基于方法-目的链的沙漠型旅游区体验特征分析：以库木塔格沙漠旅游区为例

旅游体验是丰富的、多层次的，游客获得的体验随旅游类型差异而不同，现有研究缺乏对沙漠旅游体验的深入探讨。为探索沙漠旅游体验的复杂性和层次性特征，以库木塔格沙漠旅游区为例，运用方法-目的链（means-end chain，MEC）理论及软式阶梯访谈法，辅以网络文本分析，构建属性-结果-价值关联矩阵，绘制沙漠旅游区体验的层级价值图。研究识别出6条方法-目的链，最重要的是MEC1（自然风光-开拓视野/新奇体验-满足感/美好回忆），充分体现了沙漠旅游区因其浩瀚无垠的独特景观，让游客开阔眼界、满足好奇心，使其留下美好回忆、获得满足感。研究结果不仅从方法论视角丰富旅游体验研究，而且能为沙漠旅游的健康持续发展提供启示。

Analysis on experience characteristics of desert tourism area based on means-end chain:an example of the Kumutag desert tourism area

Tourism experience is rich with different levels,and the experience obtained by tourists varies with the types of tourism.Existing research lacks in-depth discussion on desert tourism experience.In order to explore the complexity and hierarchical structure of desert tourism experience,this paper,taking Kumutag desert tourism area as an example,constructs the attribute result value correlation matrix,and draws the hierarchical value map of desert tourism area experience by using the means-end chain(MEC)theory,soft ladder interview method,and network text analysis.Through the analysis of six means-end chains,we can find that the most notable chain is MEC1(natural scenery-relaxing body and mind/novel experience-feeling of satisfaction/good memory),which fully reflects the unique landscape of desert tourism area,makes tourists broaden their horizons,satisfy their curiosity,and get good memories and satisfaction.The research results not only enrich the study of tourism experience from the perspective of methodology,but also provide enlightenment for the healthy and sustainable development of desert tourism.