基于内容分析法的黑色旅游地感知形象研究——以四川北川老县城地震遗址为例

Research on the Perceived Image of Dark Tourism Destination Based on the Content Analysis:A Case Study of Old Town of Beichuan,Sichuan

黑色旅游具有特殊性和敏感性特征,是近年来国内外旅游业界和学界讨论的焦点。以四川北川老县城地震遗址为样本,运用内容分析法对旅游者的游记和评论进行分析,探索游客对于黑色旅游地的感知形象。研究表明:(1)黑色旅游地多与死亡或灾难相关,其景观和氛围有别于一般旅游目的地。(2)黑色旅游地带给旅游者以情感体验为主,这种情感是复杂的、痛苦的,回归到现实世界中上升为旅游者对生存价值意义的感知和思考,对自身现世幸福的安慰和珍惜。(3)黑色旅游地成为社会公众纪念和缅怀逝者、表达对待死亡态度的地方,平衡了社会对死亡漠视和个体对死亡关注的矛盾。

Dark tourism has the characteristics of specificity and sensitivity, is the focus of domestic and international tourism industry and academic discussion in recent years. In this paper, the earthquake sites in old town of Beichuan, Sichuan Province as a sample, using the content analysis method on tourists travel notes and comments to explore the perceived image of dark tourism destination. Results show that： （1） Dark tourism destination is related to death or disaster, which landscape and atmosphere are different from the general tourist destination. （2） Dark tourism destination mainly brings emotional experience to tourists. This kind of emotion is complicated and painful, and returns to real world rise to the perception and thinking of survival value, comfort and cherish of happiness for tourists. （3） Dark tourism destination becomes the place to commemorate the dead and express attitude towards death for social public, has balanced the contradiction between the society disregard and individual concern to the death.