历史城镇类旅游地居民交往偏好分化及测度——以周庄为例

On the Stratification and Measurement of Residents' Preferences of Tourist Destinations in the Category of Historic Towns——A Case of Zhouzhuang

本文针对以往研究中将旅游者多个特征属性简单叠加还原调查对象的不足,使用结合分析(conjoint analysis)的方法,基于行业与居住区域的差异,研究旅游商业化背景下当地居民内部分化及其对旅游者的偏好,探究主客关系的现状与趋势。研究表明,旅游商业化极大地强化了东道主社区内部的分化,旅游从业者的旅游者属性偏好同经济收益正相关,非旅游从业者更看重旅游者属性的社会、文化含义。验证了旅游(活动)中心与居民住所之间的距离对交往偏好影响较小,从属于职业因素。最后,归纳了旅游主客交往中的一对基本矛盾,并提出在缺乏合理规划的旅游商业化情境下,非旅游业者更容易演化为主客关系恶化的推力。

The paper, using a method of conjoint analysis, studies the local residents＇ inner stratification and their preferences of tourists, explores the current state and trend of the relationship between the hosts and guests based on the difference of industries and residential areas. The study indicates that tourism commercialization greatly intensifies the inner stratification of host community. Tourist practitioners attribute preferences are related to their economic income while non-tourist practitioners lay more stress on the social and cultural implication of tourists＇ attribute. The paper tests that the distance between tourist centers and residences exerts low influence on their preference for interaction, subject to their occupations. Finally, the authors induce a pair of basic contradictions in the process of the interaction between hosts and guests. The paper proposes that under the circumstances of tourism commercialization that lacks rational planning, non-tourist practitioners are more likely to turn into a thurst that leads to hostile relationship between hosts and guests.