符号学视角下的内部地方品牌化探究——以西藏达东村为例
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摘要
以西藏达东村为例,运用符号学的研究方法,分析地方品牌开发者和村民对达东村地方符号的认知冲突以及这种冲突对村民地方认同的破坏。结果表明:地方品牌开发者以达东村的自然属性为主体,而村民则以达东村文化属性为主体,二者对达东村地方符号不同的解读导致达东村村民感知地方认同丧失,主要表现在可区别性丧失、感知地方认同延续的丧失、自尊和自我效能感的降低等方面。研究为平衡地方品牌开发过程中群体间利益关系提供了理论依据,从而有助于促进形成可持续性的地方品牌。
Taking Dadong Village of Tibet as an example, the paper followed a semiotic study to analyze the cognitive conflict between place brand developers and Dadong residents, and its negative effect to residents' place identity. As a result, Dadong Village's place brand developers take Dadong's natural attribute as the developing entity; while the Dadong residents take Dadong's cultural attribute as the entity. The conflict interpretation directly causes Dadong residents' perceived place identity loss, including the loss of sense of distinctiveness, continuity of place identity, self-esteem and self-efficacy. The paper provides the theoretical foundation in balancing intergroup benefit in a place brand developing process, thus contributes to form the sustainable place brand.
Taking Dadong Village of Tibet as an example, the paper followed a semiotic study to analyze the cognitive conflict between place brand developers and Dadong residents, and its negative effect to residents' place identity. As a result, Dadong Village's place brand developers take Dadong's natural attribute as the developing entity; while the Dadong residents take Dadong's cultural attribute as the entity. The conflict interpretation directly causes Dadong residents' perceived place identity loss, including the loss of sense of distinctiveness, continuity of place identity, self-esteem and self-efficacy. The paper provides the theoretical foundation in balancing intergroup benefit in a place brand developing process, thus contributes to form the sustainable place brand.
引文
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[24] 王升远.东方内部的东方主义:悖论与病理——以村上知行的“北京文人论”为释例[J].上海师范大学学报(哲学社会科学版),2011,40(4):127-136.
[25] 孙九霞,黄秀波,王学基.旅游地特色街区的“非地方化”:制度脱嵌视角的解释[J].旅游学刊,2017,32(9):24-33.
[2] MUELLER A,SCHADE M.Symbols and Place Identity[J].Journal of Place Management & Development,2012,5(1):81-92.
[3] KALANDIDES A.The Problem with Spatial Identity:Revisiting the “Sense of Place”[J].Journal of Place Management & Development,2011,4(1):28-39.
[4] 王庆生,张亚州.文化旅游目的地可持续发展竞争力评价研究——天津“五大道”案例[J].地域研究与开发,2017,36(2):83-88.
[5] CASTILLO-VILLAR F R.Urban Icons and City Branding Development[J].Journal of Place Management & Development,2016,9(3):255-268.
[6] 宋欢,喻学才.城市旅游意象的解构与重构——兼论旅游形象与旅游意象的异同[J].地域研究与开发,2017,36(1):91-96.
[7] KAVARATZIS M.From City Marketing to City Branding:Towards A Theoretical Framework for Developing City Brands[J].Place Branding,2004,1(1):58-73.
[8] TRUEMAN M,KLEMM M,GIROUD A.Can A City Communicate?Bradford as A Corporate Brand[J].Corporate Communications:An International Journal,2004,9(4):317-330.
[9] TUAN Y F.Space and Place:The Perspective of Experience[M].Minneapolis,M.N.:Univ. of Minnesota Press,2001.
[10] 朱竑,刘博.地方感、地方依恋与地方认同等概念的辨析及研究启示[J].华南师范大学学报(自然科学版),2011(1):1-8.
[11] URRY J.Consuming Places[J].Transactions of the Institute of British Geographers,1995,21(2):62-73.
[12] 李志飞,聂心怡.文化旅游地集体记忆对游客地方依恋的作用机理——以乌镇、平遥古城和凤凰古城为例[J].地域研究与开发,2018,37(3):97-102.
[13] 赵毅衡.符号学:原理与推演[M].南京:南京大学出版社,2016:50-76.
[14] ZHANG X,SHENG J.A Peircean Semiotic Interpretation of A Social Sign[J].Annals of Tourism Research,2017,64:163-173.
[15] 谢彦君.旅游体验研究[M].北京:中国旅游出版社,2010:35-67.
[16] ECHTNER C M,RYAN C,FAULKNER B.The Semiotic Paradigm: Implications for Tourism Research[J].Tourism Management,1999,20(1):47-57.
[17] 彭丹.旅游迷思研究述评[J].旅游学刊,2015,30(9):119-126.
[18] TWIGGER-ROSS C L,UZZELL D L.Place and Identity Processes[J].Journal of Environmental Psychology,1996,16(3):205-220.
[19] BUTA N,HOLLAND S M,KAPLANIDOU K.Local Communities and Protected Areas:The Mediating Role of Place Attachment for Pro-environmental Civic Engagement[J].Journal of Outdoor Recreation & Tourism,2014,5(6):1-10.
[20] WRAITH M J.Topophilia:A Study of Environmental Perception,Attitudes and Values[J].Leonardo,1975,9(2):313.
[21] 余意峰,徐曼玉,赵欣.民族旅游地居民文化原真性感知对地方依恋的影响——以湖北省恩施土家族苗族自治州为例[J].地域研究与开发,2017,36(2):74-77.
[22] MONTERRUBIO C.The Impact of Spring Break Behaviour:An Integrated Threat Theory Analysis of Residents’ Prejudice[J].Tourism Management,2016,54(3):418-427.
[23] 桑森垚.基于拉萨藏族居民对游客消极态度的整合威胁分析[J].西藏研究,2017(6):60-71.
[24] 王升远.东方内部的东方主义:悖论与病理——以村上知行的“北京文人论”为释例[J].上海师范大学学报(哲学社会科学版),2011,40(4):127-136.
[25] 孙九霞,黄秀波,王学基.旅游地特色街区的“非地方化”:制度脱嵌视角的解释[J].旅游学刊,2017,32(9):24-33.