基于网络游记内容分析的风景道骑行体验研究 ——以 318 国道川藏线为例

胡传东; 李露苗; 罗尚焜
November 2015
Tourism Tribune / Lvyou Xuekan;2015, Vol. 30 Issue 11, p99
Academic Journal
Traveling by bike offers tourists the best way to experience scenic byways. The Sichuan-Tibet section of National Highway 318 occupies an important position among China’s national scenic byways. Cycling blogs have accurately reflected the experiences, processes and demands involved in traversing this scenic byway, and this information has important research value. Tourism experience mainly comprises expectations, enjoyable experiences, and sightseeing. In this paper, a content analysis was conducted on online materials dealing with cycle tourism, focusing on four aspects-riding motivation, perception dimension, peak experience and photography index. The aim was to study cycling tourists' perceptions of the characteristics of the scenic Sichuan-Tibet section of National Highway 318, and to discern the patterns in or rules governing the behavior of those cycling tourists. This research obtains the following results. Cycling tourists are primarily young men, whose activity is concentrated in summer and autumn. Their main motivation in riding the scenic route along National Highway 318 across the Sichuan-Tibet plateau is to obtain self-identity and social identity. Scenic road cycling involves multi-dimensional and in-depth perception and experience. Awareness of cycling the Sichuan-Tibet section of National Highway 318 can be classified into six dimensions, namely those of nature, challenges, unimpeded happiness, beauty, legends and spiritual sublimation. Simultaneously, such travel involves three important aspects-perceiving landscapes, having experiences and transcending boundaries. The positive emotions associated with such travel generally exceed the negative emotions. During their trips, riders experienced three peak experiences. The specific peak experiences acquired depend on the contrast with the positive and negative emotions jointly produced by the subjective and objective conditions they encountered. The photo index (a measure of the frequency with which tourist photograph particular route segments) increases with altitude in the initial stage. High photo index is found to be associated with sections of road that are characterized by rapid changes in altitude, iconic attractions and opportunities for recuperation. Overall, the integral perception of cycling the scenic Sichuan-Tibet section of National Highway 318 can be described as follows: traveling through heaven on a beautiful, natural road, enjoying breathtaking scenery, experiencing the challenging plateau environment, experiencing the thrill of conquest, engaging in legend creation, and constantly challenging oneself and achieving new things. Cycling is a multi-dimensional and in-depth means of perceiving and experiencing the scenic Sichuan- Tibet section of National Highway 318. The route segments that were highly gazed and those associated with peak tourist experience (as measured by photo index) were basically identical. Gaze is an important means of experience, and experience is the ultimate purpose of the gaze. Negative emotions can contribute positively to the formation of peak experience on this scenic road across the Sichuan-Tibet plateau. To improve the experience of cycling tourists, and satisfy their benign masochism, we need to adjust measures to local conditions and perform plateau landscape construction. This quantitative research on tourist perceptions of the scenic Sichuan-Tibet section of National Highway 318 based on travel blogs is significant for the development of theories and products associated with this scenic byway.



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