Recently, the results of the 2022 Nankai University Humanities and Social Sciences Development Fund scientific research projects were officially announced, and our teachers were granted a total of four projects. Professor Shi Peihua was granted a key project entitled "In-depth Cross-Fusion and Collaborative Innovation Research of 'Tourism + Medicine'," Professor Chen Ye was granted a general project entitled "Emotion of 'People-Place' in the Digital Age: Conceptual Reconstruction and Formation Mechanism of Tourist Destination Attachment," Associate Professor Li Chunxiao was granted a young project entitled "Power of Sharing: Ripple Effects of Tourism Energy from the Perspective of Interactive Rituals," and Dr. Yi Liusu was granted a young project entitled "Research on Tourism Destination Brand Assets Based on Intergenerational Interaction." According to statistics, a total of 71 projects were granted funding for the 2022 Humanities and Social Sciences Development Fund scientific research projects, including 10 key projects, 20 general projects, and 41 young projects.
Project Introduction for Grant Application:
The research project "In-Depth Integration and Collaborative Innovation of "Tourism + Medicine" aims to guarantee and enhance the health of tourists. It will establish a top-level design (constructing a problem spectrum and framework system for in-depth integration of "tourism + medicine"), conduct two fundamental researches (analysis of health risks and construction of a protection system for tourism, innovation of medical and health tourism development models), break through two hot topics (normalization of public health risks in tourism and coordination mechanism, and information technology empowered tourism + medicine mechanisms and path models), study a system of institutional mechanisms (the institutional mechanism and protection system for the in-depth integration and collaborative development of tourism + medicine), and expand educational innovation (the construction of cross-disciplinary subjects and the research on cross-disciplinary talent training and education in tourism + medicine) as the main research content.
In the era of mass tourism, online digital consumption and offline physical consumption are important links that form emotional connections between tourists and destinations. The research project "Emotion of "People-Land" in the Digital Age: Conceptual Reconstruction and Formation Mechanism of Tourist Destination Attachment" will analyze the behavior patterns of tourists in the context of coexistence of virtual and real worlds in the digital age, and reconstruct the concept of tourist destination attachment by means of the two-dimensional paths of virtual and real worlds. By exploring the interactive effects of context (virtual and real) and self (virtual and real) on the formation of tourist destination attachment, this project aims to reveal the unique rules of the formation of tourist destination attachment in the digital age.
Tourism energy not only affects tourists themselves, but also spreads to information audiences who are originally unrelated to this tourism activity through sharing behavior. The research project "The Power of Sharing: Ripple Effects of Tourism Energy from the Perspective of Interactive Rituals" aims to reveal the ripple effects mechanism of tourism energy in sharing behavior, deeply explore the impact mechanism of information sharing behavior on the reproduction of tourist energy, and the process and rules of information sharing behavior to spread tourism energy to readers who participate in interactive rituals. Based on this, this project will provide corresponding countermeasures and suggestions for the marketing of tourist destinations and the development of information sharing platforms.
The research project "Research on Tourism Destination Brand Assets Based on Intergenerational Interaction" proposes the concept of "intergenerational brand assets of tourist destinations" and a set of new research propositions from the perspective of intergenerational interaction. It will systematically define the concept, identify the dimensions of composition, and develop measurement scales of intergenerational brand assets of tourist destinations, as well as propose relevant research propositions. By revealing the mechanism of the formation of tourist destination brand assets derived from intergenerational interaction in non-habitual environments, this project will expand the theoretical application range of brand intergenerational influence and provide new research content for tourist destination brand assets.
（Translator：BI Jianwu，Proofreading：LI Chunxiao）
