关键词: 宗教文化旅游, 道教, 武当山, 游客影响

Abstract:

International tourism academic community has been increasingly interested in studying tourists’ experience and benefits, as well as tourists’ perception, cognition, attitudes or behavior changes due to tourist-host social interaction and their experience. Scholars have also paid much attention to cultural tourism impacts on tourists’ values, cultural cognition and cultural difference tolerance, attitudes towards destination countries and destination people, emotional, psychological and behavior patterns. Religions have greatly impacted people’s ideology, thoughts, life styles even social systems. Religious tourism has developed dramatically all in the world, being regarded as the best way for disseminating religious culture and religious doctrine. But the research on religious tourism impacts on tourists still lags behind the impact research on destinations, as well as religious tourism practice. Taoism is China’s traditional culture and philosophy, and it has greatly impacted Chinese people for long years; but its impact has experienced dramatic decline in modern society, with the only exception of Taoism wellness culture. The increasing serious environmental and moral issues have provoked Chinese into rethink of Taoism philosophy. The Wudang Mountain is now the most sacred Taoism holy site in China. It is also a popular Taoism tourism destination and World Cultural Heritage site for its sizable Taoism temples, historical constructions and wise Taoism culture by UNESCO in 1994. To explore the cultural, psychological, ideological impacts of Taoism tourism on tourists, face to face questionnaire survey and tourist interview were conducted for data collection during July to August in 2014 in the Wu dang Mountain. And statistical analysis including descriptive analysis, paired T test and factor analysis via SPSS software was then fully used to quantitatively analyze different impacts of Taoism tourism on tourist groups with different motivations. And it concluded that: 1) Tourists to Wudang Mountain are more likely to be young or middle-aged adults with good education background, and four groups including pilgrim, cultural tourists, pleasure-seekers, and affection-maintainers can be recognized based on their primary travel motivation to Wudang Mountain; 2) Tourists have different experiences and cognitions in Wudang destination by different travel motivations; and their image perceptions and cognitions of Wudang are intensified after their tourism experience here. But pilgrims to the Wudang Mountain perceive more on Wudang’s Taoism cultural landscape and Taoism doctrine rather than natural landscape; meanwhile the pleasure-seekers and cultural tourists have deeper perception on Taosim temples, and they both regard Wudang as a Taoism wellness destination. Besides, all non-pilgrim groups have great impression of the desirable weather in hot summer; 3)Taoism tourism experience in Wudang destination impact different tourist groups in different ways to different extents. Part of interviewed tourists admit that their values have been greatly changed by their tourism experience in Wudang Mountain. And pilgrims are proved to be most dramatically and positively impacted by their tourism experience in Wudang, followed by cultural tourists and affection-maintainers. And pleasure-seekers get least changes in their values, understanding and attitudes to Taoism doctrine and China’s traditional culture, as well as Taoism-style simple living patterns. This research offers a meaningful hint for traditional religious cultural diffusion and the significance of Taoism cultural tourism on reshaping people’s values and behaviors.

Key words: religious cultural tourism, Taoism, the Wudang Mountain, tourism impacts on tourist