旅游目的地活力认知过程及其影响因素——基于扎根理论的探索性研究

旅游目的地活力在开发规划与营销实践中已被广泛采纳，但其组成内核、形成机理却仍未可知。本文在对旅游目的地活力作为系统整体进行认识的基础上，从旅游者视角，以网络游记文本与深度访谈为资料来源，基于扎根理论的方法探索旅游目的地活力认知过程及影响因素。结果发现，通行衔接与吸引物构成了旅游目的地活力的基本组成要素，两者也是体验反馈的前驱要素，体验反馈是旅游目的地活力认知过程中的后效要素，社会性是传递基本组成要素到体验反馈的关键途径。此外，旅游目的地活力的认知过程还受到自然因素、人文因素、管理因素和发展水平因素的影响，且不同因素的影响效应各有不同。

PROCESS OF THE TOURISM DESTINATION VITALITY ELEMENTS:AN EXPLORATORY STUDY BASED ON GROUNDED THEORY

Tourism destination vitality has been widely adopted in the developing, planning and marketing practice, but its core and formation mechanism remain unknown. Based on the systematic knowledge of tourism destination vitality, the texts of tourist reviews and in-depth interviews were collected as data sources from the perspective of tourists. Grounded theory method was adopted to explore the cognitive process and influencing factors of the tourism destination vitality. The results show that the transportation and attraction constitute the basic elements of tourism destination vitality, as well as the precursor elements of experience feedback. Experience feedback is the aftereffect element in the formation path of tourism destination vitality, and sociality is the key way to transmit the basic elements to experience feedback. Transportation includes convenience and scientificity, attraction includes natural conditions, local culture, activities, festivals and upper facilities, experience feedback includes personal emotion, attitude and status, and sociality includes management measures and host-guest relationship. In addition, there are four main influencing factors in the cognitive process of tourism destination vitality:Nature, humanity, management and development level. Among them, nature and humanity are the internal factors of tourism destination vitality, as well as the starting factors of the cognitive process of tourism destination vitality. While management and development level are the external factors of tourism destination vitality. The effects of different factors varies.