生态旅游文化话语研究——以安徽省为例

A Cultural Approach to the Discourse Studies of Ecotourism Development:Taking Anhui Province as an Example

在安徽生态旅游发展过程中,政府话语占主导地位,在话语意识形态上过分注重地方经济发展。政府话语深刻影响着市场其他主客体的话语行为。企业和各种媒体成为生态旅游绿色伪装和绿色推销的践行者,推动了安徽生态旅游向大众化旅游的发展。话语议题研究揭示:在大部分话语实践里,生态旅游业实质上被视为促进地方经济发展、改善居民生活条件的产业,被贴上数字化的标签来加以衡量。政府应该转变生态旅游发展理念,重视生态旅游发展的质量,使生态旅游能更好地促进自然和原生态文化的保护,更加有利于当地居民和生态游客身心的健康发展。

During the development of the ecotourism in Anhui province,the governmental discourse agents who prioritize the local economic development ideologically,dominate in the ecotourism development market in Anhui province and have profound effects on discourse practice of the other agents in the ecotourism market.Enterprises and social media of different kinds become the practitioner of “Greenwashing” or “eco-sell” of ecotourism and they promote the ecotourism development into mass tourism.The study of discourse agents and discourse contents reveals that in most discourse practices,ecotourism is in fact considered to be an industry of boosting local economic development and improving living conditions of local residents.Ecotourism is evaluated and assessed by digitized labels.Thus,the government should transform its philosophy of development and focus on the quality of ecotourism development so that ecotourism development could better promote the preservation of nature and indigenous culture and benefit the physical and psychological development of local residents and ecotourists.