感知价值视角下体育节庆旅游体验研究———以潍坊国际风筝会为例A study on tourist experience of sports festival from the perspective of perceived value———An example from Weifang International Kite Festival汪子文,邓建伟,高嵩WANG Zi - wen,DENG Jian - wei,GAO Song摘要:运用文献研究、问卷调查、访谈和数理统计等研究方法,结合体育节庆旅游基本属性,构建游客体验体育节庆旅游的感知价值问卷,并根据量表以潍坊国际风筝会为例进行实证研究。数据统计显示:游客体验体育节庆旅游感知价值维度主要包含休闲娱乐价值、情感价值、情景价值、服务价值以及文化认知价值等五个因子。研究表明:体育节庆旅游作为节庆旅游和体育旅游的分支,除具有一般旅游节庆的感知价值维度以外,也体现出体育节庆主题旅游自身的特殊性。作为探索性研究,旨在通过案例实证探索体育节庆旅游体验的感知价值维度,为体育节庆旅游活动的成功策划和营销提供理论参考,丰富体育旅游市场营销和旅游消费心理学等基本理论。关键词:体育节庆;旅游体验;感知价值;潍坊国际风筝会中图分类号:G80 - 052 文献标识码:A 文章编号:1006 - 2076(2014)03 - 0022 - 06Abstract:By applying the method of literature,questionnaire,interview and mathematical bining with the sports festival tourism basic attribute,it made the“sports festival tourism experi-ence perceived value”questionnaire. According to this scale,it carried on the empirical research onWeifang International Kite Festival. Statistics show:the tourists experience sports festival tourismperceived value dimension mainly includes such five factors as entertainment value,emotional val-ue,scene value,service value and cultural cognitive value. Research shows that sports festivaltourism,as a branch of festival tourism and sports tourism,not only had perceived value dimension offestival tourism,but also reflected the particularity of the sports theme festival tourism. As an explor-atory research,it aims
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