留言簿话语分析:西藏旅游体验的书写与表白

Discourse Analysis in Visitor Books:Text Writing and Emotional Expression of Tibetan Tourism Experience

在借助经验材料展开的旅游体验研究中,保留在景区或其他接待场所、机构的游客或顾客留言簿,是一种非常独特的数据资源。相较于多数通则式的定量研究,针对游客留言簿所实施的定性研究往往依靠的是更具个案特征的文本材料。在西藏,游客书写留言簿的行为比其他地方更加突出、普遍,已然成为一种典型的现象,表征着入藏游客心理和行为的某些尚未得到深入理解和阐释的内在意义,甚至在某些特殊的场合已经作为一种独立的文本景观而存在。拉萨的玛吉阿米餐厅里的留言簿便是如此。本文以该餐厅内的留言簿为文本资料,运用定性研究方法,对游客书写的留言簿内容进行扎根理论分析,并得出以下结论:游客在留言簿上的书写行为是一种特定场域诱发的情感表白,其目的是为了表现独特的内心世界并重构内在自我与外部世界的关系。在此基础上,进一步识别出情感表白的要素,并厘清了各要素之间的关系,进而以抽象的形式还原旅游者情感表白发生的情境模型。本文所提出的理论命题和范畴,对旅游企业的经营管理有一定的启发,其现实意义在于,为了建立游客与旅游目的地的积极情感联结,旅游目的地应给予游客以满足其情感表白诉求的氛围、空间或情境载体。

In the studies of tourism experiences based on empirical materials,visitor books of visitors or customers retained in scenic spots or other places or institutions are kind of unique data resources.Compared with general quantitative research,qualitative research on them is often important material with more case-point characteristics.In Tibet,the behavior of scripting in visitor books is more prominent and common than in other places.It has become a typical phenomenon representing the inner meaning of human psychology and behaviors that have not been deeply understood and explained,even as an independent text landscape.Taking the visitor books in Lhasa MAKYE AME Restaurant as the text material,this paper used qualitative research method to analyze its content of lettered by tourists and drew the following conclusion:the scripting behavior of tourists is a kind of expression appeal induced by a specific field with a purpose to express the unique inner world and reconstruct the relationship between the inner self and the outside world.Through scripting,tourists take the initiative to deepen their Tibetan tourism experience into surreal works and materials.On this basis,this paper further identified the elements of tourism expression appeal,clarified the relationship between the elements,and then restored the situation model of tourists' expression appeal in an abstract form.The authors believe that the theoretical propositions and categories put forward in this paper have some inspiration for the management of tourism industries and its practical significance lies in that atmosphere,space or situational carrier should be offered with tourists to satisfy their expressive demands in order to establish the emotional connection between them and tourist destinations.