世界文化遗产旅游解说对游客文化感知的影响研究

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浙江财经学院硕士学位论文

摘要

休闲经济的不断发展以及旅游产业的蓬勃壮大，各类旅游景区数量也直线增

加。同时随着社会的进步和人民生活富裕，旅游者对旅游有了新的要求，传统的

游山玩水等观光式旅游模式已经不再吸引大量游客。游客教育水平和自身素养的

提高也使其对旅游地产生强烈的文化求知欲，渴望其具有丰富文化内涵的，以便

在游览的同时提高自身的文化修养。越来越多的游客认识到旅游中的文化感知，

也不断意识到缺乏文化认知的世界文化遗产旅游是空洞的、是无趣的、是毫无生

机的。旅游解说在游客体验、游客满意度、游客忠诚度方面都有积极的影响作用，

笔者认为其也将对游客文化感知产生影响。本研究在游客景区感知研究的基础

上，选取其中的一个影响因素即各种解说方式，并且把景区感知限定在文化感知

方面，以验证前者对后者的影响关系。

本研究在总结国内外遗产旅游、旅游解说等研究现状的基础上，阐述了世界

文化遗产、旅游解说、文化感知等相关概念，对支持研究的理论做具体说明，并

做好涉及领域的研究综述。本研究以世界文化遗产地为研究范围，选取了西湖文

化景观作为案例研究地，通过问卷调查了解游客对各个解说方式以及景区文化感

知情况。采用因子分析将题项中的 26 项聚类为七类解说因子；通过相关性分析、

回归分析得出各类解说方式与文化感知的影响关系；并运用 IPA 分析法对各类解

说方式的重要程度和实际表现程度进行比较，从宏观上对七类解说方式进行分

析，发现问题，提出相关对策。

研究结果显示，在七类解说因子中只有出版物解说、导游解说、陪同解说、

现场活动解说对游客文化感知起到影响作用，而且是正面影响。而游客人口统计

学特征和游客游览特征中也只有年龄、学历、职业、游览过西湖文化景观次数这

四项会对旅游解说与游客文化感知起到影响作用，其余几项的影响均不显著。IPA

分析结果显示解说牌解说落入象限一内，现场活动解说服务和展览展示解说服务

在象限二中，出版物解说和视频资料解说分布在第三象限，导游解说位于横坐标

左侧，说明各项解说方式都有一定的提升空间。研究中也把西湖文化景观中七个

文化史迹最佳解说方式进行排序。通过以上分析笔者提出了相关对策，以更好地

实现西湖文化景观的文化传播，提高游客文化感知。

游客对于西湖文化景观的总体评价较高，调查的 300 余人中仅个别人数表示

自己不会再来也不会介绍亲朋好友游览西湖文化景观。同时大多数游客都认为杭

浙江财经学院硕士学位论文

州西湖文化景观的内涵十分重要，是吸引游客游览的重要原因之一，但普遍认为

无法完全地领会西湖文化景观的文化内涵，无法将景区陈列的含有文化的表象景

点转化为自身的文化底蕴。

旅游景区游客感知影响因素研究和旅游景区优化解说体系研究都表明解说

方式是游客感知的影响因素之一，两者存在一定关系。本研究选取了这一切入点，

并把游客感知中的文化感知作为研究因变量，运用传播学相关理论。在旅游感知

和旅游解说方面都有一定程度的创新，也为推进旅游景区特别是世界文化遗产旅

游景区的文化感知研究尽了绵薄之力。同时本研究也存在一些不足之处，有待进

一步优化。

关键词：文化感知；旅游解说；世界文化遗产；杭州西湖文化景观

浙江财经学院硕士学位论文

III

ABSTRACT

With the leisure economy continuous developing and the tourism industry

expanded,all kinds of tourism scenic area number is linear increase. At the same

time,along with the progress of the society and people's life rich,tourists travel to a

new requirements,the traditional make a sightseeing tour and sightseeing type tourism

model is no longer attract a lot of visitors.The improvement of tourists' education

level makes it on the tourism which are strong cultural thirst for knowledge,eager to

rich cultural connotations,in order to improve their own culture when visiting. More

and more tourists realize the cultural perception,also unceasingly consciousness to the

lack of cultural cognition of the world cultural heritage tourism is empty,boring,and

lifeless.Tourism interpretation has positive influence in the tourist experience,tourist

satisfaction,tourist loyalty,the author thinks it will influence to visitors.This study

based on the study of tourist perception,selecting one of the influence factors that the

various interpretation way,and the cultural aspects of perception, in order to verify the

former on the latter's influence.

This study summarizes heritage tourism,tourism interpretation etc on the present

research,expounds the world cultural heritage,tourism interpretation,cultural

perception and other related concepts,do instructions to support the theory,and do

reviewed to the research in field. In this study the world cultural heritage is as the

research scope,the west lake culture landscape as a case study,through the

questionnaire survey to understand the culture situation perception of each

interpretation method and scenic area.With the factor analysis cluster seven factors.

Through correlation analysis,regression analysis all kinds of interpretation method

and the influence of the cultural perception. Using IPA analysis to explain important

degree and degree of actual performance comparison,to carry on the analysis,found

the problem,and puts forward the related countermeasure from the macroscopic on

seven kind of interpretation way.

The results showed that,in the seven kind of commentary factor only in guide

interpretation, companion interpretation, publishion interpretation and scene exercise

interpretation influence to cultural perception,and it is positive influence,the rest are

浙江财经学院硕士学位论文

no significant influence .And visitors demographic characteristics and tourists visit

characteristics also only age,education,occupation,visited the west lake culture

landscape times this four of tourism interpretation to visitors a cultural perception

effect,the rest several influence is not significant.IPA analysis results show that

interpretation brand interpretation fall into quadrant one,on-site interpretation service

activities and exhibition interpretation service in quadrant two,publications

commentary and video data interpretation distribution in the third quadrant,guide

interpretation is located in x axis left,explain the interpretation methods have certain

promotion space.The author puts forward some countermeasures through the above

analysis,in order to achieve the dissemination of west lake culture landscape,improve

tourist cultural perception.

Visitors to the west lake culture landscape evaluation is higher,survey of more

than 300 people only individual number said he will not come to also won't introduce

relatives and friends to visit the west lake culture landscape. At the same time most

visitors think that hang zhou west lake cultural landscape connotation is very

important,is to attract tourists visiting one of the important reasons,but is generally

believed that cannot fully understand the west lake culture landscape culture

connotation,can't attractions the containing cultural representation into their own

culture.

Scenic tourists influence and tourism scenic area optimization interpretation

system research showed that interpretation way is one of the tourists' perception of the

influence factors,there are some relationship between.This study selected the

breakthrough point,and put the cultural perception tourists as the dependent variable

with communication related theory.The study has a certain degree of innovation in

tourism perception and tourism interpretation,also make a contribution to the world

cultural heritage tourism scenic area culture perception. At the same time,this study

also exist some deficiencies,remains to be further optimized.

Keywords: Cultural perception; Tourism interpretation; The world cultural

heritage; Hangzhou west lake cultural landscape

浙江财经学院硕士学位论文

第1章导论.............................................................................错误！未定义书签。

1.1 研究背景.........................................................................................................1

1.2 研究目的及意义.............................................................................................3

1.3 研究方法及思路.............................................................................................4

第2章理论基础研究.................................................................................................7

2.1 相关概念界定.................................................................................................7

2.2 国内外文献综述...........................................................................................10

2.3 相关理论基础...............................................................................................19

第3章实证研究设计...............................................................................................23

3.1 研究方法.......................................................................................................23

3.2 研究案例介绍...............................................................................................25

3.3 问卷设计.......................................................................................................27

3.4 数据分析方法...............................................................................................29

3.5 模型及假设...................................................................................................31

第4章研究数据分析...............................................................................................33

4.1 调查取样.......................................................................................................33

4.2 游客基本属性描述.......................................................................................34

4.3 旅游解说对游客文化感知的差异分析.......................................................36

4.4 游客体验评价IPA分析.................................................................................51

4.5 不同景点游客文化感知解说方式分析.......................................................52

4.6 研究结论.......................................................................................................53

第5章对策建议及研究展望...................................................................................56

5.1 世界文化遗产旅游解说不足之处以及建议...............................................56

5.2 本研究不足及展望.......................................................................................62

参考文献.....................................................................................................................64

附录 1 西湖文化景观旅游调查问卷........................................................................69

附录 2 研究生期间发表论文情况............................................................................73

致谢.............................................................................................................................74

浙江财经学院硕士学位论文

表目录

表2-1 学者及协会对解说的解释表............................................................8

表3-1 旅游解说评估方法 .......................................................................23

表3-2 常用解说评估方法的精确度与成本比较.......................................24

表3-3 修改后文化感知影响因素 ............................................................27

表4-1 游客调查样本统计描述................................................................34

表4-2 巴特利特球形和KMO检验 ...........................................................36

表4-3 影响因素的得分均值、标准差及信度值.......................................37

表4-4 因子分析特征根植和累积方差 .....................................................38

表4-5 因子负荷矩阵 ..............................................................................39

表4-6 旅游解说方式与游客文化感知相关性分析 ...................................40

表4-7 解说因子与文化感知回归分析结果 ..............................................40

表4-8 性别特征独立样本检验................................................................41

表4-9 游客年龄与解说对文化感知影响方差检验 ...................................42

表4-10 多重比较结果综合 .....................................................................43

表4-11 客源地方差齐性检验 .................................................................43

表4-12 游客学历方差齐性检验.............................................................. 43

表4-13 多重比较结果综合 .....................................................................44

表4-14 游客职业方差齐性检验.............................................................. 44

表4-15 多重比较结果综合 .....................................................................45

表4-16 游客游览西湖次数方差齐性检验................................................45

表4-17 多重比较结果综合 .....................................................................46

表4-18 是否游览其他世界文化遗产景区独立样本检验 ..........................46

表4-19 游客对西湖了解程度与其他影响因子方差分析表....................... 47

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摘要：

浙江财经学院硕士学位论文I摘要休闲经济的不断发展以及旅游产业的蓬勃壮大，各类旅游景区数量也直线增加。同时随着社会的进步和人民生活富裕，旅游者对旅游有了新的要求，传统的游山玩水等观光式旅游模式已经不再吸引大量游客。游客教育水平和自身素养的提高也使其对旅游地产生强烈的文化求知欲，渴望其具有丰富文化内涵的，以便在游览的同时提高自身的文化修养。越来越多的游客认识到旅游中的文化感知，也不断意识到缺乏文化认知的世界文化遗产旅游是空洞的、是无趣的、是毫无生机的。旅游解说在游客体验、游客满意度、游客忠诚度方面都有积极的影响作用，笔者认为其也将对游客文化感知产生影响。本研究在游客景区感知研究的基础上，选取其中的...

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