Abstract: Wildlife tourism experiences were examined in a unique place and species combination?giant pandas at the Chengdu Research Base for Giant Panda Breeding (CRBGPB) in Sichuan, China. The thematic analysis qualitative method was adopted in examining tourists’ written reviews of experiences interacting with giant pandas. ROST CM6 and NVivo 8 were used for the content analysis and qualitative coding. A variety of tourist experiences, motivations, and preferences were revealed. Although tourists’ experiences were varied, satisfaction increased with closer encounters and interactions with the giant pandas. The thematic analysis identified three features of the wildlife tourism experiences at CRBGPB: tourists, giant pandas, and settings. Tourists motivation mainly for the panda fan, education and destination feature. The behaviour of tourists mainly embodied in three links “visit”, “take photos” and “interaction”; tourist satisfaction is closely related to the extent interaction with panda, and the influence factors includes the giant panda behaviour, visiting time, tourists order, price, etc.

Key words: content analysis, thematic analysis, wildlife tourism, giant panda, tourist experiences

摘要： 选取成都大熊猫繁育研究基地为案例地, 针对旅游者网络评论中文文本, 借助ROST Content Mining 6 和NVivo 8 软件, 使用内容分析和质性主题分析二者相结合的研究方法, 分析中国旅游者在访问圈养环境中的大熊猫研究基地时的旅游体验。研究结果表明: 大熊猫旅游体验的核心主题是旅游者、目的地和大熊猫; 旅游者动机主要为熊猫迷、教育和目的地品牌; 旅游者的行为主要体现在3个环节“参观”、“拍照”和“接触”; 旅游者的满意度与熊猫接触的程度密切相关, 影响因素包括大熊猫的行为状态、参观游览的时间季节、游客的秩序、价格等。

关键词: 内容分析, 主题分析, 野生动物旅游, 大熊猫, 旅游体验