古镇慢旅游特质要素识别与分析——基于游客体验的视角
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摘要
慢旅游是古镇旅游发展的新形态,核心理念在于游客的深度体验。本文从游客体验的视角,对古镇慢旅游者进行深度访谈,运用ROST Content Mining软件进行内容分析,提取古镇慢旅游体验高频特征词,编码析出古镇慢旅游的特质要素及其情感效价。研究发现,古镇慢旅游的特质要素由文化空间、休憩场所、自然元素和人文意蕴四部分构成。文化空间的正向体验和负向体验均高于其他要素;自然元素的正向体验显著高于其负向体验。本文进一步从特质要素系统着手,提出通过凸显古镇地方性文化、加强内部环境治理、积极塑造人文精神等策略,推动古镇旅游持续发展。本文为推进古镇慢旅游发展战略提供理论支持和实践指导。
As a new type of ancient town tourism, slow tourism focuses on deep experience of tourists. This study extracted high-frequency words describing the tourist experiences based on indepth interviews, and used Rost Content Mining for content analysis to identify the characteristic elements of ancient town slow tourism. It was found that the characteristic elements of ancient town slow tourism consist of cultural space, area of relaxation, natural environment, and humanistic connotation. Moreover, the proportions of positive experience and negative experience of cultural space are higher than other elements, and the proportion of positive experience of natural environment is significantly higher than that of negative experience. These results may help ancient towns to promote the sustainable development of tourism through some strategic planning, including highlighting the local culture, strengthening internal environment management, and shaping the humanistic spirit.
As a new type of ancient town tourism, slow tourism focuses on deep experience of tourists. This study extracted high-frequency words describing the tourist experiences based on indepth interviews, and used Rost Content Mining for content analysis to identify the characteristic elements of ancient town slow tourism. It was found that the characteristic elements of ancient town slow tourism consist of cultural space, area of relaxation, natural environment, and humanistic connotation. Moreover, the proportions of positive experience and negative experience of cultural space are higher than other elements, and the proportion of positive experience of natural environment is significantly higher than that of negative experience. These results may help ancient towns to promote the sustainable development of tourism through some strategic planning, including highlighting the local culture, strengthening internal environment management, and shaping the humanistic spirit.
引文
[1]张冬婷,邱扶东.国内外古镇旅游研究综述[J].旅游学刊, 2011,26(3):86-92.[Zhang D T, Qiu F D. A review of tourism research in ancient towns at home and abroad[J]. Tourism Tribune, 2011, 26(3):86-92.]
[2]左冰,保继刚.从“社区参与”走向“社区增权”:西方“旅游增权”理论研究述评[J].旅游学刊, 2008, 23(4):58-63.[Zuo B, Bao J G. From“community participation”to“community empower?ment”:A review of western“tourism empowerment”theory[J].Tourism Tribune, 2008, 23(4):58-63.]
[3]王纯阳,黄福才.从“社区参与”走向“社区增权”:开平碉楼与村落为例[J].人文地理, 2013, 28(1):141-149.[Wang C Y, Huang F C. From“community participation”to“community empower?ment”:A case study of Kaiping Diaolou and Villages[J]. Human Geography, 2013, 28(1):141-149.]
[4]胡旺盛,谭晓琳,潘理权.古镇旅游真实性感知对游客行为意向影响研究:以安徽三河古镇为例[J].财贸研究, 2014,(6):138-144.[Hu W S, Tan X L, Pan L Q. Study on the impact of tourism authenticity perception on tourists’behavior intention in ancient towns:A case study of Sanhe ancient town in Anhui Province[J].Financial and Trade Research, 2014,(6):138-144.]
[5]丁风芹,姜洪涛,侯松岩,等.中国传统古村镇游客重游意愿的影响因素及作用机理研究:以周庄为例[J].人文地理, 2015, 30(6):146-152.[Ding F Q, Jiang H T, Hou S Y, et al. Study on the influencing factors and mechanism of tourists’willingness to revis?it in traditional Chinese villages and towns:A case study of Zhou?zhuang[J]. Human Geography, 2015, 30(6):146-152.]
[6]吕勤,黄敏.国内古镇旅游研究综述[J].北京第二外国语学院学报, 2012,(1):6-14.[Lv Q, Huang M. A summary of domestic re?search on ancient town tourism[J]. Journal of Beijing International Studies University, 2012,(1):6-14.]
[7]张宏,侯国林,黄震方,等.古镇旅游地废弃物的环境影响研究:以不同生命周期阶段周庄、锦溪、千灯为例[J].地理科学,2015, 35(11):1419-1428.[Zhang H, Hou G L, Huang Z F, et al.Study on the environmental impact of waste in ancient town tourist sites:Take Zhouzhuang, Jinxi and Qiandeng for example in differ?ent life cycle stages[J]. Scientia Geographica Sinica, 2015, 35(11):1419-1428.]
[8]孙九霞.传统村落:理论内涵与发展路径[J].旅游学刊, 2017, 32(1):1-3.[Sun J X. Traditional villages:Theoretical connotation and development path[J]. Tourism Tribune, 2017, 32(1):1-3.]
[9]李君轶,唐佳,张高军.慢游:概念、特征及动因[J].思想战线,2012, 38(6):118-122.[Li J Y, Tang J, Zhang G J. Slow travel:Concept, characteristics and motivation[J]. Thinking, 2012, 38(6):118-122.]
[10]张旗.慢旅游视角下的游客体验空间研究[J].广西社会科学,2015,(3):75-79.[Zhang Q. Research on tourist experience space from the perspective of slow tourism[J]. Guangxi Social Science,2015,(3):75-79.]
[11]诸汉涛,赵冲.慢旅游理念下的传统村镇失落空间优化研究[J].中外建筑, 2016,(12):45-48.[Zhu H T, Zhao C. Study on the lost space optimization of traditional villages and towns under the con?cept of slow tourism[J]. Chinese and Overseas Architecture, 2016,(12):45-48.]
[12]黄华,朱喜钢,赵宁曦.慢城、慢旅游及其旅游规划运用[J].浙江农业科学, 2013, 1(6):741-744.[Huang H, Zhu X G, Zhao N X.Slow city, slow tourism and its application in tourism planning[J].Journal of Zhejiang Agricultural Sciences, 2013, 1(6):741-744.]
[13]苏芳,黄江明.质性研究设计与写作的若干策略:“中国企业管理案例与质性研究论坛(2012)”会议综述[J].管理世界, 2013,(2):136-140.[Su F, Huang J M. Several strategies for qualitative research design and writing:“China Business Management Case and Qualitative Research Forum(2012)”[J]. Management World,2013,(2):136-140.]
[14] Zaltman G, Coulter R H. Seeing the voice of the customer:Meta?phor-based advertising research[J]. Journal of Advertising Re?search, 1995, 35(4):35-51.
[15]潘莉,张梦,张毓峰.地方依恋元素和强度分析:基于青年游客的质性研究[J].旅游科学, 2014, 28(2):23-34.[Pan L, Zhang M,Zhang Y F. An analysis on elements and intensity of place attach?ment:Based on a qualitative study of Yong tourists[J]. Tourism Sci?ence, 2014, 28(2):23-34.]
[16]何振,许霞.古镇游客旅游动机量表编制及结构探讨[J].乐山师范学院学报, 2015, 30(8):42-48.[He Z, Xu X, Tourist motivation scale of ancient town[J]. Journal of Leshan Normal University,2015, 30(8):42-48.]
[17]薛婧.旅游怀旧及其影响因素研究[D].重庆:西南大学, 2012.[Xue J. Tourism Nostalgia and Its Influencing Factors[D].Chongq?ing:Southwest University, 2012.]
[18]董培海,李伟.旅游、现代性与怀旧:旅游社会学的理论探索[J].旅游学刊, 2013, 28(4):111-120.[Dong P H, Li W. Tourism, mo?dernity and nostalgia:Theoretical exploration of sociology of tour?ism[J]. Tourism Tribune, 2013, 28(4):111-120.]
[19]张骏,卢凤萍,古风.慢城旅游吸引力系统的内涵与构建[J].城市问题, 2011,(9):26-31.[Zhang J, Lu F P, Gu F. Connotation and construction of tourism attraction system in slow city[J]. Urban Problems, 2011,(9):26-31.]
[20]王媛,许鑫,冯学钢,等.基于文本挖掘的古镇旅游形象感知研究:以朱家角为例[J].旅游科学, 2013, 27(5):86-95.[Wang Y,Xu X, Feng X G, et al. Research on tourists’perceived image of ancient town using web text mining methods:A case study of Zhu?jiajiao[J]. Tourism Science, 2013, 27(5):86-95.]
[21]侯兵,黄震方,徐海军.文化旅游的空间形态研究:基于文化空间的综述与启示[J].旅游学刊, 2011, 26(3):70-77.[Hou B,Huang Z F, Xu H J. Research on spatial form of cultural tourism:A summary and enlightenment based on cultural space[J]. Tourism Tribune, 2011, 26(3):70-77.]
[22]张位中.国内古城镇旅游可持续发展理论模式研究:基于文化空间与场所精神理论[J].城市发展研究, 2014, 21(10):13-16.[Zhang W Z. The ancient town tourism development research based on the cultural space and the place spirit[J]. Urban Studies,2014, 21(10):13-16.]
[23] Lorenzini E, Calzati V, Giudici P. Territorial brands for tourism de?velopment:A statistical analysis on the Marche region[J]. Annals of Tourism Research, 2011, 38(2):540-560.
[2]左冰,保继刚.从“社区参与”走向“社区增权”:西方“旅游增权”理论研究述评[J].旅游学刊, 2008, 23(4):58-63.[Zuo B, Bao J G. From“community participation”to“community empower?ment”:A review of western“tourism empowerment”theory[J].Tourism Tribune, 2008, 23(4):58-63.]
[3]王纯阳,黄福才.从“社区参与”走向“社区增权”:开平碉楼与村落为例[J].人文地理, 2013, 28(1):141-149.[Wang C Y, Huang F C. From“community participation”to“community empower?ment”:A case study of Kaiping Diaolou and Villages[J]. Human Geography, 2013, 28(1):141-149.]
[4]胡旺盛,谭晓琳,潘理权.古镇旅游真实性感知对游客行为意向影响研究:以安徽三河古镇为例[J].财贸研究, 2014,(6):138-144.[Hu W S, Tan X L, Pan L Q. Study on the impact of tourism authenticity perception on tourists’behavior intention in ancient towns:A case study of Sanhe ancient town in Anhui Province[J].Financial and Trade Research, 2014,(6):138-144.]
[5]丁风芹,姜洪涛,侯松岩,等.中国传统古村镇游客重游意愿的影响因素及作用机理研究:以周庄为例[J].人文地理, 2015, 30(6):146-152.[Ding F Q, Jiang H T, Hou S Y, et al. Study on the influencing factors and mechanism of tourists’willingness to revis?it in traditional Chinese villages and towns:A case study of Zhou?zhuang[J]. Human Geography, 2015, 30(6):146-152.]
[6]吕勤,黄敏.国内古镇旅游研究综述[J].北京第二外国语学院学报, 2012,(1):6-14.[Lv Q, Huang M. A summary of domestic re?search on ancient town tourism[J]. Journal of Beijing International Studies University, 2012,(1):6-14.]
[7]张宏,侯国林,黄震方,等.古镇旅游地废弃物的环境影响研究:以不同生命周期阶段周庄、锦溪、千灯为例[J].地理科学,2015, 35(11):1419-1428.[Zhang H, Hou G L, Huang Z F, et al.Study on the environmental impact of waste in ancient town tourist sites:Take Zhouzhuang, Jinxi and Qiandeng for example in differ?ent life cycle stages[J]. Scientia Geographica Sinica, 2015, 35(11):1419-1428.]
[8]孙九霞.传统村落:理论内涵与发展路径[J].旅游学刊, 2017, 32(1):1-3.[Sun J X. Traditional villages:Theoretical connotation and development path[J]. Tourism Tribune, 2017, 32(1):1-3.]
[9]李君轶,唐佳,张高军.慢游:概念、特征及动因[J].思想战线,2012, 38(6):118-122.[Li J Y, Tang J, Zhang G J. Slow travel:Concept, characteristics and motivation[J]. Thinking, 2012, 38(6):118-122.]
[10]张旗.慢旅游视角下的游客体验空间研究[J].广西社会科学,2015,(3):75-79.[Zhang Q. Research on tourist experience space from the perspective of slow tourism[J]. Guangxi Social Science,2015,(3):75-79.]
[11]诸汉涛,赵冲.慢旅游理念下的传统村镇失落空间优化研究[J].中外建筑, 2016,(12):45-48.[Zhu H T, Zhao C. Study on the lost space optimization of traditional villages and towns under the con?cept of slow tourism[J]. Chinese and Overseas Architecture, 2016,(12):45-48.]
[12]黄华,朱喜钢,赵宁曦.慢城、慢旅游及其旅游规划运用[J].浙江农业科学, 2013, 1(6):741-744.[Huang H, Zhu X G, Zhao N X.Slow city, slow tourism and its application in tourism planning[J].Journal of Zhejiang Agricultural Sciences, 2013, 1(6):741-744.]
[13]苏芳,黄江明.质性研究设计与写作的若干策略:“中国企业管理案例与质性研究论坛(2012)”会议综述[J].管理世界, 2013,(2):136-140.[Su F, Huang J M. Several strategies for qualitative research design and writing:“China Business Management Case and Qualitative Research Forum(2012)”[J]. Management World,2013,(2):136-140.]
[14] Zaltman G, Coulter R H. Seeing the voice of the customer:Meta?phor-based advertising research[J]. Journal of Advertising Re?search, 1995, 35(4):35-51.
[15]潘莉,张梦,张毓峰.地方依恋元素和强度分析:基于青年游客的质性研究[J].旅游科学, 2014, 28(2):23-34.[Pan L, Zhang M,Zhang Y F. An analysis on elements and intensity of place attach?ment:Based on a qualitative study of Yong tourists[J]. Tourism Sci?ence, 2014, 28(2):23-34.]
[16]何振,许霞.古镇游客旅游动机量表编制及结构探讨[J].乐山师范学院学报, 2015, 30(8):42-48.[He Z, Xu X, Tourist motivation scale of ancient town[J]. Journal of Leshan Normal University,2015, 30(8):42-48.]
[17]薛婧.旅游怀旧及其影响因素研究[D].重庆:西南大学, 2012.[Xue J. Tourism Nostalgia and Its Influencing Factors[D].Chongq?ing:Southwest University, 2012.]
[18]董培海,李伟.旅游、现代性与怀旧:旅游社会学的理论探索[J].旅游学刊, 2013, 28(4):111-120.[Dong P H, Li W. Tourism, mo?dernity and nostalgia:Theoretical exploration of sociology of tour?ism[J]. Tourism Tribune, 2013, 28(4):111-120.]
[19]张骏,卢凤萍,古风.慢城旅游吸引力系统的内涵与构建[J].城市问题, 2011,(9):26-31.[Zhang J, Lu F P, Gu F. Connotation and construction of tourism attraction system in slow city[J]. Urban Problems, 2011,(9):26-31.]
[20]王媛,许鑫,冯学钢,等.基于文本挖掘的古镇旅游形象感知研究:以朱家角为例[J].旅游科学, 2013, 27(5):86-95.[Wang Y,Xu X, Feng X G, et al. Research on tourists’perceived image of ancient town using web text mining methods:A case study of Zhu?jiajiao[J]. Tourism Science, 2013, 27(5):86-95.]
[21]侯兵,黄震方,徐海军.文化旅游的空间形态研究:基于文化空间的综述与启示[J].旅游学刊, 2011, 26(3):70-77.[Hou B,Huang Z F, Xu H J. Research on spatial form of cultural tourism:A summary and enlightenment based on cultural space[J]. Tourism Tribune, 2011, 26(3):70-77.]
[22]张位中.国内古城镇旅游可持续发展理论模式研究:基于文化空间与场所精神理论[J].城市发展研究, 2014, 21(10):13-16.[Zhang W Z. The ancient town tourism development research based on the cultural space and the place spirit[J]. Urban Studies,2014, 21(10):13-16.]
[23] Lorenzini E, Calzati V, Giudici P. Territorial brands for tourism de?velopment:A statistical analysis on the Marche region[J]. Annals of Tourism Research, 2011, 38(2):540-560.