旅游活动中的文化商品化问题研究
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摘要
文化商品化是旅游活动发展到一定阶段的必然结果,也是大众旅游时代时刻要面对的一个重要问题。旅游活动中的文化商品化是一种文化生产过程,具有文化蕴含的旅游性、文化开发的市场性、文化生产的过程性和文化呈现的创意性特点。旅游开发商对经济利益的追求、旅游者对文化体验的需要、旅游地居民对文化的推销以及政府的政策扶持共同形成了旅游活动中文化商品化得以产生和发展的动机机制。针对旅游活动中文化商品化的积极与消极效应,只有在旅游产品开发、旅游市场营销、利益关系协调和调控监管等方面采取适宜的应对举措才能实现文化的有效保护与旅游的可持续发展。
Cultural commercialization is the inevitable result of the development of tourism activities to a certain stage and is also an important issue to be faced at the moment of mass tourism.The commercialization of culture in tourism activities is a process of cultural production,with the tourism property of cultural implication,the marketability of cultural development,the process of cultural production and the creation of cultural presentation.The pursuit of economic interests by tourism developers,the need of tourists for cultural experiences,the promotion of culture by tourism residents and the policy support of government jointly form the motive mechanism for the emergence and development of cultural commercialization in tourism activities.In view of the positive and negative effects of cultural commercialization in tourism activities,only by adopting appropriate measures in tourism product development,tourism marketing,coordination of interest relations and regulation and control,can the effective protection of culture and sustainable development of tourism be realized.
Cultural commercialization is the inevitable result of the development of tourism activities to a certain stage and is also an important issue to be faced at the moment of mass tourism.The commercialization of culture in tourism activities is a process of cultural production,with the tourism property of cultural implication,the marketability of cultural development,the process of cultural production and the creation of cultural presentation.The pursuit of economic interests by tourism developers,the need of tourists for cultural experiences,the promotion of culture by tourism residents and the policy support of government jointly form the motive mechanism for the emergence and development of cultural commercialization in tourism activities.In view of the positive and negative effects of cultural commercialization in tourism activities,only by adopting appropriate measures in tourism product development,tourism marketing,coordination of interest relations and regulation and control,can the effective protection of culture and sustainable development of tourism be realized.
引文
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[21] ZHAO H M.On cultural commoditization and cultural authenticity in tourist industry[J].Journal of Yunnan Normal University(philosophy and social sciences edition),2003,35(3):132-136.[赵红梅.旅游业的文化商品化与文化真实性[J].云南师范大学学报(哲学社会科学版),2003,35(3):132-136.]
[22] ZHAO H M.On the historical opportunity of Dongba Culture in Naxis:rethinking about“cultural awareness”under tourist context[J].Tourism tribune,2010,25(7):12-18.[赵红梅.论纳西东巴文化的历史际遇:旅游情境下的“文化自觉”反思[J].旅游学刊,2010,25(7):12-18.]
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[24] XIE C S,WEI Z H.Study of“cultural authenticity”in tourism activities[J].Tourism research,2016,8(2):20-24.[谢春山,魏占慧.旅游活动中的“文化真实性”问题研究[J].旅游研究,2016,8(2):20-24.]
[2] MA X J.A new theory on the commercialization of ethnic tourism[C].Chinese Ethnological Society,Yunnan University.Proceedings of the Symposium on National Culture and Globalization.Chinese Ethnology Society,Yunnan University,2003:5.[马晓京.民族旅游商品化新论[C].中国民族学学会、云南大学.民族文化与全球化学术研讨会论文集.中国民族学学会、云南大学,2003:5.]
[3] COHEN E,ZHAO H M.“Authenticity”in tourism studies:after conflict[J].Guangxi ethnic studies,2013(1):173-181.[埃里克·科恩,赵红梅.旅游研究中的真实性:纷争之后[J].广西民族研究,2013(1):173-181.]
[4] STEINER C R,REISINGER Y.Understanding existential authenticity[J].Annals of tourism research,2006,33(2):299-318.
[5] ZHAO H M,LI Q L.Review on“authenticity”(Ⅰ):a hot spot in tourism study[J].Tourism tribune,2012,27(4):11-20.[赵红梅,李庆雷.回望“真实性”(authenticity)(上):一个旅游研究的热点[J].旅游学刊,2012,27(4):11-20.]
[6] COLE S.Beyond authenticity and commodification[J].Annals of tourism research,2007,34(4):943-960.
[7] KOLAR T,ZABKAR V.A consumer-based model of authenticity:an oxymoron or the foundation of cultural heritage marketing?[J].Tourism management,2010,31(5):652-664.
[8] GREENWOOD D J.Culture by the pound:an anthropological perspective on tourism as cultural commoditization[A]//SMITH V L.Hosts and Guests.Philadelphia:University of Pennsylvania Press,1977:129-139.
[9] MATHIESON A,WALL G.Tourism:economic,physical,and social impacts[M].New York:Longman House,1982.
[10] COHEN E.Authenticity and commoditization in tourism[J].Annals of tourism research,1988,15(3):371-386.
[11] HE L L,FANG K,ZHANG J H.Study on the commercialization and authenticity of tourism culture in ethnic minority villages[J].Journal of Guilin College of Aerospace Technology,2013(1):33-35.[何兰兰,方堃,张巨洪.少数民族村寨旅游文化商品化与真实性问题研究[J].桂林航天工业学院学报,2013(1):33-35.]
[12] SHARPLEY R.Tourism,tourists&society[M].Huntingdon:Cambridgeshire:ELM,1994.
[13] ZHANG X P.Cultural value of tourism development:cultural commercialization from the perspective of economic anthropology[J].Studies in national art,2006(5):34-39.[张晓萍.旅游开发中的文化价值:从经济人类学的角度看文化商品化[J].民族艺术研究,2006(5):34-39.]
[14] SUN J X,WU M L.Cultural identification of ethnic subjects in commercial perspectives[J].Journal of South-Central University for Nationalities(humanities and social sciences),2017,37(3):67-73.[孙九霞,吴美玲.商品化视角下族群内部主体的文化认同研究[J].中南民族大学学报(人文社会科学版),2017,37(3):67-73.]
[15] LIN M Z,HUANG Y S.Cultural authenticity and cultural commercialization under cultural tourism[J].Journal of Guangxi University for Nationalities(philosophy and social sciences edition),2003(S2):47-49.[林美珍,黄远水.文化旅游之下的文化真实性与文化商品化[J].广西民族学院学报(哲学社会科学版),2003(S2):47-49.]
[16]MA X J.Commoditization of ethnic tourism culture and the development of ethnic traditional culture[J].Journal of South-Central University for Nationalities(humanities and social science),2002,22(6):104-107.[马晓京.民族旅游文化商品化与民族传统文化的发展[J].中南民族大学学报(人文社会科学版),2002,22(6):104-107.]
[17] ZHANG P Y,WANG L W.Authenticity and commercialization:a reflection on the planning of rice culture tourism in Guangnan County of Yunnan Province[J].Economic tribune,2013(9):81-83.[张鹏洋,王玲伟.真实性与商品化:关于云南省广南县稻作文化旅游策划的思考[J].经济论坛,2013(9):81-83.]
[18] SUN J X,WU T.The impact of cultural commercialization on cultural inheritance in minority tourist destinations:a case study of the Little Huang Minority Dong Nationality[J].Journal of South China Normal University(social science edition),2015(2):73-82.[孙九霞,吴韬.民族旅游地文化商品化对文化传承的影响:以小黄侗族大歌为例[J].华南师范大学学报(社会科学版),2015(2):73-82.]
[19] GRAYBURN N H H.Travel:sacred journey[M].ZHANG X P,et al,trans.Kunming:Yunnan University Press,2007:19.[纳尔逊·H.H.格雷伯恩.旅游:神圣的旅程[M].张晓萍,等,译.昆明:云南大学出版社,2007:19.]
[20] SUN J X.Anthropology of tourism:theory and experience[M].Beijing:Social Sciences Academic Press,2013:167-179.[孙九霞.旅游人类学:理论与经验[M].北京:社会科学文献出版社,2013:167-179.]
[21] ZHAO H M.On cultural commoditization and cultural authenticity in tourist industry[J].Journal of Yunnan Normal University(philosophy and social sciences edition),2003,35(3):132-136.[赵红梅.旅游业的文化商品化与文化真实性[J].云南师范大学学报(哲学社会科学版),2003,35(3):132-136.]
[22] ZHAO H M.On the historical opportunity of Dongba Culture in Naxis:rethinking about“cultural awareness”under tourist context[J].Tourism tribune,2010,25(7):12-18.[赵红梅.论纳西东巴文化的历史际遇:旅游情境下的“文化自觉”反思[J].旅游学刊,2010,25(7):12-18.]
[23] XIE C S,WANG H C.Analysis on the commercialization of ethnic cultures in tourism development[J].The central plains culture research,2014,8(4):73-77.[谢春山,王贺婵.旅游开发中民族文化商品化问题探析[J].中原文化研究,2014,8(4):73-77.]
[24] XIE C S,WEI Z H.Study of“cultural authenticity”in tourism activities[J].Tourism research,2016,8(2):20-24.[谢春山,魏占慧.旅游活动中的“文化真实性”问题研究[J].旅游研究,2016,8(2):20-24.]