基于地理特征的跨区域线性文化遗产旅游形象策略研究

Study on the Tourism Image Strategies of Cross-Regional Linear Cultural Heritage Based on Geographical Characteristics

跨区域线性文化遗产是一种特殊的旅游目的地,也是一种重要的旅游资源,但目前有关其旅游开发的形象策略少有专门研究。该文以世界文化遗产长安-天山廊道路网等线性文化遗产为例,基于多学科交叉视角,比较分析跨区域线性文化遗产不同于一般旅游目的地的地理特征:空间跨距大,呈点-轴式空间结构;文化景观变化多样,环境变迁复杂;整体体量大,游览所需时间长。并分析因此而产生的旅游形象问题:认知形象弱化,形象审美疲劳,存在内部形象竞争及形象的区际利益博弈。针对基于地理特征的形象问题,提出应采取增进文化认同、构建景观综合体与多层级形象体系、建立利益平衡机制等形象策略。

The cross-regional linear cultural heritage is a special tourist destination and an important tourism resource, which is rarely specialized in image strategies of tourism development. Based on the cross perspective of geography, tourism, culture, economics, etc. , taking the World Cultural Heritage of Changran-Tianshan Corridor Network and so on, as examples, this paper analyzes the geographical characteristics of cross-regional linear cultural heritage and the problems of its tourism image with comparative method. The problems of its tourism image are derived from its geographical characteristics. According to them, the tourism image strategies are put forward for tourism development of cross-regional linear cultural heritage. The geographic characteristics of cross-regional linear cultural heritage are different from that of a general tourist destination. It is a point-axis space structure and very big of geographical span. It is diverse of cultural landscape and complex of environment change. It is a big of resources volume and a long visiting time. The key problems of tourism image improvement of cross-regional linear cultural heritage include：the cognitive image weakening, the image aesthetic fatigue, the internal image competition and the interregional conflicts of image interests. The tourism strategies, such as strengthening cultural identity, structuring landscape complex, building multi-level image system and establishing the mechanism of benefit balance, should be taken to improve the tourism development of cross-regional linear cultural heritage.