地方传统美食经营者角色呈现对旅游者情感认同生成的影响研究——以西安回民街小吃店为例

Research on the Influence of the Role Presentation of Local Traditional Food Operators on the Formation of Tourists’ Emotional Identity—Taking the Snack Bar in Xi’an Muslim Street as an Example

摘要: 研究以西安回民街小吃店为研究对象，运用定性与定量相结合的方法，探究地方传统美食经营者角色呈现对旅游者情感认同生成的影响。通过扎根理论对深度访谈、参与观察和网络文本资料进行分析，构建游客感知元素形成的理论机制框架，明确其历经感知初建、正式体验和情感延续阶段。同时，经量化分析将经营者角色呈现聚类为民族文化传播者、利益追逐者、传统美食守护者、西安城市形象展示者四类。研究发现不同角色呈现类型对旅游者情感认同的影响各异，为理解地方传统美食经营与旅游者情感认同关系提供新视角，也为旅游目的地营销和美食文化传承发展提供理论依据与实践启示。

Abstract: This study took the snack bar in Xi’an Muslim Street as the research object, and used a combination of qualitative and quantitative methods to explore the impact of the role presentation of local traditional food operators on the formation of tourists’ emotional identity. Through the analysis of in-depth interviews, participatory observation and online text data, the theoretical mechanism framework for the formation of tourists’ perceptual elements is constructed, and it is clear that it goes through the stages of initial perceptual construction, formal experience and emotional continuation. At the same time, through quantitative analysis, the roles of operators are clustered into four categories: national culture communicators, interest chasers, guardians of traditional cuisine, and Xi’an city image demonstrators. The study found that different role presentation types have different impacts on tourists’ emotional identity, which provides a new perspective for understanding the relationship between local traditional food management and tourists’ emotional identity, and also provides theoretical basis and practical enlightenment for tourism destination marketing and the inheritance and development of gastronomic culture.