Subjective Homogeneity Of Rural Tourism Destinations From The Perspective Of Tourist

With the introduction of a series of favorable policies and the promotion of domestic consumption market,rural tourism market is developing vigorously,especially in the post-epidemic era,rural tourism is facing new development opportunities.In recent years,the phenomenon of homogeneity has appeared in the development of rural tourism,which has brought bad influence on tourism experience and destination,and hindered the sustainable development of rural tourism.The issue of homogenization is concerned by managers and operators,and has also been discussed by the media and the public,but there is a lack of theoretical discussion on homogenization.Reviewing the literature,we find that the research on the homogenization of rural tourism mostly uses the objective angle of view to analyze the homogenization phenomenon in the tourism industry,which is not only descriptive and non-theoretical,it also neglects the main position of tourists in the tourism market and tourism activities,and does not answer the question of how tourists look at and evaluate the homogenization of rural tourist destinations,which affects the deep understanding of the homogenization phenomenon.The lack of theoretical research also limits the guiding role of rural tourism practice.Although the homogenization of rural tourist destinations has objective manifestations,such as the similarity of architectural styles and the repetition of tourist souvenirs in the two rural tourist destinations,what is more important is that,homogenization,like the concepts of tourism happiness and authenticity,is the result of subjective experience and is related to both the objective development situation and the reflection of tourists’ inner activities,however,there is a lack of research on homogenization from the perspective of tourists’ subjective psychology.In the context of the above-mentioned reality and theory,and at the request of the humanism of tourism research,this study,from the perspective of tourists,explores their understanding and evaluation of the homogenization of rural tourist destinations through tourism experience,that is,to study the subjective homogenization of rural tourism destination.Subjective homogenization is a comprehensive psychological index,which emphasizes the subjective feelings of tourists.This paper selects the typical rural tourism areas in Guanzhong area of Shaanxi province,such as Yuan village,Maweiyi,Fucha town and Bailuyuan as the case sites.This paper uses literature analysis and in-depth interview to obtain the related texts of rural tourism homogenization,and uses the mixed methods of qualitative analysis and quantitative analysis to analyze the data.Under the guidance of “The theoretical framework of tourism experience”,which is based on the theory of tourism experience and the theory of experience value,this study identifies the content of subjective homogenization,develops a measurement scale and verifies it.Then this paper measures subjective homogenization from many aspects,analyzes the forming mechanism of subjective homogenization,and finally puts forward some practical suggestions.The main conclusions of this study are as follows.(1)The subjective homogenization of rural tourism destination consists of three categories.As the depth of tourism experience increases,the order of subjective homogenization is functional homogenization,empirical homogenization and existential homogenization.Functional homogeneity refers to the tourists’ perception and evaluation of the homogeneity of tourism environment and service.Empirical homogeneity refers to the tourists’ cognitive judgment on the homogeneity of rural tourism destination by using their knowledge and experience.Existential homogeneity refers to the tourists’ psychological and emotional feelings and evaluation of the homogeneity of rural tourism destination.(2)The subjective homogenization scale of rural tourism destination is composed of three categories,seven dimensions,28 measurement indexes and two overall evaluation indexes.The first category is functional homogenization,including homogenization of tourism service,homogenization of landscape and cultural image.The second category is empirical homogeneity,including refinement,commercialization and stereotyping;The third category is existential homogenization,which includes two dimensions: the question of authenticity and the lack of local identity.The two overall evaluation indexes are absolute subjective homogenization and relative subjective homogenization.(3)The content of subjective homogenization produced by tourists in different rural tourism destinations is different,and the performance of each dimension of subjective homogenization is also different.Stereotype is the most prominent characteristic of homogenization of rural tourism destination.(4)Different tourism motivations have different effects on tourists’ subjective homogenization.Compared with leisure tourism motivation,cultural tourism motivation has a greater impact on subjective homogenization.Tourism experience has a significant impact on empirical homogenization.Existential homogenization is an important factor that affects the loyalty and satisfaction of tourists,which suggests that the managers of rural tourist destinations should pay more attention to the tourists’ emotional needs.(5)As the main body of rural tourism market,the subjective homogenization is a subjective feeling of the general cultural tourists to the repeated supply of folk-custom rural tourism destination,which is influenced by the factors of tourism supply side and tourism demand side.The factors of tourism supply side are: the solidified development model,blind imitation,the same kind of supply increase,the lack of cultural connotation.The factors of tourism demand side are: increasing access to information,rich tourism experience,the pursuit of real experience and cultural demand.The innovation of this research includes three aspects.(1)From the perspective of tourists,this paper identifies the content of subjective homogenization and constructs a theoretical model,which expands the research perspective of the homogenization of rural tourism and enriches the research on tourism experience,especially the negative experience;(2)The subjective homogenization scale is developed to provide a reliable measurement tool for the further study of subjective homogenization,and the multidimensional measure of subjective homogenization makes up for the lack of empirical study on tourism homogenization.(3)This paper probes into the formation and effect of subjective homogenization,and sets up an analytical framework of the formation mechanism of subjective homogenization,which perfects the existing researches by paying more attention to the supply-side factors and neglecting the analysis of demand-side factors,it provides a comprehensive analytical perspective for a deeper understanding of the causes of the subjective homogenization of rural tourism destinations.