| With the establishment of the Ministry of Culture and Tourism,“Integration of culture and tourism” has become a hot phrase,triggering attention and discussion.The national policies attach great importance to the integration of culture and tourism,propose to dig the deep connotation of traditional culture and strengthen the display of traditional culture in tourist destinations.From the perspective of tourists’ demand,tourists’ demand in the new era has evolved from simple sightseeing to comprehensive aesthetic practice of seeking novelty,knowledge and culture.And for the vision of a better life,more cultural experience during the journey can make tourists relax physically and mentally,and feel the better quality of life.Moreover,the current tourism industry has entered the quality development stage,but the integration of tourism destination culture and tourism still has some problems,such as “too much emphasis on capitalization”,blindness of cultural display and so on.Facing the above three aspects of changes,there is still a lack of systematic theoretical discussion on tourists’ cultural experience in tourist destinations,which further affects the effectiveness of the display of cultural resources in tourist destinations and the quality of tourists’ cultural experience.Based on the above,a systematically analysis and empirically test for the influence mechanism of tourism cultural display on tourists’ aesthetic experience has theoretical and practical significance for the theoretical construction of tourists’ cultural experience,and the improvement of tourism destination’s cultural space quality and tourists’ cultural experience quality.Therefore,this research focuses on the tea cultural space in tourist destinations,and carries out theoretical analysis and empirical test on the following three issues.First,this research explores the structural dimensions of tourists’ perception of tea cultural space.Second,this research explores the structural dimensions of tourist’ aesthetic experience obtained in tea cultural space in tourist destination.Third,this research dissects the internal influence mechanism of tourist perception of tea culturla space on tourists’ aesthetic experience.Centered on the above three main research questions,this research is divided into three stages: theoretical research,empirical test and comprehensive research.The research methods and contents of each stage are as follows.First,in the theoretical research stage:(1)Based on literature review,this research summarizes and analyzes the connotation,structure,measurement and other basic knowledge of the core concepts involved in this research,such as Tourism destination culture and Culture display,Cultural space of tourism destination and Tea cultural space of tourism destination,Tourist experience and Tourist aesthetic experience.(2)This research adopts the grounded theory to analyze the first-hand interview data obtained through the interview,and explores the structure of tourists’ perception of tea cultural space,the structure of tourists’ aesthetic experience,and the internal influence mechanism of tourists’ perception of tea cultural space on tourists’ aesthetic experience.And then based on the theories of Space production,“Third space” and Soja’s discussion on “urban space aesthetic presentation”,this research further clarifies the structure of tourists’ perception of tea cultural space,the structure of tourists’ aesthetic experience,and the internal influence mechanism of tourists’ perception of tea cultural space on tourists’ aesthetic experience.Second,in the empirical test stage:(1)based on the third space theory,embodied cognition theory,sensory marketing theory and other basic theories as well as the relevant content in existing literature,the research puts forward relevant theoretical hypotheses focusing on the influence mechanism model of tourists’ perception of tea culture on tourists’ aesthetic experience constructed in the theoretical research stage.(2)Combined the qualitative analysis results of this research with the current relevant maturity scale,a questionnaire for this research was designed,and we conducted preliminary survey during September 21,2020 to October 8,2020,and finally obtained 273 valid questionnairs through network survey.Through the reliability and validity test results of the pre-survey data,the survey questionnaire was improved and the formal questionnaire was determined.(3)The formal survey was conducted during October 25,2020 to December 6,2020 through a combination of online and offline survey.A total of 591 valid questionnairs was obtained,and validation factor analysis,reliability and validity analysis,model test and hypothesis test analysis were performed by SPSS24.0 and AMOS24.0.Third,in the comprehensive analysis stage,this research summarizes the research conclusions,conducts a dialogue between the research conclusions with the existing literatures,puts forward the theoretical contribution and management inspiration,and then puts forward the shortcomings of this study and research prospects.The research conclusions are as follows:First,this research proposes three-dimensional structure of tourists’ perception of tea culture space,including tourists’ perception of tea cultural space design,tourists’ perception of tea cultural space’s environment and atmosphere,tourist perception of tea activities in cultural space.Among the above three dimensions,tourists’ perception of tea cultural space’s design focuses on the visual oriented material aspect of tea cultural space.Tourists’ perception of tea cultural space’s environment and atmosphere focuses on the tourists’ perception of background environment and cultural atmosphere of tea culture space in the aspects of vision,smell,hearing and taste.Tourists’ perception of activities in tea cultural space focuses on the tourists’ perception of social activities and performing arts activities in the tea culture space of the tourist destination.Second,this research proposes a four-dimensional structure of tourists’ aesthetic experience towards tea cultural space in tourist destinations,including sensory aesthetic experience,emotional aesthetic experience,tourists’ identity of tea cultural space(emotional aesthetic experience)and tourists’ self-realization(spiritual aesthetic experience).Third,this research constructs and empirically tests the influence mechanism model of tourists’ perception of tea cultural space of tourist destination of tourists aesthetic experience.The results of empirical analysis show that:(1)Tourists’ perception of tea cultural space’s design has a significant positive influence on tourists’ sensory aesthetics,emotional aesthetics,tea cultural space identity and self-realization respectively.Tourists’ perception of tea cultural space’s environment and atmosphere has a significant positive influence on tourists’ sensory aesthetic experience,emotional aesthetic experience,tea culture space identity and self-realization,respectively.Tourists’ perception of activities in tea cultural space has a significant positive influence on tourists’ sensory aesthetic experience,emotional aesthetic experience,tea cultural space identity and self-realization,respectively.(2)Tourists’ perception of tea cultural space’s design has a significant positive influence on tourists’ aesthetic understanding and aesthetic association respectively.Tourists’ perception of tea cultural space’s environment and atmosphere has a significant positive influence on tourists’ aesthetic understanding and aesthetic association respectively.Tourists’ perception of activities in tea cultural space has a significant positive influence on tourists’ aesthetic understanding and aesthetic association respectively.(3)Tourists’ aeathetic understanding has a significant mediating effect between tourists perception of tea cultural space’s design and tourists’ sensory aesthetic experience,emotional aesthetic experience,tea cultural space identity and tourists’ self-realization respectively.Tourists’ aeathetic association has a significant mediating effect between tourists perception of tea cultural space’s design and tourists’ sensory aesthetic experience,tea cultural space identity and tourists’ self-realization respectively.However,the mediating effect of aesthetic association between tourists’ perception of tea cultural space’s design of and tourists’ emotional aesthetic experience is not significant.(4)Tourists’ aeathetic understanding has a significant mediating effect between tourists perception of tea cultural space’s environment & atmosphere and tourists’ sensory aesthetic experience,emotional aesthetic experience,tea cultural space identity and tourists’ self-realization respectively.Tourists’ aeathetic association has a significant mediating effect between tourists perception of tea cultural space’s environment &atmosphere and tourists’ sensory aesthetic experience,tea cultural space identity and tourists’ self-realization respectively.However,the mediating effect of aesthetic association between tourists’ perception of tea cultural space’s environment &atmosphere and tourists’ emotional aesthetic experience is not significant.(5)Tourists’ aeathetic understanding has a significant mediating effect between tourists perception of activities in tea cultural space and tourists’ sensory aesthetic experience,emotional aesthetic experience,tea cultural space identity and tourists’ self-realization respectively.Tourists’ aeathetic association has a significant mediating effect between tourists perception of activities in tea cultural space and tourists’ sensory aesthetic experience,tea cultural space identity and tourists’ self-realization respectively.However,the mediating effect of aesthetic association between tourists’ perception of activities in tea cultural space and tourists’ emotional aesthetic experience is not significant.The research innovation and contribution are as follows:First,the three dimensions of tourists’ tea cultural space perception proposed in this research expands the cntents of tourists cultural space in tourism destination,what is specifically different from previous research is that in this study,the three dimensions of tourists’ perception of tea cultural space is explored by taking tourist destination as the research scale.Among the three dimensions of tourists’ perception of tea cultural space,tourists’ perception of activities in tea cultural space not only includes tourists’ perception of social activities in the tea culture space,but also includes tourists’ perception of performing activities in the tea culture space.Second,the four dimensions of tourists’ aesthetic experiene obtained in tea cultural space extends and deepens the connotation and structure of tourism aesthetic experience in cultural context,and is a rare and systematic analysis of aesthetic experience in the field of tourism research and cultural context.Third,based on the theory of “Third space”,the study reveals the internal influence mechanism of tourists’ perception of tea cultural space on tourists’ aesthetic experience,which deepens the formation mechanism of tourists’ aesthetic experience in cultural context,and improves the theoretical construction of tourists’ cultural experience in tourist destinations.Fourth,the research expands the research context of the “Third space” theory and deepens the systematic and empirical research of the “third space” theory in the field of tourism research.This study adopts qualitative and quantitative mixed research methods,and applies the “Third space” theory to explore the influence mechanism of tourists’ perception of tea cultural space on tourists’ aesthetic experience obtained in tea cultural space,which is a further systematic and comprehensive empirical study of the “third space” theory in the field of tourism research.Fifth,based on the discussion on “aesthetic presentation of urban space” of Soja’s Spatial Culture theory,this research analyzed and proposed the four dimensions of tourists’ aesthetic experience,which is a concrete and extended application of Soja’s discussion on “aesthetic presentation of urban space” in the field of tourism research under the cultural context. |
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