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| RESEARCH ON NON-UTILITARIAN EXPERIENCE OF MOUNTAIN TOURISM: GROUNDED THEORY ANALYSIS ON ONLINE TRAVEL NOTES OF YULONG SNOW MOUNTAIN IN YUNNAN |
| SHI Peng-fei1, MING Qing-zhong1, HAN Jian-lei2, LUO Deng-shan1 |
1. Institute of Tourism and Cultural Industry, Yunnan University of Finance and Economy, Kunming 650221, China;
2. School of Tourism and Hospitality Management, Yunnan University of Finance and Economy, Kunming 650221, China |
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Abstract In the context of the trend of personalized, emotional and spiritual consumption of tourism, nonutilitarian demand shows great potential for development, which brings new opportunities for the development of mountain tourism with rich non-utilitarian characteristics. The article puts forward a new concept of non-utilitarian experience of mountain tourism, places tourists in the mountain tourism situation and applies grounded theory to encode the online travels information of the Yulong Snow Mountain step by step, The author abstracts 21 categories, 7 main categories and the core category of "internal experience of self-success", explores the connotation of non-utilitarian experience of mountain tourism, and studies its development process and implementation methods. The research shows that:The non-utilitarian experience of mountain tourism is caused by the spiritual guidance of the mountain tourism field to highlight the psychological tension of the tourists and then go to the mountain tourism destination. It is an internal experience process that deeply integrates into the mountainous situation in the change of emotions and feelings, which includes discovering yourself, showing yourself and achieving yourself.
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Received: 12 May 2020
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2021, Vol. 36 
