THE CONNOTATION AND MULTIDIMENSIONAL MEASUREMENT OF PERCEPTION OF TOURISM RITUAL BASED ON PERSPECTIVE OF “TOURISM AS RITUAL: A GENERAL THEORY OF TOURISM”
LUO Jing-jing1, LV Xing-yang1, JIAO Yan2, TANG Zi-yan3
1. School of Business Administration, Faculty of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China; 2. School of Tourism and Service Management, Nankai University, Tianjin 300350, China; 3. Interdisciplinary Center for Culture, Science and Technology, Sichuan University, Chengdu 610065, China
Abstract：It is difficult to measure tourists' perception of tourism ritual, which has been acknowledged as an important means of deeply spiritual experience. Scholars have not reached an agreement on the concept of perception of tourism ritual, not mention to full understanding of its attribute dimensions and valid measurements, which impedes the development of a theory system. Therefore, this paper has two objectives. One is to explore dimensions of perception of tourism ritual. The other is to develop a system of valid and scientific scale. Based on previous scholarship, this paper redefines perception of tourism ritual and then explore the multi-dimensions of its connotation, including the three-level coding of 31 in-depth interviews and 39 online travelogues, in order to develop a theory system. Finally, a scale of perceived tourism ritual is developed. The results show that perceived tourism ritual is cognitive, holistic and dual-hierarchical. It has six attribute dimensions, including symbolism, filed, formality, anti-structure, distinctiveness, and isolation. With 22 items, the tourism ritual scale has excellent reliability and validity. This research contributes to deeper understanding of perception of tourism ritual, and also to the modification the ambiguity and omission of its definition. The scale adopted in this paper can provide a technical example in the assessment of perceived tourism ritual and help with the development of the theory in this field.
骆晶晶, 吕兴洋, 焦彦, 唐孜彦. 旅游仪式理论视域下旅游仪式感的内涵及多维测度研究[J]. 人文地理, 2024, 39(2): 173-180.
LUO Jing-jing, LV Xing-yang, JIAO Yan, TANG Zi-yan. THE CONNOTATION AND MULTIDIMENSIONAL MEASUREMENT OF PERCEPTION OF TOURISM RITUAL BASED ON PERSPECTIVE OF “TOURISM AS RITUAL: A GENERAL THEORY OF TOURISM”. HUMAN GEOGRAPHY, 2024, 39(2): 173-180.
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