旅游者文化感知、文化认同与地方认同关系研究——以古徽州旅游目的地为例

Relationship Between Tourists’Cultural Perception,Cultural Identity and Local Identity

旅游者通过文化感知形成文化认同与地方认同,是地方文化实现经济功能和社会效益的重要推力。旅游者的文化感知、文化认同与地方认同的关系研究能够为旅游产品供给、旅游业发展提供引导。以古徽州旅游目的地为例,构建旅游者文化感知、文化认同与地方认同结构方程模型,探究3者之间的影响关系。结果表明:文化感知可分为物质、制度和精神文化感知3个维度,良好的文化感知能够促进旅游者对文化的倾向性共识与认同,增强对地方的依恋感与归属感。同时,文化认同中介文化感知对地方认同的影响。基于此,提出了打造旅游目的地地区文化品牌、增加旅游供给数量、提升旅游供给质量,增强旅游者的文化敏感度、文化感知广度与效度、文化认同度的对策建议。旨在丰富地方文化旅游研究内容。

The local identity by tourists through cultural perception is an important driving force for culture to achieve economic functions and social benefits.The study of the relationship between tourists’cultural perception,cultural identity and local identity can provide guidance for the supply of tourism products and the high-quality development of tourism.Taking the ancient Huizhou tourist destination as an example,this paper constructs a structural equation model of tourists’cultural perception,cultural identity and local identity,and explores the influence relationship between tourists’cultural perception,cultural identity and local identity.Studies have shown that tourists’cultural perception can be divided into three dimensions:material,institutional and spiritual cultural perception,and good cultural perception can promote tourists’consensus and identification with cultural tendencies;enhance their sense of attachment and belonging to places,and at the same time,the influence of cultural perception on local identity is mediated by cultural identity.Based on this,it proposes countermeasures and suggestions for tourist destinations to build regional cultural brands,increase the quantity of tourism supply,strengthen the quality of tourism supply,and enhance the cultural sensitivity,perception breadth and validity,and recognition of tourists.