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旅游者体验价值感知研究对于掌握其体验与消费特征,提高旅游地竞争力具有重要的现实意义。本文以最大的旅游社交分享网站蚂蜂窝等为例,以旅游者撰写发表的1370篇游记为原始数据,基于质性研究的内容分析法,借助RCM 6内容挖掘软件,对新疆游客感知价值的维度进行判别并构建了相应模型。研究表明,在宏观层面上,游客体验价值感知属性层层递进,依次表征为“知觉性”、“情感性”、“社会性”与“精神性”4大维度;在微观层面上,游客体验价值感知由“旅游吸引物”、“旅游环境及服务”、“公共环境及服务”与“旅游者主观意向”4大项及17小项构成。文章构建了:(1)新疆旅游体验价值感知基础模型。(2)基于构成要素与感知属性的关联式模型。最后针对旅游者“薄弱点”提出合理化建议。另外可看出,网络文本的传播对潜在旅游者的消费决策产生了重要影响,旅游行政部门可借助相关网络资料等促成其积极的价值感知。
The study of tourists’ experience of value perception has important practical significance for grasping the characteristics of experience and consumption and improving the competitiveness of tourist attractions. In this paper, the largest travel social networking sites such as cellular ant as an example, the tourists wrote 1370 travels published as the original data, based on qualitative research content analysis method, with RCM 6 content mining software, the value of tourists in Xinjiang dimension To judge and build the corresponding model. The research shows that at the macro level, the value of the tourists experience the value of the perceived attribute layer by layer, followed by the characterization of the “perception”, “emotional”, “social” and “spiritual” 4 Dimension; at the micro level, the value perception of tourists’ experience is composed of 4 items of “tourist attraction”, “tourist environment and service”, “public environment and service” and “tourist subjective intention” 17 small composition. The article constructs: (1) Xinjiang tourism experience value perception base model. (2) a relational model based on components and perceived attributes. Finally for tourists “weak point ” made reasonable suggestions. In addition, it can be seen that the dissemination of online texts has had a significant impact on the consumption decisions of potential tourists, and tourism administrations can help them realize their positive value perception through the use of related online materials.