| After reform and opening up,our country has made a rapid development.The ultimate consumption has grown rapidly.Consumption society is coming in China.In recent years,the large cities such as Beijing,Shanghai,Guangzhou and Shenzhen have clearly shown the clue of the consumption society.The rapid development of tourist resorts and large-scale festivals and special events indicates the profound changes of society and the real advent of post-modern society.In the consumption of Chinese residents,the proportion of service consumption is gradually increasing.And leisure tourism,cultural entertainment,health and other service consumption is also gradually increasing.According to the survey data of the tourism market during Chinese Spring Festival holidays in 2019,people paid more attention to cultural experience when traveling.As a special form of cultural performances,performing arts of festivals and special events have increasingly become a popular way of tourism.Over the past 60 years,tourism demand has increased significantly worldwide.At the same time,the competition among tourism destinations is intensified.Tourism destinations are trying to provide tourists with eye-catching and unforgettable tourism experience,so as to enhance the attractiveness of tourism destinations and make them more competitive in the competition.Culture is considered to be an effective way to enhance the competitiveness and cohesion of tourist destinations.Among them,the role of festivals and special events in enhancing the image and attractiveness of tourist destinations has been more and more recognized.Therefore,in recent years,more and more producers of consumption space are trying to shape tourism destinations into attractive consumption spaces by developing festivals and special events tourism.The production of tourism destination consumption space is a practice of multi-subject participation,in which the producer has always been in the leading position,and the role of tourists in the production of consumption space has been neglected.In the relevant research fields,existing scholars have studied the production practice of tourism consumption space from the perspective of space producers,using the production theory of space,and have achieved many research results.However,from the perspective of consumers,the research on the production practice of consumption space is relatively rare.Based on the current practical and theoretical background,this paper will study how tourists produce attractive consumption spaces through consumption activities from the perspective of consumers.The body of tourists is the starting point for producing the consumption space of tourism destinations.Body experience is the fundamental way of human existence.Body experience is the perceptual activity of human body.In the consumption society,consumption is such a perceptual activity,and tourists produce their own space through the body experience.Therefore,based on the body theory and the basic framework of "body--space",this study constructs the logical framework of "space consumption body experience--space emotionalization--production of space".Under the background of performing arts festivals and events,this paper uses the image of performing arts festival and event to measure tourists’ body experience,uses place attachment to measure tourists’ spatial emotional degree,and uses destination attractiveness to measure tourists’ consumption space,and further constructs the basic model of "image of performing arts festivals and events--place attachment--destination attractiveness".The image of performing arts festival and event includes three dimensions: cognitive image,affective image,and global image.Place attachment includes two dimensions: place identity and place dependence.At the same time,this study puts forward three situational factors that affect the spatial production of tourists from three perspectives: government,tourists themselves and the types of festivals and events,and as three moderating variables,they are included in the basic model of this study.The body is not only an active perception subject,but also a passive,organizational and institutionalized one.During the festival and event,the government participation is needed to discipline the body.Therefore,in this study,the government participation perception is regarded as a moderating variable.In consumption society,consumers construct their identities through their own bodies,so this study regards self-image congruence as a second moderator variable.Because of the background of daily life aestheticization,tourism destinations are becoming more and more aesthetic.Tourism destinations improve local quality,satisfy people’s aesthetic needs and enhance their attractiveness by organizing different performing arts festivals and events.So this study regards image matching degree(matching degree between the image of performing arts of festivals and special events and the image of tourism destinations)as a third moderator variable.This paper uses questionnaire survey and content analysis to reveal the mechanism of the production of tourists’ consumption space.First of all,three questionnaire surveys were conducted in 2018 Shanghai Strawberry Festival,the 2018 Shanghai Chen Shan grass broadcasting music festival and the Shanghai Xintiandi performing arts festival in 2018.718 valid questionnaires were collected.SPSS21.0 and AMOS17.0 statistical software were used to do descriptive statistics,exploratory factor analysis,structural equation modeling and linear regression.The model was analyzed and tested by regression analysis and hierarchical regression analysis.This paper focuses on the core research framework of "the image of performing arts festivals and events--place attachment--destination attractiveness”,which is analyzed and tested in the following aspects layer by layer.(1)Analyzing the direct mechanism of the image of performing arts festival and event on the tourism destination attractiveness;(2)Studying the mechanism of the image of performing arts festival and event on place attachment;(3)Clarifying the mediate role of place identity and place attachment on the relation between the image of performing arts festival and event and tourism destination attractiveness;(4) Studying the moderating effect of government participation perception on the relationship between the image of performing arts festival and event and place attachment;(5)Investigating the moderating role of self-image congruence between the image of performing arts festival and event and place attachment;(6)From the perspective of image matching,this study divides festivals and special events into two types which are festivals and special events with higher image matching degree and those with lower image matching degree,and then studying the two moderating roles of image matching degree.Firstly,image matching degree plays a moderating role between place attachment and tourism destination attractiveness,and secondly,image matching degree plays a moderating role between the image of performing arts festival and event and tourism destination attractiveness.The results of this study are as follows:(1)The cognitive image,affective image and global image of performing arts of festivals and special events are positively related to tourism destination attractiveness;(2)Place identity and place dependence play significant partially mediate roles.It can be seen that place attachment is the key path from the image of performing arts festival and event to tourism destination attractiveness;(3)Government participation perception plays a significant positive moderating role between the cognitive image,the global image and place dependence;the moderating effect of government participation perception between the image of performing arts festival and event and place identity is not significant;(4)Self-image congruence plays a significantly positive moderating role between the cognitive image and place dependence;(5)Image matching degree plays a significantly negative moderating role between place attachment and tourism destination attractiveness.And also image matching degree plays a significantly negative moderating role between the image of performing arts festival and event and tourism destination attractiveness.And the this study takes the Wuzhen Drama Festival as another important case,searches the network comments about the Wuzhen Drama Festival from Weixin,Sina Weibo and other online media,and uses content analysis method to analyze the network texts,which further verifies the theoretical model of " the festivals and special events of performing arts image---place attachment---tourism destinations attractiveness ".The innovations of this paper are mainly embodied in the following four aspects:(1)It enriches the scale of festivals and special events,especially the image of performing arts festival and event;(2)In previous studies,the formation and influence of tourism destination attractiveness were discussed from the perspective of tourism destination marketing;based on the sociology perspective,this study explained the mechanism of tourists as consumers to produce consumption space;(3)On the basis of the combination of the theory of production of space,body theory and environmental psychology theory,taking place attachment as an important mediating variable,this paper explores the key path from the festivals and special events of performing arts image to the tourism destinations attractiveness;(4)It puts forward the situational factors affecting the production of tourists’ consumption space from three aspects: government,tourists themselves and the types of festivals and events.This study puts forward corresponding suggestions for the producers of the production of consumption space.(1)Recognize the important role of tourists as the main body inthe production of consumption space,the role of tourists in space production practice is becoming more passive;(2)Make performing arts festivals and special events as "one-stop leisure service integrators " to meet the needs of festival tourists "one-stop leisure consumption" and provide a comprehensive experience for tourists.Specifically,we can choose or set up performing arts festivals and special events based on the five dimensions.They are festivals and special events lineups,festivals and special events creativity(festivals and special events innovation),festivals and special events atmosphere,festivals and special events fares,festivals and special events supporting facilities;(3)Make full use of all kinds of performing arts festivals and events,organize other activities,strengthen the interaction between tourists and places;(4)It is very important for the government to participate in festivals and special events tourism appropriately.On the one hand,it can reduce the potential risk of participating in festivals and special events activities for tourists,and at the same time,it can strengthen the ability of festivals and special events organizations to organize corresponding activities;(5)It is necessary to analyze the characteristics and needs of festivals and special events tourists so as to achieve precise marketing;(6)Festivals and special events with lower image matching degree are a kind of events with risks and benefits.From the perspective of producers of consumption space in tourism destinations,higher requirements should be put forward for such festivals and events.If properly managed,such festivals and special events will play a greater role in enhancing the tourism destinations attractiveness. |
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