符号学视角下的旅游体验研究——西溪湿地的个案分析

A STUDY ON SEMIOTICS OF TOURIST EXPERIENCE——The Case Study of Xixi Wetland

本文以西溪湿地为例,将符号的解读和建构问题纳入到旅游体验中进行考察。在文献分析和实地调研的基础上,通过分层聚类、交互分析等方法,对西溪旅游者体验动机的符号感知、体验过程的符号解读以及体验质量的符号要素构建进行了实证分析。结果表明,休闲浪漫是旅游者对西溪的基本符号感知,不同符号类型旅游者人口社会属性和旅游行为存在结构差异,体验的质量也不尽相同;结合体验效果的符号要素相关性解读,不仅为研究旅游体验的本质提供了新的符号学理论视野,也为丰富和强化旅游体验提供了有效的操作途径。

This paper aims to the study of tourist experience from semiotics which is a new point of view in order to find some fundamentals in tourist experience. This paper summarizes the literatures of tourist experi- ence and tourism semiotics and the authors find that semiotics of tourism has not been fully probed into in oversea academia; while in China there is few literatures on tourism semiotics. Undoubtedly, studying signs and how symbols are read in tourist experience can make an innovating contribution to tourism theory studies. Tourist experience is essentially a process of symbolization activity. It can be concluded that tourist world is a world filled with all kinds of symbols; therefore, the tourists are encountering a lot of symbols on their trips. The authors point out that tourists＇ reading of the symbols is the leading activity in tourist experience and also the basic means. This paper, taking Xixi Wetland as an example, tries to explain tourists＇ experience from the interpretation and construction of semiotic. Xixi National Wetland Park is the first and only national wetland park in China, located at the west part ofHangzhou, Zhejiang province, a total of 10.64 square kilometers（26,300 acres）. The park is densely crisscrossed with six main watercourses, among which scatter various ponds, lakes and swamps. Based on literature analysis and field research, the authors analyzes semiotic perception of tourists＇ motivation, symbol interpretation in tourists＇ experience and the construction of symbol system in experience quality by using the method of correlation analysis, hierarchical clustering. The results indicate that leisure and romance are the basic perception of tourists＇ motivation towards Xixi Wetland. Travelers of diverse symbol types are structurally different from the aspects of social attributes and the travel behavior, thus their travel quality is various. In combination with analysis of semiotic factors to experience quantity, a new theoretical vision to study the nature of travel experience is provided, and an effective way to enrich and strengthen the travel experience is offered as well in this paper.