世界各地与国内的体验式旅游：定义与标准
原文作者：William L. Smith 单位：Emporia State University
摘要：本文探讨了学者们在已有学术文献中提到的“体验式旅游”这一概念，提及了世界范围内几个体验式旅游的例子，并提出和深入探讨已有文献中提出的体验式旅游标准。在使用成熟的标准框架基础上，本文通过一个特殊的乡村区域规划过程来描述一系列基于标准的活动，探讨了关于研究与实践（体验式旅游）的的含义。
关键词：体验式旅游、乡村、标准、服务、体验经济
2001年六月，在澳大利亚一个旅游业报告中，“体验式旅游”被描述为一个迅速兴起的趋势。该报告区分了上个世纪九十年代的“新旅游业”和八十年代的“大旅游业”概念。这十年“见证了越来越多基于体验的国内旅游者的演变”，同时它还特别提到了自驾游客和另一程度较轻的组织式旅游。从上个世纪九十年代后期至新的千年，“体验式旅游”开始在世界范围内出现于旅游专业文献中。
同样，在过去的几年里，美国学者Pine和Gilmore对于“体验经济”的研究正渗透进服务业的许多方面，包括娱乐休闲场所、酒店餐饮场所和各类顾客服务。他们提供了基于体验式旅游方法最好的理论陈述，我们也会在下文中讨论这个。
在美国， “体验式旅游”这个概念第一次被提及是在一次回应地区可持续发展经济与最小程度影响环境需要的顾问咨询会上。虽然只是在有限的几个其他地区中，这个项目被证明非常成功，但这些地区与我们有许多相似之处，而且似乎很有希望实现。
上述各段所述的三种情况表明，我们需要对现有文献进行学术审查，以便更好地理解采用这种方法对美国乡村地区发展的影响。本文回顾了现有的学术和实践文献，对“体验式旅游”的概念进行了界定，并对世界各地“体验旅游”活动的实例进行了分析，提出了一套分析框架的标准。然后，我们将这个框架应用到当地乡村环境与经济发展的需要中。最后，我们将讨论其对进一步研究与实践的影响。
一、体验式旅游的一系列标准
在对上述文献进行回顾的基础上，本文提出了以下一系列标准，以客观句的形式提出以供参考和进一步研究。这个标准列表可能会被用作一个检查表,用一个简单的检查显示标准的存在与否；或作为一种评量表，评价每一项标准，例如从等级上的1(很少或根本没有属性)到5(完全符合标准)的范围。
- 人们通过直接的体验创造意义
- 体验经历中包括人们会面、游览的地方，参与的活动和创造的记忆
- 体验经历包括出发前制定旅行计划和旅行结束后的跟进
- 体验式旅游吸引人们融入当地的自然、文化和历史中
- 体验式旅游影响低、噪声小、收益高
- 体验式旅游对每位游客来说都是非常私密、独特与个性化的
- 有质量的、难忘的旅游者体验是旅游者与体验提供者之间的共同成果
- 体验式旅游提供个人成长、体现个人价值与兴趣的机会
- 体验式旅游提供了丰富多样的体验经历，满足了游客的兴趣、提供了个人成就感，从而使他们能创造自己独特的回忆
- 体验式旅游的期望结果是获得一个可提供新知识和真实性的完整参与性体验
- 体验式旅游鼓励不同的文化、问题和潜力的相遇和融合
- 文化元素在传统的生活方式中被分享
- 体验式旅游是一种展示而不是描述
- 体验式旅游能拓展个人视野
- 体验式旅游应提供个人丰富、启迪、刺激和参与作为激励因子
- 体验式旅游吸引人们到不同的地方
- 体验式旅游吸引市场推销商品
- 体验式旅游包含五种感官体验
- 体验式旅游包括学习新技巧或参与新活动
- 体验式旅游包括“地方的故事”
以上被提到的20个标准建议可作为进一步研究和参考的出发点。在下一章中，我们将提供一些具体的案例，以阐明在现实情况中的每个标准。
二、体验式旅游概念的区域性应用
在这一章中，本文将提供一些现实案例以逐个说明上文提到的二十个标准。这些案例取材于当地乡村地区的庄园和农牧场的经验。
（一）人们通过直接的体验创造意义
如今，和简单地乘坐（或骑）马与牛拉蓬车不同，在山坡上、在山峦上、在溪流中，吃着在篝火上准备的食物，在两天的时间里，不使用任何现代化的便利设施等等，人们由此来创造与“坐牛拉蓬车”有关的真正体验的意义。
（二）体验经历中包括人们会面、游览的地方，参与的活动和创造的记忆
游客们在牧场上与工作中的牛仔们进行互动，参与用一捆捆的干草喂养牛畜和补给喂养槽的工作。
（三）体验经历包括出发前制定旅行计划和旅行结束后的跟进
在“牧场之火”网站上的照片和如何到达目的地的地图提前给人塑造了兴奋感。而游客们旅游结束后的照片与电子邮件为“牧场之火”这次旅行创造了更多的回忆。
（四）体验式旅游影响低、噪声小、收益高
游客通常会乘坐私人汽车来到农场，也许一次就会有几个。他们平均花两到四小时体验一系列为旅游时间而设置的活动，其中包括游客为了体验式学习而付出的合理价格。在农场创造的商品通过符合农场周遭环境的雅观陈列便可以进行出售。有代表性的游客通常是一天花费200到300美元，而他们走的时候农场几乎没有变化。他们同时还带回了在农场购买的物品，这些将会增强旅行记忆并且在他们返回家中后的很长一段时间内为其提供回忆。
（五）体验式旅游对每位游客来说都是非常私密、独特与个性化的
对于游览一个寻常农场的家庭成员来说，每一位都将从相同的活动中获取独特的经历，因为每位家庭成员都有独一无二的个人兴趣和背景。父亲可能回想起自己小时候开着拖拉机，在父母的的农场耕田或种植玉米；母亲可能回忆起她年轻时的一个4-H项目，包括在她叔叔的农场上种植甜玉米。而在城市出生长大的晚辈，则会非常着迷于知道玉米是如何喂给牛畜然后成为他经常吃的汉堡的。
（六）体验式旅游鼓励不同的文化、问题和潜力的相遇和融合
由美国原住民经营的地方体验式旅游场所为他们生活的方方面面提供了与外界交互的机会，无论是过去的还是现在的，无论是好的还是坏的。
（七）体验式旅游是一种展示而不是描述
传统的农场场地展示（并且允许体验）实际操作中饲养牛和猪、在鸡舍里收集鸡蛋或是在花园中除草、收割蔬菜的基础。
（八）体验式旅游吸引市场推销商品
很多人会收集特定种类的工艺品和手工制品。这些人是“市场”，他们被吸引到特定的工艺品商店或是艺术画廊，作为提供特定商品的兴趣资源。
（九）体验式旅游包括“地方的故事”
在我们地区的每一座石屋都有一个关于建造这些石屋的开荒者的详细故事，例如他们从哪里来，是何时何样到达的，他们的家庭在接下来的几年里怎么样了等等。大多数人都能很容易与“这些故事”的某些方面有所共鸣，这使之成为一种特殊的记忆。
三、对服务与标准的启示
我们已经对世界各地的实践和学术文献进行了回顾和探讨，以寻找可以应用于“体验式旅游”——一个在旅游和旅游业领域被愈多使用的广泛术语，这一概念的定义和标准。旅游服务和其相关标准不断受到公众和业内人士的压力，以要求他们提供更好的服务。
从文献综述中发展出的以上20个标准为未来的研究提供了一个验证和确认这些标准是否有用的机会。这些标准也为从业者提供了一个作为创建和评估他们自己的体验式旅游的基础的有用出发点。
研究这一套标准的方法之一是要求一组“学科领域专家”对每个标准进行评估，无论是在数值上还是评估上。对数值结果的分析显示可能存在重叠或冗余，对评估意见的分析将有助于解释统计分析，并可能提出其他供考虑的标准。随着更多的研究文献资料的出现，这些概念被认为需要定期审核以便更新旅行服务的标准列表。
实践者们将会评审标准并将他们当前的实践研究与每个标准进行比较。每一项比较都将提供一些能在当前的实践中做出或大或小的调整，以便为客人提供更有意义的经验的机会。当然，就一切情况而论，起决定性作用的是从业者首先依靠自己的愿景、任务报表、定位陈述或是其他被认为是组织性的指导方针，其次才是根据与标准比较后的启示。
顾客对服务与标准变化的反映将会被密切检测，并且这个信息必须反馈到持续性审核的过程中。毕竟，顾客是对体验式旅游的活动与经历进行有意义评价的唯一的正统来源。对获取和处理这些信息的改良方法同样是研究人员和实践者值得完成的目标。
最后，鼓励所有感兴趣的人士继续寻求改进的方法以满足和取悦他们各自领域的客人。
四、对服务和标准在管理上的影响
本文提出探讨的二十条标准可作为为二十一世纪服务供应商的管理者调整和发展企业提供帮助的一个框架。商品是有形的，相反，服务是无形的、体验经历是令人难忘的。正如本文在有关标准的论述中所指出的一样，越来越多的服务正在为了达到通过一系列标准的组合来创造令人难忘的体验而改变的过程中。
外文文献出处：《International Journal of Services amp; Standards》 , 2006 , 2 (1) :1-14
附外文文献原文
Experiential Tourism around the World and at Home: Definitions and Standards
William L. Smith
Key Words: Experiential Tourism, Rural, Standards, Services, Experience Economy
Abstract
This paper examines the “experiential tourism” concept as reported in the academic and practitioner literature. Examples of experiential tourism around the world are examined. Standards for the experiential tourism concept suggested by the literature are developed and presented. Using the standards framework developed, a specific rural regional planning process is used to describe a sample of activities based on the standards. The implications for both research and practitioners are discussed.
“Experiential Tourism” was described as a rapidly emerging trend in a tourism industry report in Australia in June 2001. The report distinguishes the lsquo;newrsquo; tourism of the 1990rsquo;s from lsquo;massrsquo; tourism of the 1980rsquo;s. This decade “witnessed the evolution of a more experience-based domestic traveler,” the report continues, especially with respect to self-drive visitors and to a lesser extent, organized tours. Through the late 1990rsquo;s and into the new millennium, then, “experiential tourism” began to appear in tourism practitioner literature around the world.
Also over the last several years, in the United States, the work of Pine and Gilmore on “The Experience Economy” was permeating many facets of the service industry, including entertainment attractions, hospitality venues and customer services of all kinds. They have provided the best presentation of a theory based approach to experiential activities, as we discuss later in the paper.
In our region of the United States, our first exposure to the concept of “experiential tourism” was from a consultant1 responding to the needs of the local area for sustainable economic development with minimal impact on the en
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Experiential Tourism around the World and at Home: Definitions and Standards
William L. Smith
Key Words: Experiential Tourism, Rural, Standards, Services, Experience Economy
Abstract
This paper examines the “experiential tourism” concept as reported in the academic and practitioner literature. Examples of experiential tourism around the world are examined. Standards for the experiential tourism concept suggested by the literature are developed and presented. Using the standards framework developed, a specific rural regional planning process is used to describe a sample of activities based on the standards. The implications for both research and practitioners are discussed.
“Experiential Tourism” was described as a rapidly emerging trend in a tourism industry report in Australia in June 2001. The report distinguishes the lsquo;newrsquo; tourism of the 1990rsquo;s from lsquo;massrsquo; tourism of the 1980rsquo;s. This decade “witnessed the evolution of a more experience-based domestic traveler,” the report continues, especially with respect to self-drive visitors and to a lesser extent, organized tours. Through the late 1990rsquo;s and into the new millennium, then, “experiential tourism” began to appear in tourism practitioner literature around the world.
Also over the last several years, in the United States, the work of Pine and Gilmore on “The Experience Economy” was permeating many facets of the service industry, including entertainment attractions, hospitality venues and customer services of all kinds. They have provided the best presentation of a theory based approach to experiential activities, as we discuss later in the paper.
In our region of the United States, our first exposure to the concept of “experiential tourism” was from a consultant1 responding to the needs of the local area for sustainable economic development with minimal impact on the environment. The program presented had been demonstrated as very successful in a limited number of other regions, but those regions had many similarities to ours and appeared to be very promising.
The three sets of circumstances described in the above paragraphs suggest the need for an academic review of the literature available to better understand the implications of adoption of this approach to business development in our rural area. This paper reviews available academic and practitioner literature to develop a working definition of the “experiential tourism” concept, examines examples of “experiential tourism” activities around the world, and suggests a set of standards for an analytical framework. We then apply the framework to the local rural environment and itrsquo;s economic development needs. Finally, implications for further research and for practitioners will be discussed.
A Set of Standards for Experiential Tourism
Based on a review of the literature above, the following set of standards, in the form of objective sentences, are proposed for consideration and further research. This list of standards might be used as either a checklist, with a simple check to indicate presence or absence of the standard, or as an evaluation form, rating each standard, for example, on a scale of one (little or none of the attribute) to five (full compliance with the standard), for example.
1. People create meaning through direct experience.
2. The experience includes the people met, the places visited, the activities participated in and the memories created.
3. The experience includes pre-departure trip planning and post-trip follow-up.
4. Experiential tourism draws people into local nature, culture and history.
5. Experiential tourism is low impact, low volume, and high yield.
6. Experiential tourism is very personal, unique and individual for each visitor.
7. Quality, memorable visitor experiences are a shared outcome between the visitor and the experience provider.
8. Experiential tourism opportunities allow for personal growth and reflect the values and interests of the individual visitor.
9. Experiential tourism provides diverse experiences that match the visitorrsquo;s interests and provide a sense of personal accomplishment, thereby creating their own unique memories.
10. The desired outcome of experiential tourism is to achieve a complete participatory experience that provides new knowledge and authentic experiences.
11. Experiential tourism opportunities encourage the meeting and coming together of different cultures, their problems and potential.
12. Cultural elements are shared in an atmosphere of traditional ways of life.
13. Experiential tourism shows rather than describes.
14. Experiential tourism opportunities expand personal horizons.
15. Experiential tourism opportunities should provide personal enrichment, enlightenment, stimulation, and engagement as motivators.
16. Experiential tourism attracts people to places.
17. Experiential tourism attracts markets to merchandise.
18. Experiential tourism engages all five senses.
19. Experiential tourism opportunities include learning a new skill or engaging in a new activity.
20. Experiential tourism includes “the story of the place.”
These twenty standards are presented as a suggested beginning point for further research and consideration. In the next section, we provide a specific example to illustrate each of the standards in a real-world situation.
Local Application of the Experiential Tourism Concept
In this section, a real-world example will be provided as an illustration of each of the twenty standards. These examples are drawn from experiences on the farms and ranches of the local rural area.
People create meaning through direct experience.
There is nothing quite like riding (and/or walking alongside) a horse or oxen drawn covered wagon, today, across
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