基于媒体报道的历史街区旅游发展演化特征分析——以苏州平江历史街区为例

Investigating Evolution of Tourism Development in Historic Districts by Analyzing Media Reports:A Case Study of Pingjiang Historic District of Suzhou

以苏州平江历史街区为例,收集当地发行量最大的报纸媒体《苏州日报》、《姑苏晚报》和《城市商报》在1995-2013年间有关苏州平江历史街区的报道,通过描述性编码、解释性编码和主题提炼的定性内容分析的方法梳理了文本数据,并借助SPSS软件运用对应分析法研究了苏州平江历史街区旅游发展过程的演化特征。研究表明:平江历史街区作为较为典型的城市历史街区,其旅游发展过程经历了探讨阶段、整治阶段、旅游开发初级阶段和旅游深度开发阶段;整治阶段主要是对历史街区进行基础设施改造,确保历史街区内一定规模的原住民,提高街区内居民的生活条件;旅游形象和旅游产品的推广贯穿于历史街区旅游开发初级阶段和深度开发阶段;历史街区旅游发展是个循序渐进的过程,而文化挖掘则是历史街区旅游深度开发的核心。

Reports data on development of historic district-Suzhou Pingjiang Historic District-has been collected from the most important local newspapers, i.e. Suzhou Daily, Gusu Evening News, and Urban Commerce. 776 related reports from 1995 to 2013 have been identifying, analyzing and reporting by content analysis with three steps： descriptive coding, interpretive coding and overarching themes. Correspondence analysis by statistic software SPSS was employed to investigate evolution of tourism development of Suzhou Pingjiang Historic District. It finds that Suzhou Pingjiang Historic District underwent four tourism development stages： exploration, renovation, preliminary tourism development and further tourism development. In the renovation stage, it features the infrastructure improvement and keeping local residents staying within the district. Tourism marketing is the most important thing during tourism development period. It also indicates that tourism development in historic district is a gradual process and traditional culture should be paid much attention to when developing tourism in a further way.