THE CONNOTATION AND MULTIDIMENSIONAL MEASUREMENT OF PERCEPTION OF TOURISM RITUAL BASED ON PERSPECTIVE OF"TOURISM AS RITUAL:A GENERAL THEORY OF TOURISM"
It is difficult to measure tourists'perception of tourism ritual,which has been acknowledged as an important means of deeply spiritual experience.Scholars have not reached an agreement on the concept of perception of tourism ritual,not mention to full understanding of its attribute dimensions and valid measure-ments,which impedes the development of a theory system.Therefore,this paper has two objectives.One is to explore dimensions of perception of tourism ritual.The other is to develop a system of valid and scientific scale.Based on previous scholarship,this paper redefines perception of tourism ritual and then explore the multi-dimensions of its connotation,including the three-level coding of 31 in-depth interviews and 39 online travelogues,in order to develop a theory system.Finally,a scale of perceived tourism ritual is developed.The results show that perceived tourism ritual is cognitive,holistic and dual-hierarchical.It hassix attribute dimensions,including symbolism,filed,formality,anti-structure,distinctiveness,andisolation.With 22 items,the tourism ritual scale has excellent reliability and validity.This research contributes to deeper under-standing of perception of tourismritual,and also to the modification the ambiguity and omissionof its defini-tion.The scale adopted in this paper can provide a technical example in the assessment of perceived tourism ritual and help with the developmentof the theory in this field.
perception of tourism ritualattribute dimensionscale development
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