Abstract:

The rapid proliferation of immersive tourism performance has outpaced academic research, which has created a disparity between development in practice and scholarly investigations. Notably, characterized by interactivity and participation, immersive tourism performance hinges primarily on visitors’ embodied experiences within the local context, and further exploration of specific dimensions of immersive tourism performance is warranted. Guided by embodiment theory, we construct an experience quality evaluation of such performance based on tourists’ body, cognition, and situational factors. We further adopt content analysis and interpretative phenomenological analysis (IPA) to comprehensively evaluate immersive tourism performance, considering network evaluation as the analytic text. Our study derives the following findings: (1) The experience quality evaluation system of immersive tourism performance is constructed from four dimensions, with particular emphasis on the role of “body” factors in tourism experience, to accurately and comprehensively measure the quality of immersive tourism performance experience. (2) The quality of tourism experience is relatively satisfactory. Tourists have a good evaluation of embodied participation and experience situational dimensions, while the evaluation of product cognition and service cognition is at a general level. (3) Tourists obtain flow and meaning experiences in product cognition, and the generation of meaning experience can bring more lasting satisfaction, while performance rhythm plays a catalytic role. The service cognition indicators are rated low, which suggests that the various services provided by immersive tourism performance to tourists are not ideal. Physical participation includes the multi-sensory experience of using the body passively, with vision as the dominant factor, and the somatosensory experience of using the body actively, with kinesthetics as the dominant factor. The latter facilitates easier stimulation of tourists to exert their subjective initiative; it extends the experience situation and adds social situation elements based on previous research. (4) IPA reveals that the performance team, sense of substitution, sensory experience, and other elements are its advantages, which must be maintained in the future. The performance rhythm, atmosphere of fellow tourists, service guidance, and other elements fall into the opportunity area, which should be further developed and improved. The performance content factors fall into the key improvement area, and the immersive tourism performance project must take effective measures immediately. The study broadens the research perspective of tourism experience quality, enriches embodied experience research context, and presents recommendations for upgrading the quality and competitiveness of immersive tourism performance.

Key words: embodied theory, tourism experience quality, immersive tourism performance, content analysis, IPA

摘要：

近年来沉浸式旅游演艺发展势如燎原，相关学术研究却较为滞后，与现实发展不相匹配。除此之外，以互动性和参与性为特点的沉浸式旅游演艺，其具身性是影响游客在地体验的最重要因素，它的具体维度也需进一步探究。因此，本研究以具身理论为指导，通过游客身体、感知和情境因素构建沉浸式旅游演艺体验质量评价；以网络评价为分析文本，利用内容分析法和IPA分析法，对沉浸式旅游演艺进行综合评价。研究发现：游客对旅游体验质量较为满意；游客对具身参与和体验情境维度的评价较好，而对产品感知和服务感知的评价处于一般水平；IPA分析结果显示演艺内容要素处于重点改进区。本研究拓展了旅游体验质量的研究视角，丰富了具身体验的研究情境，并为沉浸式旅游演艺的品质升级和竞争力提升提出了建议。

关键词: 具身理论, 旅游体验质量, 沉浸式旅游演艺, 内容分析法, IPA分析法