Developing A Scale For Tourist Ritual Feeling

With the emergence of secular rituals such as festivals,celebrations and sports events,the phenomenon of tourism ritual feeling is prominent.Many in-depth experiences in life also present ritual features,and the travel experience is even considered a ritual experience.This study contains four parts which are interrelated:First,through combing of ritual-related literature,the seven characteristics of ritual(performance,formalization,participation,symbolic symbol,emotional release,shaping effect,continuous repetition)are summarized.Based on a qualitative analysis of 20 in-depth interview data,the dimension of ritual feeling was identified with the basis of confirming and refining the ritual characteristics.A scale with six dimensions and 34 indicators was developed.Second,questionnaire AT surveyed the tourism ritual feeling,questionnaire AS surveyed the Spring Festival ritual feeling.The reliability analysis and validity analysis of the scale found that the five dimensions are relatively stable(formal,embodiment,immersive,intergrade,arousal).The anti-structure dimension has obvious individual differences,which is not suitable as the basic scale dimension.Thus,a five-dimensional 14-items tourism ritual feeling scale is established.Third,through the questionnaire B,compare the five dimensions of the tourism ritual feeling and the Chinese New Year ritual feeling,and reconfirm the scale.Fourth,through the questionnaire C,to study the relationship between tourism ritual feeling and tourism experience,paying special attention to the five dimensions of tourism ritual feeling and the seven dimensions of the memory tourism experience scale.At the same time,analyzing the differences of tourism ritual feeling in different demographic variables and different personalities.Based on the tourist ritual feeling scale,this study has obtained the following research conclusions:Compared with the life ritual feeling,the tourism ritual feeling is more flexible in the tourism context,the form of the ritual itself is relatively weakening,and the emotional level of the ritual is more obviously;There are significant positive correlations between the five dimensions of tourism ritual feeling and the seven dimensions of tourism experience,which means,the stronger tourism ritual feeling,the better tourism experience.Besides,the"immersive" and "arousal" dimensions of tourism ritual feeling are preetty closely related to the tourism experience.The study combs the meaning and direction of the ritual concept in the field of tourism and clarifies the understanding of the ritual feeling in the context of tourism.It is separated the tourism ritual feeling from the background of anthropology and sociology,offering follow-up studies clearly define boundaries.The Tourism Ritual Feeling Scale provides a reference for describing the relevant characteristics of tourism rituals and provides a basis for the further development of research.It is an exploration of the development of tourism experience research tools,which will promote the sustainable,reproducible and refined research of tourism ritual feeling.