基于游客的乡愁文化元素认知影响因素研究——以徽州地区为例

Influencing factors of tourists’ cognition of local nostalgic cultural elements: Take Huizhou region as a case study

地方失忆危机背景下,"留住乡愁"理念下的新型城镇化发展模式探讨成为学界关注的重点。地理学领域,旅游发展被认为是"留住乡愁"的有效途径。然而,目前相关研究多是定性描述及逻辑推演,相关的案例分析、定量研究较少。基于此,本文以徽州地区为例,立足"留住乡愁"旅游发展的基础-乡愁文化资源的挖掘,通过构建游客视角下的乡愁文化元素体系,借助认知测度分析、Logistic回归模型等,对游客视角下的乡愁文化元素认知影响因素进行研究。研究表明,游客对旅游地乡愁文化元素的总体认知程度较高,但个体间存在较大差别;具体维度上,游客对旅游地建筑风貌格局的认知程度较高,其次是自然景观映像以及乡土故事人物,认知程度最低的是地方节庆展演;影响游客乡愁文化元素认知水平的因素主要有年龄、到访次数、休闲体验动机、购物动机,这四个因素对游客乡愁文化元素认知水平的影响为休闲体验动机>到访次数>年龄>购物动机。其中,休闲体验动机、到访次数、年龄对乡愁文化元素的认知程度起显著正向影响作用,购物动机对乡愁文化元素的认知程度起显著负向影响作用。本研究对于回应学界关于旅游发展作为"留住乡愁"理念下新型城镇化模式的论断、拓宽文化旅游资源内涵、指导地方细分客源市场进行乡愁文化元素挖掘有一定的理论意义和参考价值。

The crisis of memory disappearing of local culture has made the development model aimed at"retaining homesickness"become the focus of academia.The function of both protection and activation of local culture has made tourism development an effective way to"keep homesickness"in the field of geography.In recent years,tourist destinations featured with regional nostalgic culture(especially the ancient cities,the traditional villages and the rural areas)have attracted many tourists and developed rapidly.However,the theoretical research on the local nostalgic cultural resources in China lags far behind the practice.At present,there are only a few studies on qualitative description and logical deduction in the academic debate,and case analysis or quantitative research on developing tourism to"keep homesickness"is scarce,which is not conducive to the exploration of the regional nostalgic cultural resources and the tourist destination construction of"retaining nostalgia".Under this background,this paper tries to bridge the gap.Taking Huizhou region as a case study,we examined the influencing factors of tourists’cognition of local nostalgic cultural elements with the aid of cognitive measure analysis,Logistic regression model,etc.During the process,local nostalgic culture elements system was built.This paper reveals that the overall cognition degree of tourists’cultural elements is high,however,there is a big difference between them.Tourists have a higher awareness of the local architecture of the tourist destinations,followed by the natural landscape and local story,while with the lowest cognition of local festivals.The factors that influence the tourists’cognitive level of local nostalgic cultural elements mainly include tourists’age,visiting frequency,the motivation of leisure,and the motivation of shopping.The influence of these four factors on the tourists’cognitive level of local nostalgic cultural elements is the motivation of leisure>visiting frequency>age>the motivation of shopping.Among them,the motivation of leisure,visiting frequency,and age have significantly positive influence on tourists’cognition,while the motivation of shopping has significant negative effects.This study has certain theoretical significance and reference value in response to the academic community’s assertion that tourism development is a new urbanization model under the concept of"retaining homesickness",broadening the connotation of cultural tourism resources and guiding the exploration of local nostalgic cultural elements through the market segmentation.