Understanding crowding perceptions and their impact on place experience: Insights from a mixed-methods study

Silvia Sanz-Blas, Daniela Buzova, Fernando J. Garrigos-Simon
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Abstract

The existing research on the impact of crowding on visitors' experiences has yielded mixed results, mainly due to inadequate conceptualization and measurement of the phenomenon. To address this issue, we adopted a mixed-methods approach. We first conducted a qualitative study (Study 1, focus group based) to understand (i) how consumers perceive crowding at leisure places, (ii) the sources of crowding (spatial or social), and (iii) its effects on their experiences and future behaviors. For Study 2 we collected quantitative data through a survey (n = 537 respondents) to estimate the association between objective and subjective measures of crowding, the relative contribution of human and spatial crowding to visitors' overall crowding perceptions and its impact on satisfaction and behavioral intentions. The results indicated there is a weak association between objective and perceived human crowding, which makes subjective measures more appropriate for assessing crowdedness. A formative two-dimensional (human and spatial) conceptualization of crowding more adequately captures visitors' perceptions. The influence of each dimension is context-dependent, such that human crowding is more problematic for visitors to monuments, while cruise ship tourists are less tolerant of spatial crowding. The findings also revealed that crowding negatively affects visitors' satisfaction, while its impact on behavioral intentions is mostly nonsignificant for cruise ship tourists.
了解拥挤感及其对场所体验的影响:混合方法研究的启示
关于拥挤对游客体验的影响的现有研究结果不一,主要原因是对这一现象的概念化和测量不充分。为解决这一问题,我们采用了混合方法。我们首先开展了一项定性研究(研究 1,以焦点小组为基础),以了解(i)消费者如何看待休闲场所的拥挤现象,(ii)拥挤现象的来源(空间或社会),以及(iii)拥挤现象对消费者体验和未来行为的影响。在研究 2 中,我们通过一项调查(n = 537 名受访者)收集了定量数据,以估计拥挤程度的客观和主观测量之间的关联、人为拥挤和空间拥挤对游客整体拥挤感的相对贡献及其对满意度和行为意向的影响。结果表明,客观拥挤度与感知到的人为拥挤度之间的关联性较弱,因此主观衡量标准更适合用于评估拥挤度。形成性的二维(人类和空间)拥挤概念能更充分地捕捉游客的感知。每个维度的影响都取决于具体情况,例如,人的拥挤对古迹游客的影响更大,而游轮游客对空间拥挤的容忍度较低。研究结果还显示,拥挤对游客的满意度有负面影响,而对游轮游客的行为意向的影响大多不显著。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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