基于意象理论的古村落旅游形象塑造研究——以抚顺新宾赫图阿拉古村落为例

A Study on the Tourism Image Creation of Ancient Village Based on Imagery Theory——A Case Study of the Ancient Village of Hutuala in Fushun

随着意象理论的发展及其在旅游业中影响的日益扩大,研究和探讨意象理论指导下古村落旅游形象的塑造问题具有重要的理论与实践意义。赫图阿拉古村落的意象可分为空间意象、物态意象和行为意象三个层面,它们既是古村落文化不同的彰显载体和表现形式,也在吸引和招徕旅游者过程中具有不同的作用和功能。只有通过提炼文化特色定位村落旅游形象、改善环境设施恢复村落建筑形象、明确街区规划提升村落空间形象、遵循人本原则建构村落行为形象等途径和方法,才能实现赫图阿拉文化保护与旅游开发的双赢,进而实现古村落旅游的持续与健康发展。

As important destinations of cultural tourism, the tour images of ancient villages have the direct influence on tour ism.From the perspective of imagery theory,there is a new attempt to explore the image of ancient village tourism. Firstly, the paper start swith the rise of imagery theory, and discusses the basic content of imagery theory, including its connotation, composition, and application . The paper also analyzes the influence of the theory on the spatial structure and image orientation of tourist destinations, as well as tourists behavioral decisions and local attachments. Secondly , based on the above theories, the composition of ancient villages in Hetuala is explained from three aspects: space, state of matter, and behavioral images. The above three aspects are combined to analyze and evaluate tourists visits to Hetuala. Finally, fromthe perspective of imagery theory, it is found that Hetuala should aim at positioning the tourism image, restoring the architectural image, enhancing the spatial image, and constructing the behavioral image. This is the way to achieve a win-win situation for cultural protection and tourism development to guarantee the healthy and sustainable development of ancient village tourism.