基于网络文本的乡村旅游生态价值观内化及目的地发展研究

Internalization of Ecology Value and the Tourist Destination Development of Rural Tourism Based on Web Text

优良的生态环境是乡村旅游的核心吸引力。现阶段,乡村旅游目的地有凸显生态优势,促进生态文明建设发展的需要。通过对39家江苏四星级乡村旅游点游客网络文本的深入挖掘和分析,不但验证了乡村旅游目的地生态文明建设功能的有效性,而且可以发现旅游者通常依循感性认知、态度与意识生成、情感与行为转化的基本逻辑,实现生态价值观的内化。基于此,乡村旅游目的地理应成为生态环境的示范区和生态文明的教育区,通过自然和人文生态环境的打造,以及情感性、参与性旅游项目与活动的实施,营造起"田园即家园"的氛围,促进生态文明的发展,让旅游者实现真正的"回归"。

Good ecological environment is the core attraction of rural tourism. At present stage, Rural tourism destinations need to take the advantage of ecology and facilitating the ecological civilization construction. Web texts regarding to thirty-nine rural tourism spots at four star level in Jiangsu province are analyzed. The analysis verifies the validity of ecological civilization construction of rural tourism destinations and discovers that tourists usually internalize their ecological value according to their sense cognition, generation of attitude and awareness, and the basic logic supporting the transformation between feelings and behaviors. As a result, rural tourism destinations should be the demonstration zone of ecological environment protection and ecological civilization education. The destinations could build an air of idyllic home of countryside in building a natural and human ecological environment and holding emotionality tourism projects and events with tourist participation, in an effort to fuel the development of ecological civilization to help tourists ＂return＂ in true sense.