of secondary data collection, interviews and participant observation for data generation. Specifically, the research scrutinises how tourism mobilities are embedded into the production of local guides’ daily practices, emotions and feelings. Tour guiding is characterised by movement/stillness, instability and contested meanings. On working days, guides travel with tourists between scenic sites, receiving unstable income. The mobile work greatly shapes their everyday rhythms, social networks, familial lives and identities. On jobless days, guides are likely to confine ordinary practices to residence and suffer from deep anxiety. Immobilities arouse their feelings of inability and worries about the future, thus lowering their expectations of career and personal development. The research problematises the idiosyncrasy of tour guiding and underscores its close relationship with the production of everyday practices and experience, thus giving a wider view on tourism work. In so doing, it also enriches our understanding of the complexity of tourism mobilities and contributes to the debate on the de-differentiation of tourism.     

A post COVID-19 future - tourism re-imagined and re-enabled

Abstract

The urgent demands of the present necessitate an interrogation – a re-exploration and a re-envisioning of the future of tourism – of what has to change (and remain constant). Despite the crippling effects of COVID-19, new forms of solidarity are emerging that challenge the prevailing competitiveness ethic. While a transactional economic revival has to remain a top priority, progress will advance, so long as tourism becomes more transformational and transcendent. Discoveries of new methodologies for achieving the Sustainable Development Goals and versions of a Green New Deal, for example, are generating interest, notably ‘mass flourishing’ introduced in ‘anti-fragile’ ways. Utilizing a ‘future-back’ paradigm that demands deep-dive assessments and articulation of purpose, the gaps between ‘what is’ and ‘what could or should be’ are bound to close. Such undertakings represent a ‘coming together’ of all stakeholders, a role that academicians are urged to embrace, especially through action research, curriculum change and creation of ‘daring classrooms’.     

How should tourism education values be transformed after 2020?

Abstract

Values and axiology are necessary components for successful and meaningful tourism education and research. They especially need to be revisited in considering the future of higher education in a COVID-19 world. If transformation means to bring about a substantial change in a positive direction, then the COVID-19 pandemic might be a blessing in disguise for tourism higher education, as a substantial change has been due for quite some time. The transformative powers that education offers are seen in the individual through the internal and external transformations of learners. Higher education holds the promise of transforming society, but it is widely criticized for being too enmeshed in neoliberal values, which weakens it ability to productively equip students with capacities to transform the society they are entering. Education, both generally and more specifically tied to tourism higher education, requires a stronger awareness of lived values and aspirational values to transform how education is carried out. These include, for example, an emphasis on wellbeing indicators over revenue and tourist arrival numbers. All humans act and plan for their futures according to their lived values, but such values are hardly ever overtly acknowledged in research or in daily parlance. The COVID-19 pandemic is stirring up a new search for these lived values in a context where past formulas are failing on a global scale.