福建妈祖文化旅游节影响的居民感知及其形成机理研究

A Study of the Formation Mechanism of Residents' Perception on the Impacts of Mazu Cultural Tourism Festival in Fujian

妈祖信俗成功申遗对于妈祖文化的传承和湄洲岛的旅游发展等都起到了很大的推动作用。选取以世界非物质文化遗产——妈祖信俗为主要活动内容的妈祖文化旅游节为案例,基于问卷调查和深度访谈等方法,运用社会交换理论和社会表征理论,从定量和定性两个方面分析当地居民对该旅游节影响的感知差异及其形成机理。结果表明:居民主要是通过直接经验和社会互动形成对旅游节的认知,且其对该活动影响的积极感知占主导地位,对利益分配、土地利用等消极感知也表现明显。

Mazu Belief and Customs successfully declared as the list of world intangible cultural heritage, thus playing a huge role in the inheritance of Mazu Culture and tourism development of Meizhou Island. This article takes Mazu Cultural Tourism Festival as a case, which regards Mazu Belief and Customs--the World Intangible Cultural Heritage, as the main content, on the basis of questionnaire survey and deep interview, and the use of social exchange theory and social representation theory, analyses resi- dents＇ different perceptions on the impacts of the festival and its formation mechanism in qualitative and quantitative ways. This finding indicates that residents perceive the festival mainly through direct experience and social interaction, and their positive per- ceptions on the impacts of the festival is in dominant, while the negative impacts on fields such as benefit distribution and land uti- lization and something else are obvious as well. This article will be helpful for the government and related departments in impro- ving promotion of the festival and related activities, the establishment and implement of planning and policies such as its commu- nity empowerment, its participation of residents and its sustainable development, and so on.