Perceived Value of the Chinese Calligraphic Landscape in Tourism Settings: From the Perspective of Chinese Tourists

Abstract

This study investigates Chinese tourists’ perceived value of the Chinese calligraphic landscape in tourism settings. Four-hundred and twenty-two valid questionnaires were randomly collected among Chinese tourists in a touristic site with a calligraphic landscape in China. Four dimensions of perceived value of calligraphic landscape are proposed and identified: functional tangible value, functional intangible value, social value, and emotional value. In addition, this study suggests that functional intangible value and emotional value of a calligraphic landscape play significant roles in affecting tourist satisfaction and loyalty. A one-way analysis of variance reveals that the perceived value of a calligraphic landscape varies across tourists with different levels of liking for and familiarity with Chinese calligraphy.

本研究调查了中国游客对于中国书法景观的感知价值。在一处以书法景观为主的旅游景点，研究者一共收集了四百二十二份有效问卷。本研究提出并验证了中国书法景观感知价值的四个维度：物质类功能价值，非物质类功能价值，社群价值和情感价值。本研究发现书法景观的非物质类功能价值和情感价值对游客的满意度和忠诚度具有显著的影响作用。通过对书法景观喜好度以及熟悉度层次不同的游客进行对比，研究表明游客对书法景观的感知价值存在群体间的差异。

关键词:

• 中国书法景观
• 感知价值
• 中国游客
• 喜好度
• 熟悉度

KEYWORDS:

• Chinese calligraphic landscape
• perceived value
• Chinese tourists
• liking
• familiarity

Acknowledgments

This research was financially supported by the National Natural Science Foundation of China (No. 40871072).

Additional information

Notes on contributors

Qian Li

Qian Li is a PhD student in the Department of Recreation, Sport and Tourism at the University of Illinois at Urbana-Champaign, Illinois, USA

Zhuowei (Joy) Huang

Zhuowei (Joy) Huang is an Assistant Professor in the Department of Recreation, Sport and Tourism at the University of Illinois at Urbana-Champaign, Illinois, USA (E-mail: [email protected]).

Jie Zhang

Jie Zhang is a Professor in the Department of Land Resources and Tourism Sciences at Nanjing University, Jiangsu, China (E-mail: [email protected]).