EVALUATION OF VISITOR EXPERIENCE AT CHINESE BUDDHIST SITES: THE CASE OF THE WUTAI MOUNTAIN

摘要

This research studies how visitors evaluate their experience at Chinese Buddhist sites using the case of the Wutai Mountain (China). In addition to their religious functions, many Buddhist sites in China are of significant historical and cultural importance thanks to the long history of Buddhism in China. With the recognition of their potential to bring tourism income, a large number of Buddhist sites have been promoted as visitor attractions, hosting various religious and cultural events and collaborating with tourism intermediaries nationwide. While many efforts have been taken from the management's perspective to promote these attractions, there has been lack of study from visitors' perspective in relation to what they think are important to their visit to these Buddhist sites. This study used the Wutai Mountain as a case study to investigate the factors visitors consider in evaluation of their experience at this site. It was found that the factors visitors considered included food, accommodation, transportation, souvenirs, natural landscapes, general atmosphere of the site and opportunity to communicate with Buddhist masters. The main purpose of visit had significant impact on the importance they attached to each factor. In addition, overpricing was a primary reason for dissatisfaction. This study has practical implications for management of Buddhist sites. By identifying the factors visitors consider in e-valuating their visit experience, site managers are able to make more informed decisions on service design and arrangement of visitor facilities.