Z世代游客寺庙旅游地形象感知特征与建构机制

Perceptual Characteristics and Construction Mechanism of Temple Tourist Destination Image among Generation Z Tourists

摘要: 本研究以Z世代对寺庙旅游的形象感知为视角，选取长沙开福寺作为案例基地，以扎根理论为框架，对小红书上473篇由Z世代用户产生的游记文本进行质性分析，探究Z世代对寺庙旅游的形象感知特征和形象建构机理。研究发现，Z世代在寺庙旅游过程中呈现出“传统与潮流并行”的双重行为特征：一方面通过传统仪式获得精神慰藉，另一方面也积极参与潮流实践，呈现出复合型旅游动机和行为偏好。本文根据扎根理论提取出“目的地属性–游客特征–游客感知–选择意愿”四大范畴，形成“内在驱动–供给基础–多维感知中介–行为反馈”的理论模型。本研究表明，Z世代对寺庙形象的认知已经从单纯的信仰圣地的理解，转向了融合文化认同、情感治愈与社交价值，表现为主观群体特征和客观目的地属性的动态形成。研究拓展了Z世代游客的理论视野，为寺庙等旅游目的地在年轻化转型过程中把握Z世代消费需求，改善目的地形象提供参考。

Abstract: This study takes Generation Z’s image perception of temple tourism as the research object, and selects Kaifu Temple in Changsha as a case site. Based on grounded theory, it conducts a qualitative analysis of 473 travel notes generated by Generation Z users on the Xiaohongshu platform, and systematically explores its image perception characteristics and construction mechanism in temple tourism. The study found that Generation Z shows a dualistic characteristic of “tradition and trend merge” in temple tourism behavior: on the one hand, it seeks spiritual comfort through traditional rituals, on the other hand, it also participates in trendy practices, reflecting compound tourism motivations and behavioral preferences. Based on grounded theory, this paper extracts four core categories of “destination attributes, tourist characteristics, tourist perception, choice intention” and constructs a theoretical model of “intrinsic drive, supply base, multidimensional perception intermediary, behavioral feedback”. Research shows that Generation Z’s understanding of the image of temples has broken through the single understanding of traditional religious holy places and gradually formed a comprehensive cognitive system that integrates cultural identity, emotional healing and social value. Its image construction process is reflected in the dynamic interaction between subjective group characteristics and objective destination attributes. This study not only expands the theoretical perspective of Generation Z tourists, but also provides practical reference for tourist destinations such as temples to grasp the consumption needs of Generation Z and optimize destination image communication during the youthful transformation.