书法景观在景区旅游意象构建中的作用研究——以西安碑林为例

THE RESEARCH ON THE ROLES OF CALLIGRAPHIC LANDSCAPE IN THE CONSTRUCTION OF TOURIST IMAGE——A Case Study in Forest of Steles,Xi'an

书法景观作为重要的文化景观,为游客提供多重信息,对游客感知和行为产生重要影响。纵观书法景观和旅游意象研究,尚不存在书法景观应用性价值研究及景观元素对目的地旅游意象构建作用的实证研究。本文以西安碑林为例,通过对书法景观功能维度进行划分,构建结构方程模型,探讨书法景观在景区旅游意象构建中的作用,为未来旅游规划和发展提供建设性指导。研究表明书法景观在旅游意象构建中发挥了积极作用,且不同的书法景观功能维度(审美体验功能、地方认同功能、行为导向功能)对景区旅游意象构建中的作用方式及强度不同。

Calligraphy is not only a symbol of Chinese culture,but also one of cultural landscape symbols in constructing national identity with its long history,diverse forms,abundant connotation and close relationship with human life.For its considerable aesthetic,historical and cultural value,calligraphy plays an important role in modern tourism industry.Calligraphic landscape,as one of important cultural landscapes,which provides much information for tourists,has a major impact on the perception and behavior of visitors.The proposition of the concept of calligraphic landscape makes it possible that the research of calligraphic geography has material carrier and definite object from geographic perspective.Since 1970s,tourism image research has developed rapidly including two research directions： conceptual research and application research,but there is almost no research about the impact of landscape elements on overall destination tourism image.In this paper,we take Xi＇an Beilin Museum for an example to study the relationship between tourism image and calligraphic landscape.Firstly,based on the brief summary of calligraphic landscape,combining the method of factor analysis,calligraphy landscape is divided into three dimensions from the function point of view： the dimension of aesthetic experience function,the dimension of local identity function,and the dimension of behavior oriented function.Secondly,by establishing a structural equation model,the role of calligraphic landscape in constructing tourism image has been researched,hoping to help in the future development of tourism and in tourism planning.The result shows that calligraphic landscape has a positive role on tourism image development.However,different dimensions of calligraphic landscape features have different ways in their functions and also different strength.The dimension of calligraphic landscapes local identity functions role to emotion image is significant,however,the effect on perception/ cognitive image is not very significant.