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A Study on Inbound Tourists' Evaluations of Chinese Traditional Cultural Performances as Tourism Products—The Case of the Zen Music Shaolin Grand Ceremony

2009; Taylor & Francis; Volume: 5; Issue: 4 Linguagem: Inglês

10.1080/19388160903382566

1938-8160

Guanghui Qiao, Nan Chen, Seok‐Chool Kim,

Culinary Culture and Tourism

The purposes of this study are to identify inbound tourists' profiles, evaluation factors, and satisfaction levels and to assess important determinants and likelihood of inbound tourists of revisiting the Zen Music Shaolin Grand Ceremony. A random on‐site survey was administered to inbound tourists who came to Henan province and watched the Zen Music Shaolin Grand Ceremony from May 1 to June 15, 2007. A systematic sampling approach was used by Henan China Travel Agency to select 392 usable respondents. This study, based on the Zen Music Shaolin Grand Ceremony, analyzed the correlation between inbound tourists' evaluations of traditional cultural tourism products and overall satisfaction level, willingness to recommend, and likelihood of revisiting. Three evaluation factors (tradition, education, and charm) were extracted by factor analysis from inbound tourists. Evaluation factors according to demographic characteristics of gender, age, educational level, income, and nationality (though not occupation) had significant differences. Multiregression analysis also revealed that tradition factor, education factor, and charm factor show positive relationships with tourists' overall satisfaction and likelihood of revisiting. Education factor and charm factor had a positive relationship with willingness to recommend. At the end of this article, the study limitations and future research recommendations are discussed. 本文选取禅宗少林音乐大典为研究对象,对到达中国河南省郑州市观看音乐大典的外国游客进行了为期一个半月的问卷调查。文章研究了入境游客对传统文化旅游产品的评价与整体满意度、推荐意识、再观赏意识之间的关系。本文通过因子分析法萃取出入境游客对传统文化旅游产品的评价因子为三项(传统性、教育性、魅力性); 除职业变量之外,其他性别、年龄、学历、家庭收入、国籍等变量下,传统文化旅游产品的评价因子存在显著性的差异; 多重回归分析检证了传统性因子、教育性因子、魅力性因子与游客的整体满意度、再观赏意识之间有显著的正(+)相关关系; 教育性因子、魅力性因子与推荐意识之间有显著的正(+)相关关系。文章最后提出了传统文化旅游产品的开发建议及本研究的不足之处。