美国印第安纳州三大文化节庆受众调查研究
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摘要
在全球体验经济与文化产业蓬勃发展的大背景下,用于地方文化传承与发展的新型地方性文化节庆越来越多地成为地方传播文化与提高竞争力的主要手段之一。本文中的“文化节庆”,主要是指在远离大都市的中小型城市及其周边地区,以当地自然环境、传统民俗文化等资源为基础,而人为策划的融旅游、经贸、休闲、娱乐等活动为一体的兼具地方文化性与现代经济性的综合性新型节庆活动①。这种文化节庆,作为文化产业的一种常见形式,对于社会和谐起到稳定作用,对于文化传承起到延续作用,对于经济复苏更起到刺激作用。
本文是在环境心理学理论背景下,于2011-2012年间②对美国印第安纳州三大文化节庆受众心理体验所进行的探索性实证研究。创新点如下：
1)在过去对于商品或一般服务的体验研究中,对体验价值的评估或测量一般是沿着质量-满意感-忠诚度的线性思维,重点关注体验的认知价值,体现为满意感,而较少关注或难以量化其情感价值；而本文首先基于一个观念上的假设体验过程：在文化节庆语境下,节庆环境与受众心理环境(情绪)发生作用,综合产生了受众的认知价值(满意感)与情感价值(依恋感),最终形成忠诚度。
2)本文充分体现了文化产业作为一个新兴而交叉学科的综合性与跨专业性的研究视角。在环境心理学基础上,与管理学理论框架相结合,既考虑到物理环境对心理环境(情绪)所产生的作用关系,试图先通过社会心理学方法初步对体验价值进行定性分析,再结合管理学的方法来量化受众的体验价值。
3)通过文献调查法、模型法、实证研究法、访谈法以及定性定量方法,相对全面而完整地了解了受众体验过程、体验价值构成、影响体验价值的因素与作用关系以及体验价值的测量,试图为节庆组织者、营销机构在文化节庆中对体验价值的管理与创设提供理论依据与实践经验。
本文主要解决了几个问题：1)总结了美国印第安纳州三大文化节庆的人口统计特征、旅游特征以及不同类型文化节庆的定位特征等；2)通过定量分析来验证并修正了文化节庆体验模型,了解影响体验价值的重要因素；揭示了节庆环境可以通过情绪、节庆/地方依恋、节庆/地方满意感对节庆忠诚度产生正向而间接的影响,进而正向影响地方忠诚度；节庆环境与地方满意感是影响地方忠诚度的决定性因素；3)通过与受众、节庆组织者与地方营销机构的访谈和问卷调查,来对受众体验价值进行归纳分类,完成对体验过程与体验价值构成进行分析；为节庆组织者、地方营销机构等制定出体验测量量表：就如何创设良好的节庆体验提出实践性建议。
本文研究框架如下：
第一章绪论。首先阐述了研究背景与意义,指出在本文所处的文化产业与体验经济的大背景下,将结合了地方文化性与经济性的文化节庆作为研究切入点的必然趋势与重要意义,提出良好的受众体验是检验文化节庆成功与否的重要标准之一。因此确定本文从受众心理作为研究切入点,试图验证一个能兼顾认知与情感价值的体验模型,为体验价值提出一个相对完整的测量方法,从而更全面、更科学地理解并测量文化节庆体验；绪论中还对文献调查、实证研究、问卷调查、定性定量等研究方法及目的进行了概括；最后概括了研究的框架与创新。
第二章文献综述。首先对“文化节庆”与“文化产业”、“节庆体验”与“体验价值”等概念与关系范畴做了解释与界定；运用文献调查法(ProQuest、 EBSCO、Wiley Online Library等外文检索系统以及中国知网、万方学术资源等中文检索系统),对国内外体验研究、文化产业中体验研究以及节庆体验等相关理论与实践经验进行了梳理。
第三章假设体验模型构建与方法。首先对研究所依据的梅尔贝因-拉塞尔模型(Mehrabian-Russell, M-R model)(环境刺激-情绪状态-接近行为)环境心理学理论的形成进行了线索梳理与具体阐述；拟合出文化节庆语境下受众的假设体验模型；最后对美国印第安纳州三大文化节庆以及研究设计方法与过程进行概述,通过实地访谈以及后续问卷调查的综合调查方法,用结构方程模型方法进行分析。
第四章文化节庆体验模型的验证分析。首先,对三大文化节庆的人口统计与旅游特征进行总结与分析；通过LISREL8.7和SPSS软件进行结构方程模型的建构,来验证文化节庆体验模型的适用性与科学性,进行信度效度检测,并分析模型中影响节庆体验的各因素及其之间的作用关系。
第五章文化节庆受众体验分析与建议。首先,通过对三大文化节庆共12位游客、3位节庆组织者和3位地方营销机构人员进行深入访谈,从不同角度来分析受众的体验价值(包括认知与情感价值)；其次,讨论影响受众体验的因素,并为文化节庆组织者以及传播营销机构提供一个有效而科学的体验测量量表；最后就如何为文化节庆受众提供良好的体验提出了一些建议,比如文化节庆的定位、体验价值的参与程度对受众进行分类、节庆的体验营销手段、地方的资源整合等。
第六章结论与讨论。对研究的结果进行总结,指出文化节庆体验模型的理论与实践意义；对我国文化节庆的启示提出概括性建议；最后分析了研究的局限性并提出对未来研究的建议。
In the rapid development of the global cultural industry and leisure experience economy, as a mean of destination marketing for towns which are far from big cities or urban areas, community festivals and events become more and more popular to communicate the local culture with festival visitors. A local cultural festival, as a common type of cultural tourism, creates a kind of culture-themed festival atmospherics for tourists'leisure experience, with some core cultural elements and entertainment activities, nice environmental layout and design as well as festival service and social interaction. To some extent, for small communities, local cultural festivals play a role of stimulating economy recovery, continuing local culture and stabilizing society, by a form of cultural tourism to attract lots of local and non-local visitors. For festival organizers and destination marketing organizations, identification with and retention of loyal visitors who are psychologically committed to the festival are a practical means for ensuring a consistent number of visitors to that festival and its hosting community.
Therefore, based on a principle that a local destination can communicate its culture with visitors through the leisure experience during a cultural festival, this present study examined how festival visitors' develop loyalty to festivals and hosting communities through the affective and psychological processes within the Mehrabian-Russell (M-R) model. Through an onsite and follow-up mixed-mode survey, data were collected during2011-2012from totally755visitors to three cultural festivals in Indiana, U.S. Data analysis was performed using structural question modeling (SEM) for233visitors who are available in the follow-up survey. The study findings provided empirical evidence in support of the M-R model within cultural festival contexts, and revealed that festival atmospherics had a positive indirect effect on festival loyalty via positive emotions, festival commitment, and festival satisfaction, which in turn positively influenced place loyalty. The framework and process for this study is as follows:
Chapter I (Introduction) explained the background, key issues, importance and purpose of the research. The innovation points are also put forward:a. the paper innovatively defined the environment stimulus as festival atmospherics which can lead to positive emotions; b. the paper considered the total festival atmospherics as a cultural experience product for destination branding. The supply-demand relationship is carried out by "space leasing" to experience the local culture through festival atomosphics; c. the paper fully demonstrated the cross-discipline perspective for the rising cultural festival industry, creatively combining psychological theories including the traditional behavior psychology, environmental psychology and space aesthetics with marketing theories including satisfaction and loyalty; d. the paper aimed to deal with the relationship between festival experience and destination branding through a quantitative analysis which is varely used in the domestic destination branding research, trying to provide some theoretical and practical implications for the demoestic cultural festival industry.
Chapter II (Theoretical Framework and Hypothesized Model) presented the theoretical literature related to the Mehrabian-Russell Model and recent studies about cultural tourism, festival/tourist experience in the background of global cultural industry, with a series of academic database such as ProQuest, EBSCO as well as CNKI and Wanfang Data. Then we adaped Mehrabian-Russell (M-R) model within the context of local cultural festivals, to construct the emotional experience model, trying to figure out the effect factors of loyalty towards the festival and the hosting community.
Chapter III (Research Design and Methods) elaborated the research design with on-site survey and follow-up survey to collect visitors'questionnaire data.
Chapter IV (Validation of the Cultural Festival Experience Model) quantitatively showed the specific data results about visitors' characteristics, confirmatory analysis and tested the construct validity and structural model to figure out the direct and indirect effects between factors.
Chapter V (Analysis of Visitors'Experience and Suggestions) analyzed the visitors' characteristics, emotional effects, and motivational factors to put forward some experience-creating suggestions for domestic festival organizers and destination branding organizations.
Chapter VI (Conclusion and discussion) concluded a series of theoretical and practical implications of destination branding through creating festival experience. At the same time, some implications for cultural festivals at home, research limitations and future suggestions are given correspontively.
本文是在环境心理学理论背景下,于2011-2012年间②对美国印第安纳州三大文化节庆受众心理体验所进行的探索性实证研究。创新点如下：
1)在过去对于商品或一般服务的体验研究中,对体验价值的评估或测量一般是沿着质量-满意感-忠诚度的线性思维,重点关注体验的认知价值,体现为满意感,而较少关注或难以量化其情感价值；而本文首先基于一个观念上的假设体验过程：在文化节庆语境下,节庆环境与受众心理环境(情绪)发生作用,综合产生了受众的认知价值(满意感)与情感价值(依恋感),最终形成忠诚度。
2)本文充分体现了文化产业作为一个新兴而交叉学科的综合性与跨专业性的研究视角。在环境心理学基础上,与管理学理论框架相结合,既考虑到物理环境对心理环境(情绪)所产生的作用关系,试图先通过社会心理学方法初步对体验价值进行定性分析,再结合管理学的方法来量化受众的体验价值。
3)通过文献调查法、模型法、实证研究法、访谈法以及定性定量方法,相对全面而完整地了解了受众体验过程、体验价值构成、影响体验价值的因素与作用关系以及体验价值的测量,试图为节庆组织者、营销机构在文化节庆中对体验价值的管理与创设提供理论依据与实践经验。
本文主要解决了几个问题：1)总结了美国印第安纳州三大文化节庆的人口统计特征、旅游特征以及不同类型文化节庆的定位特征等；2)通过定量分析来验证并修正了文化节庆体验模型,了解影响体验价值的重要因素；揭示了节庆环境可以通过情绪、节庆/地方依恋、节庆/地方满意感对节庆忠诚度产生正向而间接的影响,进而正向影响地方忠诚度；节庆环境与地方满意感是影响地方忠诚度的决定性因素；3)通过与受众、节庆组织者与地方营销机构的访谈和问卷调查,来对受众体验价值进行归纳分类,完成对体验过程与体验价值构成进行分析；为节庆组织者、地方营销机构等制定出体验测量量表：就如何创设良好的节庆体验提出实践性建议。
本文研究框架如下：
第一章绪论。首先阐述了研究背景与意义,指出在本文所处的文化产业与体验经济的大背景下,将结合了地方文化性与经济性的文化节庆作为研究切入点的必然趋势与重要意义,提出良好的受众体验是检验文化节庆成功与否的重要标准之一。因此确定本文从受众心理作为研究切入点,试图验证一个能兼顾认知与情感价值的体验模型,为体验价值提出一个相对完整的测量方法,从而更全面、更科学地理解并测量文化节庆体验；绪论中还对文献调查、实证研究、问卷调查、定性定量等研究方法及目的进行了概括；最后概括了研究的框架与创新。
第二章文献综述。首先对“文化节庆”与“文化产业”、“节庆体验”与“体验价值”等概念与关系范畴做了解释与界定；运用文献调查法(ProQuest、 EBSCO、Wiley Online Library等外文检索系统以及中国知网、万方学术资源等中文检索系统),对国内外体验研究、文化产业中体验研究以及节庆体验等相关理论与实践经验进行了梳理。
第三章假设体验模型构建与方法。首先对研究所依据的梅尔贝因-拉塞尔模型(Mehrabian-Russell, M-R model)(环境刺激-情绪状态-接近行为)环境心理学理论的形成进行了线索梳理与具体阐述；拟合出文化节庆语境下受众的假设体验模型；最后对美国印第安纳州三大文化节庆以及研究设计方法与过程进行概述,通过实地访谈以及后续问卷调查的综合调查方法,用结构方程模型方法进行分析。
第四章文化节庆体验模型的验证分析。首先,对三大文化节庆的人口统计与旅游特征进行总结与分析；通过LISREL8.7和SPSS软件进行结构方程模型的建构,来验证文化节庆体验模型的适用性与科学性,进行信度效度检测,并分析模型中影响节庆体验的各因素及其之间的作用关系。
第五章文化节庆受众体验分析与建议。首先,通过对三大文化节庆共12位游客、3位节庆组织者和3位地方营销机构人员进行深入访谈,从不同角度来分析受众的体验价值(包括认知与情感价值)；其次,讨论影响受众体验的因素,并为文化节庆组织者以及传播营销机构提供一个有效而科学的体验测量量表；最后就如何为文化节庆受众提供良好的体验提出了一些建议,比如文化节庆的定位、体验价值的参与程度对受众进行分类、节庆的体验营销手段、地方的资源整合等。
第六章结论与讨论。对研究的结果进行总结,指出文化节庆体验模型的理论与实践意义；对我国文化节庆的启示提出概括性建议；最后分析了研究的局限性并提出对未来研究的建议。
In the rapid development of the global cultural industry and leisure experience economy, as a mean of destination marketing for towns which are far from big cities or urban areas, community festivals and events become more and more popular to communicate the local culture with festival visitors. A local cultural festival, as a common type of cultural tourism, creates a kind of culture-themed festival atmospherics for tourists'leisure experience, with some core cultural elements and entertainment activities, nice environmental layout and design as well as festival service and social interaction. To some extent, for small communities, local cultural festivals play a role of stimulating economy recovery, continuing local culture and stabilizing society, by a form of cultural tourism to attract lots of local and non-local visitors. For festival organizers and destination marketing organizations, identification with and retention of loyal visitors who are psychologically committed to the festival are a practical means for ensuring a consistent number of visitors to that festival and its hosting community.
Therefore, based on a principle that a local destination can communicate its culture with visitors through the leisure experience during a cultural festival, this present study examined how festival visitors' develop loyalty to festivals and hosting communities through the affective and psychological processes within the Mehrabian-Russell (M-R) model. Through an onsite and follow-up mixed-mode survey, data were collected during2011-2012from totally755visitors to three cultural festivals in Indiana, U.S. Data analysis was performed using structural question modeling (SEM) for233visitors who are available in the follow-up survey. The study findings provided empirical evidence in support of the M-R model within cultural festival contexts, and revealed that festival atmospherics had a positive indirect effect on festival loyalty via positive emotions, festival commitment, and festival satisfaction, which in turn positively influenced place loyalty. The framework and process for this study is as follows:
Chapter I (Introduction) explained the background, key issues, importance and purpose of the research. The innovation points are also put forward:a. the paper innovatively defined the environment stimulus as festival atmospherics which can lead to positive emotions; b. the paper considered the total festival atmospherics as a cultural experience product for destination branding. The supply-demand relationship is carried out by "space leasing" to experience the local culture through festival atomosphics; c. the paper fully demonstrated the cross-discipline perspective for the rising cultural festival industry, creatively combining psychological theories including the traditional behavior psychology, environmental psychology and space aesthetics with marketing theories including satisfaction and loyalty; d. the paper aimed to deal with the relationship between festival experience and destination branding through a quantitative analysis which is varely used in the domestic destination branding research, trying to provide some theoretical and practical implications for the demoestic cultural festival industry.
Chapter II (Theoretical Framework and Hypothesized Model) presented the theoretical literature related to the Mehrabian-Russell Model and recent studies about cultural tourism, festival/tourist experience in the background of global cultural industry, with a series of academic database such as ProQuest, EBSCO as well as CNKI and Wanfang Data. Then we adaped Mehrabian-Russell (M-R) model within the context of local cultural festivals, to construct the emotional experience model, trying to figure out the effect factors of loyalty towards the festival and the hosting community.
Chapter III (Research Design and Methods) elaborated the research design with on-site survey and follow-up survey to collect visitors'questionnaire data.
Chapter IV (Validation of the Cultural Festival Experience Model) quantitatively showed the specific data results about visitors' characteristics, confirmatory analysis and tested the construct validity and structural model to figure out the direct and indirect effects between factors.
Chapter V (Analysis of Visitors'Experience and Suggestions) analyzed the visitors' characteristics, emotional effects, and motivational factors to put forward some experience-creating suggestions for domestic festival organizers and destination branding organizations.
Chapter VI (Conclusion and discussion) concluded a series of theoretical and practical implications of destination branding through creating festival experience. At the same time, some implications for cultural festivals at home, research limitations and future suggestions are given correspontively.
引文
① 朱炳祥.社会人类学(第二版)[M].武汉：武汉大学出版社,2009：225
① 参阅”：Cela, A., Knowles-Lankford, J.,& Lankford, S.. Local food festivals in Northeast Iowa communities:A visitor and economic impact study [J]. Managing Leisure,2007(12):171.
② 参阅：柯华林、戚淑慧、管志成.西方节庆产业发展对我国的启示[J].城市文化产业研究,2009(03)：79
① 以下文献都提出这样的观点：“质量-满意-忠诚度模型不能只考虑认知,而也要考虑情感形成的因素”。Dick, A. S.,& Basu, K... Customer loyalty:Toward an integrated conceptual framework [J]. Journal of the Academy of Marketing Science,1994,22(2):99. Chebat, J., The interplay of cognitions and emotions in building services customer retention [A]. In A. G. Woodside,& E. Moore (Eds.). Essays by Distinguished Marketing Scholars of the Society for Marketing Advances [C]. Greenwich, CT:JAI Press.2002, pp.17-56.
① 这里取百度百科“文化”定义三层次说：http://baike.baidu.com/view/3537.htm
② 参阅“节庆作为创新性目的地”：Prentice, R.& V. Anderson. Festival as Creative Destination [J]. Annals of Tourism Reseach,2003 (J):7-30
① 参阅“消费者情绪类型与满意感的维度”：Westbrook, R. A.,& Oliver, R. L.. The dimensionality of consumption emotion patterns and consumer satisfaction [J]. Journal of Consumer Research,1991,18(1):85.
② 在以下关于“归因于物理环境的情感质量描述”文献中也有所提及：Russell, J. A.,& Pratt, G.. A description of the affective quality attributed to environments [J]. Journal of Personality and Social Psychology,1980,38(2):311-322.
③ 对于都市居民的社区满意感与社区依恋度的区别研究：Ringel, N.,& Finkelstein, J.. Differentiating neighborhood satisfaction and neighborhood attachment among urban residents [J]. Basic and Applied Social Psychology,1991,12(2):177-193.
对旅游观光客的动机与满意感研究：Ross, E. L. D.,& Iso-Ahola, S. E. Sightseeing tourists'motivation and satisfaction [J]. Annals of Tourism Research,1991,18(2):226-237.
④ 受众在主题公园的体验中愉悦和警觉情绪与满意感关系：Bigne, J. E., Andreu, L.,& Gnoth, J.. The theme park experience:An analysis of pleasure, arousal and satisfaction [J]. Tourism Management,2005,26(6):833-844.
① 国内也有文献译为“地方依恋”等。但本文为了避免混淆,采用“场所依恋”的译法。在“场所依恋”的理论框架下,本文进行对节庆依恋与地方依恋这两个概念进行理解与测量。
② 1970年代自来,以段义孚为代表的人本主义地理学者重新将“地方,,引入人文地理学研究,地方感(sense of place)就成为人文地理研究的一个主要且重要概念,西方学术界对地方感的概念、理论以及实证研究体系已相对完善,但还有一些概念分歧存在。与地方感相关的概念还有地方依恋(place attachment)、地方认同(place identity)以及地方依赖(place dependence)等。目前国内部分研究者也开始注意地方感的研究价值,但还处于起步阶段,缺乏完整的逻辑体系与概念定论。以下是相关文献,如：Tuan Y F. Topophilia:A study of environmental percep—tion[M]. Enghwood Cliffs, NJ:Prentice—Hall.1974. Heidegger M. Being and time[M]. Translated by Macquaquarrie& Robinsone. New York. NY:Harper and Row. 1962.
③ 参阅“场所依恋”：Altman, I.,& Low, S. (Eds.). Place Attachment [C]. New York:Plenum Press.1992:3
① 对于目的地忠诚度的动机与满意感结构模型：Yoon, Y.,& Uysal, M.. An examination of the effects of motivation and satisfaction on destination loyalty:A structural model. Tourism Management,2005,26(1):45-56.
② 不同旅游目的地语境下重游者的行为研究：Kozak, M.. Repeaters' behavior at two distinct destinations [J]. Annals of Tourism Research,2001,28(3):785-808.
① 国际受众对于蒙古旅游的满意感对比分析：Yu, L.,& Goulden, M.. A comparative analysis of international tourists' satisfaction in Mongolia [J]. Tourism Management,2006,27(6):1331-1432.
② 对大峡谷旅游体验价值测量研究：Stewart, W. P.,& Cole, D.. Number of encounters and experience quality in Grand Canyon backcountry:Consistently negative and weak relationships [J]. Journal of Leisure Research,2001,33(1): 106-120.
① “节事”：在西方研究中,一般将节庆与盛事合在一起讨论,中文译为“节庆与特殊事件”,简称节事(festival & special event) (戴光全,2005)
① 参阅百度百科：条件反射学说http://baike.baidu.com.cn/view/1706022.htm。1913-1930年是早期行为主义时期,其中最著名的行为学家有华生(John B.Watson) (1878-1958),巴甫洛夫(Ivan P. Pavlov) (1849-1936),桑代克(Edward L. Thorndike)(1874-1949)和斯金纳(Burrlus F. Skinner)(1904-1990)；他们成为发展经典行为学理论——刺激-反应(S-R)的先驱们(Snodgrass, Levy-Berger,& Haydon,1985; White,1993)。
② 参阅百度百科：行为主义http://baike.baidu.com.cn/view/97045.htm
③ 参阅知识百科：效果率http://www.upicture.com.cn/Knowledge/nPost/nPost_68929.htm
① Snodgrass, J. G., Levy-Berger, G.,& Haydon, M. Human Experimental Psychology [MJ. New York, NY:Oxford University Press.198 5:146-179.
② 参阅“行为主义与认知心理学的关系”Moore, J.. On the relation between behaviorism and cognitive psychology [J]. Journal of Mind and Behavior.1996(4):347.
① 根据Lovelock. C.,& Wirtz, J.. Service Markcting:People, Technology, Strategy (5th ed.) [M]. Upper Saddle River, NJ:Prentice Hall.2004:289改编而来
② 消费者对于购物物理环境中颜色的感觉研究：Bellizzi, J. A.,& Hite, R. E.. Environmental color, consumer feelings, and purchase likelihood [J]. Psychology and Marketing,1992,9(5):347-363.
③ 物理环境背景音乐对店内购物的影响:Chebat, J., Gelinas-Chebat, C.,& Vaillant, D.. Environmental background music and in-store selling [J]. Journal of Business Research,2001,54(2):115-123.
④ 物理环境灯光对零售业的影响：Golen, L. G.,& Zimmerman, D. A.. Effective Retailing [M]. Boston, MA: Houghton Mifflin.1986
⑤ 商场购物物理环境的气味对消费者的情绪影响：Chebat, J.,& Michon, R.. Impact of ambient odors on mall shoppers'emotions, cognition, and spending:A test of competitive causal theories [J]. Journal of Business Research, 2003,56(7):529-539.
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① 消费者对于宾馆酒店的忠诚度研究：Barsky, J.,& Nash, L.. Evoking emotion:Affective keys to hotel loyalty [J]. Cornell Hotel and Restaurant Administration Quarterly,2002(1):73-79.
② 受众对于主题公园的情绪体验研究：Bigne, J. E.,& Andreu, L.. Emotions in segmentation:An empirical study [J]. Annals of Tourism Research,2004(3):682-696. Bigne, J. E., Andreu, L.,& Gnoth, J.. The theme park experience:An analysis of pleasure, arousal and satisfaction. [J]. Tourism Management,2005(6):833-844.受众对于文化遗产吸引物的情绪体验研究:Boon, M., Joseph-Mathews, S., Dai, M., Hayes, S.,& Cave, J.. Heritage/cultural attraction atmospherics:Creating the right environment for heritage/cultural visitor [J]. Journal of Travel Research,2007(3):345-354.
③ 受众对于地方节庆的情绪体验研究：Lee, Y., Lee, C., Lee, S.,& Babin, B. J.. Festivalscapes and patron's emotions, satisfaction, and loyalty [J]. Journal of Business Research,2008:56-64.
④ 消费者对于旅游购物情绪体验的研究:Yuksel, A.. Tourist shopping habitat:Effects on emotions, shopping value and behaviors [J]. Tourism Management,2007(1):58-69.
⑤ 消费者对于网络购物的物理环境影响研究：Eroglu, S. A., Machleit, K. A.,& Davis, L.M.. Atmospheric qualities of online retailing:A conceptual model and implications [J]. Journal of Business Research,2001(2):177-184.
① 参阅“对地方维度不同感觉的比较分析”：Jorgensen, B. T.,& Stedman, R. C. A comparative analysis of predictors of sense of place dimensions:Attachment to, dependence on, and identification with lakeshore properties [J]. Journal of Environmental Management,2006,79(3):317.
① 参阅“对于传统信件与电子邮件综合调查模式的应答率研究”：Converse, P. D., Wolfe, E. W., Huang, X.,& Oswald, F. L.. Response rates for mixed-mode surveys using mail and e-mail/web. American Journal of Evaluation,2008,29(1): 99-107.
① 参阅“环境心理学方法”：Mehrabian, A.,& Russell, J. A.. An Approach to Environmental Psychology [M]. Cambridge, MA:MIT Press.1974:53
② 参阅“人类的情绪”：Ⅰzard, C. E.. Human Emotions [M]. New York, NY:Plenum.1977:263
③ 参阅“消费体验中的情绪测量”:Richins, M. L.. Measuring emotions in the consumption experience [J]. Journal of Consumer Research,1997,24(2):127-146.
① 参阅“环境心理学方法”:Mehrabian, A.,& Russell, J. A.. An Approach to Environmental Psychology [M]. Cambridge, MA:MIT Press.1974
② 转引自“消费体验中的情绪测量”：Richins, M. L.. Measuring emotions in the consumption experience [J]. Journal of Consumer Research,1997,24(2):127-146.
① 参阅“服务业语境下认同感与忠诚度关系分析”：Pritchard, M., Havitz, M.,& Howard, D.. Analyzing the commitment loyalty link in service contexts [M]. Journal of the Academy of Marketing Science,1999,27(3):333-348.
① 参阅“休闲者的活动与环境研究”:Kyle, G. T., Bricker, K., Graefe, A. R.,& Wickham, T.. An examination of recreationists'relationships with activities and settings [J]. Leisure Sciences,2004,26(2):123-142.
① 参阅“在专业协会中营销活动、认同感与会员行为的关系”：Gruen, T. W., Sommers, J. O.,& Acito, F.. Relationship marketing activities,commitment, and membership behaviors in professional associations [J]. Journal ofMarketing,2000,64(3):34-49.
① 参阅“零售定价游戏的革命”:Levy, M. Revolutionizing the Retail Pricing Game [J]. Discount Store News. 1999,38:15.
① 谢彦君.2004.基础旅游学(第二版)[M].北京：中国旅游出版社,2004(2008年重印)：162-163
② 本文认为文化旅游者可能存在特定的文化动机(狭义),也可能存在隐匿的或非主要目的的文化动机(广义)。
① 参阅“体验的消费或消费的体验?”Hall CM and Sharples L. The consumption of experiences or the experience of consumption? An introduction to the tourism of taste [J]. In:Hall CM and Sharples L (eds) Food and Wine Festivals and Events Around the World. Oxford:Elsevier,2008:1-24.
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① 参阅”：Cela, A., Knowles-Lankford, J.,& Lankford, S.. Local food festivals in Northeast Iowa communities:A visitor and economic impact study [J]. Managing Leisure,2007(12):171.
② 参阅：柯华林、戚淑慧、管志成.西方节庆产业发展对我国的启示[J].城市文化产业研究,2009(03)：79
① 以下文献都提出这样的观点：“质量-满意-忠诚度模型不能只考虑认知,而也要考虑情感形成的因素”。Dick, A. S.,& Basu, K... Customer loyalty:Toward an integrated conceptual framework [J]. Journal of the Academy of Marketing Science,1994,22(2):99. Chebat, J., The interplay of cognitions and emotions in building services customer retention [A]. In A. G. Woodside,& E. Moore (Eds.). Essays by Distinguished Marketing Scholars of the Society for Marketing Advances [C]. Greenwich, CT:JAI Press.2002, pp.17-56.
① 这里取百度百科“文化”定义三层次说：http://baike.baidu.com/view/3537.htm
② 参阅“节庆作为创新性目的地”：Prentice, R.& V. Anderson. Festival as Creative Destination [J]. Annals of Tourism Reseach,2003 (J):7-30
① 参阅“消费者情绪类型与满意感的维度”：Westbrook, R. A.,& Oliver, R. L.. The dimensionality of consumption emotion patterns and consumer satisfaction [J]. Journal of Consumer Research,1991,18(1):85.
② 在以下关于“归因于物理环境的情感质量描述”文献中也有所提及：Russell, J. A.,& Pratt, G.. A description of the affective quality attributed to environments [J]. Journal of Personality and Social Psychology,1980,38(2):311-322.
③ 对于都市居民的社区满意感与社区依恋度的区别研究：Ringel, N.,& Finkelstein, J.. Differentiating neighborhood satisfaction and neighborhood attachment among urban residents [J]. Basic and Applied Social Psychology,1991,12(2):177-193.
对旅游观光客的动机与满意感研究：Ross, E. L. D.,& Iso-Ahola, S. E. Sightseeing tourists'motivation and satisfaction [J]. Annals of Tourism Research,1991,18(2):226-237.
④ 受众在主题公园的体验中愉悦和警觉情绪与满意感关系：Bigne, J. E., Andreu, L.,& Gnoth, J.. The theme park experience:An analysis of pleasure, arousal and satisfaction [J]. Tourism Management,2005,26(6):833-844.
① 国内也有文献译为“地方依恋”等。但本文为了避免混淆,采用“场所依恋”的译法。在“场所依恋”的理论框架下,本文进行对节庆依恋与地方依恋这两个概念进行理解与测量。
② 1970年代自来,以段义孚为代表的人本主义地理学者重新将“地方,,引入人文地理学研究,地方感(sense of place)就成为人文地理研究的一个主要且重要概念,西方学术界对地方感的概念、理论以及实证研究体系已相对完善,但还有一些概念分歧存在。与地方感相关的概念还有地方依恋(place attachment)、地方认同(place identity)以及地方依赖(place dependence)等。目前国内部分研究者也开始注意地方感的研究价值,但还处于起步阶段,缺乏完整的逻辑体系与概念定论。以下是相关文献,如：Tuan Y F. Topophilia:A study of environmental percep—tion[M]. Enghwood Cliffs, NJ:Prentice—Hall.1974. Heidegger M. Being and time[M]. Translated by Macquaquarrie& Robinsone. New York. NY:Harper and Row. 1962.
③ 参阅“场所依恋”：Altman, I.,& Low, S. (Eds.). Place Attachment [C]. New York:Plenum Press.1992:3
① 对于目的地忠诚度的动机与满意感结构模型：Yoon, Y.,& Uysal, M.. An examination of the effects of motivation and satisfaction on destination loyalty:A structural model. Tourism Management,2005,26(1):45-56.
② 不同旅游目的地语境下重游者的行为研究：Kozak, M.. Repeaters' behavior at two distinct destinations [J]. Annals of Tourism Research,2001,28(3):785-808.
① 国际受众对于蒙古旅游的满意感对比分析：Yu, L.,& Goulden, M.. A comparative analysis of international tourists' satisfaction in Mongolia [J]. Tourism Management,2006,27(6):1331-1432.
② 对大峡谷旅游体验价值测量研究：Stewart, W. P.,& Cole, D.. Number of encounters and experience quality in Grand Canyon backcountry:Consistently negative and weak relationships [J]. Journal of Leisure Research,2001,33(1): 106-120.
① “节事”：在西方研究中,一般将节庆与盛事合在一起讨论,中文译为“节庆与特殊事件”,简称节事(festival & special event) (戴光全,2005)
① 参阅百度百科：条件反射学说http://baike.baidu.com.cn/view/1706022.htm。1913-1930年是早期行为主义时期,其中最著名的行为学家有华生(John B.Watson) (1878-1958),巴甫洛夫(Ivan P. Pavlov) (1849-1936),桑代克(Edward L. Thorndike)(1874-1949)和斯金纳(Burrlus F. Skinner)(1904-1990)；他们成为发展经典行为学理论——刺激-反应(S-R)的先驱们(Snodgrass, Levy-Berger,& Haydon,1985; White,1993)。
② 参阅百度百科：行为主义http://baike.baidu.com.cn/view/97045.htm
③ 参阅知识百科：效果率http://www.upicture.com.cn/Knowledge/nPost/nPost_68929.htm
① Snodgrass, J. G., Levy-Berger, G.,& Haydon, M. Human Experimental Psychology [MJ. New York, NY:Oxford University Press.198 5:146-179.
② 参阅“行为主义与认知心理学的关系”Moore, J.. On the relation between behaviorism and cognitive psychology [J]. Journal of Mind and Behavior.1996(4):347.
① 根据Lovelock. C.,& Wirtz, J.. Service Markcting:People, Technology, Strategy (5th ed.) [M]. Upper Saddle River, NJ:Prentice Hall.2004:289改编而来
② 消费者对于购物物理环境中颜色的感觉研究：Bellizzi, J. A.,& Hite, R. E.. Environmental color, consumer feelings, and purchase likelihood [J]. Psychology and Marketing,1992,9(5):347-363.
③ 物理环境背景音乐对店内购物的影响:Chebat, J., Gelinas-Chebat, C.,& Vaillant, D.. Environmental background music and in-store selling [J]. Journal of Business Research,2001,54(2):115-123.
④ 物理环境灯光对零售业的影响：Golen, L. G.,& Zimmerman, D. A.. Effective Retailing [M]. Boston, MA: Houghton Mifflin.1986
⑤ 商场购物物理环境的气味对消费者的情绪影响：Chebat, J.,& Michon, R.. Impact of ambient odors on mall shoppers'emotions, cognition, and spending:A test of competitive causal theories [J]. Journal of Business Research, 2003,56(7):529-539.
⑥ 物理物理环境的影响及消费者反应：Bitner, M. J.. Evaluating service encounter:The effects of physical surrounding and employee responses [J]. Journal of Marketing,1990,54(2):69-82.
① 消费者对于宾馆酒店的忠诚度研究：Barsky, J.,& Nash, L.. Evoking emotion:Affective keys to hotel loyalty [J]. Cornell Hotel and Restaurant Administration Quarterly,2002(1):73-79.
② 受众对于主题公园的情绪体验研究：Bigne, J. E.,& Andreu, L.. Emotions in segmentation:An empirical study [J]. Annals of Tourism Research,2004(3):682-696. Bigne, J. E., Andreu, L.,& Gnoth, J.. The theme park experience:An analysis of pleasure, arousal and satisfaction. [J]. Tourism Management,2005(6):833-844.受众对于文化遗产吸引物的情绪体验研究:Boon, M., Joseph-Mathews, S., Dai, M., Hayes, S.,& Cave, J.. Heritage/cultural attraction atmospherics:Creating the right environment for heritage/cultural visitor [J]. Journal of Travel Research,2007(3):345-354.
③ 受众对于地方节庆的情绪体验研究：Lee, Y., Lee, C., Lee, S.,& Babin, B. J.. Festivalscapes and patron's emotions, satisfaction, and loyalty [J]. Journal of Business Research,2008:56-64.
④ 消费者对于旅游购物情绪体验的研究:Yuksel, A.. Tourist shopping habitat:Effects on emotions, shopping value and behaviors [J]. Tourism Management,2007(1):58-69.
⑤ 消费者对于网络购物的物理环境影响研究：Eroglu, S. A., Machleit, K. A.,& Davis, L.M.. Atmospheric qualities of online retailing:A conceptual model and implications [J]. Journal of Business Research,2001(2):177-184.
① 参阅“对地方维度不同感觉的比较分析”：Jorgensen, B. T.,& Stedman, R. C. A comparative analysis of predictors of sense of place dimensions:Attachment to, dependence on, and identification with lakeshore properties [J]. Journal of Environmental Management,2006,79(3):317.
① 参阅“对于传统信件与电子邮件综合调查模式的应答率研究”：Converse, P. D., Wolfe, E. W., Huang, X.,& Oswald, F. L.. Response rates for mixed-mode surveys using mail and e-mail/web. American Journal of Evaluation,2008,29(1): 99-107.
① 参阅“环境心理学方法”：Mehrabian, A.,& Russell, J. A.. An Approach to Environmental Psychology [M]. Cambridge, MA:MIT Press.1974:53
② 参阅“人类的情绪”：Ⅰzard, C. E.. Human Emotions [M]. New York, NY:Plenum.1977:263
③ 参阅“消费体验中的情绪测量”:Richins, M. L.. Measuring emotions in the consumption experience [J]. Journal of Consumer Research,1997,24(2):127-146.
① 参阅“环境心理学方法”:Mehrabian, A.,& Russell, J. A.. An Approach to Environmental Psychology [M]. Cambridge, MA:MIT Press.1974
② 转引自“消费体验中的情绪测量”：Richins, M. L.. Measuring emotions in the consumption experience [J]. Journal of Consumer Research,1997,24(2):127-146.
① 参阅“服务业语境下认同感与忠诚度关系分析”：Pritchard, M., Havitz, M.,& Howard, D.. Analyzing the commitment loyalty link in service contexts [M]. Journal of the Academy of Marketing Science,1999,27(3):333-348.
① 参阅“休闲者的活动与环境研究”:Kyle, G. T., Bricker, K., Graefe, A. R.,& Wickham, T.. An examination of recreationists'relationships with activities and settings [J]. Leisure Sciences,2004,26(2):123-142.
① 参阅“在专业协会中营销活动、认同感与会员行为的关系”：Gruen, T. W., Sommers, J. O.,& Acito, F.. Relationship marketing activities,commitment, and membership behaviors in professional associations [J]. Journal ofMarketing,2000,64(3):34-49.
① 参阅“零售定价游戏的革命”:Levy, M. Revolutionizing the Retail Pricing Game [J]. Discount Store News. 1999,38:15.
① 谢彦君.2004.基础旅游学(第二版)[M].北京：中国旅游出版社,2004(2008年重印)：162-163
② 本文认为文化旅游者可能存在特定的文化动机(狭义),也可能存在隐匿的或非主要目的的文化动机(广义)。
① 参阅“体验的消费或消费的体验?”Hall CM and Sharples L. The consumption of experiences or the experience of consumption? An introduction to the tourism of taste [J]. In:Hall CM and Sharples L (eds) Food and Wine Festivals and Events Around the World. Oxford:Elsevier,2008:1-24.
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