江南文化古镇居民旅游影响感知及其形成机理——以同里为例

TOURISM IMPACT PERCEPTION OF RESIDENTS IN JIANGNAN ANCIENT TOWN AND ITS FORMATION MECHANISM: A CASE STUDY OF TONGLI

本文以江南文化古镇同里为例,借助质性访谈与问卷调查探讨古镇居民对旅游影响的感知。结果表明:同里古镇居民对当地旅游发展存有正面和负面双重感知,主要体现在经济、社会、文化、环境等各个方面;具体感知维度可分为"原真性削弱与环境恶化"、"经济获益和生活改善"、"成本增加和分配不公"、"社会失序"、"地方认同与思想更新"、"文化传承和形象提升",整体上积极感知强于消极感知,但对地方旅游发展引发的负面效应感知日益增强;由此,从直接经验、社会互动以及媒体影响3个层面对古镇居民旅游影响感知形成机理进行深入剖析,并据此提出相应建议和对策。

Community residents are important stakeholders for sightseeing places, whose perception on tourism impact is one of the main contents of man-land relationship study in tourism geography. Taking Tongli as an example, combining with qualitative interviews and questionnaire surveys to explore the residents＇ perception of tourism impact, the results showed that：（1）The residents have both positive perception and negative perception for tourism impact, which mainly reflected in many aspects, such as economy, society, culture and environment.（2）Their perceptions can be divided into six dimensions, these are ＂authenticity weakening and environmental deterioration＂, ＂economic benefits and living condition improvement＂, ＂cost raising and unfair distribution＂, ＂social disorder＂, ＂place identity and ideology update＂, ＂cultural inheritance and image promotion＂.（3）Based on the theory of social representations, this paper finds that personal base perception and individual behavior as well as group awareness and group behavior interact with each other.（4）The government and the scenic managers should carry through the idea of ＂people-oriented＂ in the tourism planning, and highlight humanistic care for residents in the whole process of tourism development. All that be done will promote the positive attitude for tourism development. It can also enhance the support of community residents and improve the subject and object relationship between residents and tourists, and finally promote the sustainable development of sightseeing places.