旅游凝视视角下当地人对惠安女形象的认知

Image of Hui’an Women’s in the Locals’ Cognition from Tourist Gaze

基于旅游凝视视角,借助质性分析软件MAXQDA12和扎根理论研究法,对实地考察所收集的当地人对惠安女形象的认知文本进行整理及编码,研究发现:当地人对惠安女形象的认知主要集中在惠安女的整体形象、民俗文化形象、内心情感形象3个主范畴;当地人建构的惠安女形象文化内涵缺失,对惠安女形象的文化认同感低,参与旅游积极性不足,民俗文化展示浅层化,旅游品牌效应不高等。为推进当地旅游,政府应积极挖掘旅游地的文化内涵,建构精品化的惠安女形象;增强当地人的文化认同,扩大惠安女的参与度;加大民俗文化的展示力度,发挥文化品牌的作用。

This paper made a study of the image of Hui an women in the perspective of tourist gaze based on the texts collected from the locals in the field survey,using qualitative analysis software MAXQDA 12 and grounded theory.It is found that the locals cognition of Hui an women focuses respectively on their overall image, the image reflected in the folk culture and their inner emotion.There is a lack of cultural connotation in the construction of Hui an women s image, low cultural identity by the local women, low local interest in tourist participation, weak presentation of the folk culture and poor effect of the brand.It is therefore proposed that the local government should make efforts to increase the cultural connotation of the brand attraction in a fine charming image of Hui an women, enhance the local cultural identity and the involvement of the local females, and explore effective ways to spread the local folk culture to give full play of the role of Hui an women as an effective tourist attraction.