基于东道主凝视的遗产地家庭旅馆空间建构研究——以宏村为例

Study on the Family Hotel Space Construction in Heritage Site based on the Host Gaze——Take Hongcun as an Example

厄里的凝视理论是旅游社区关系研究的重要理论工具,旅游凝视是一个多利益主体参与互动的复杂系统。从东道主凝视的视角,采用半结构式访谈法搜集资料,以宏村为案例地,分析不同群体的家庭旅馆企业主凝视行为差异,揭示家庭旅馆小企业主的凝视行为对家庭旅馆空间建构的作用力。研究发现,家庭旅馆物理空间构建经历了从破坏性改造到保护性建设的过程,本地经营者和外来经济目标型经营者对物理空间构建时更倾向迎合游客的凝视需求,外来生活方式型经营者在物理空间构建过程中更注重满足自身需求,并引导游客的凝视。在精神空间上,本地精英和外来生活方式型经营者通过丰富的徽州文化符号为游客打造地方性较强的穿越空间;本地追随经营者在凝视本地精英和外来生活方式经营者后,模仿其空间装饰风格,彰显自己的文化身份,并以地方身份服务提高游客体验满意感;外来经济目标型经营者将自己的经营经验与地方文化融合创新,通过文化创意为游客营造出异化空间。

Urry's tourist gaze theory is an important theoretical tool in the study of tourism community relations and tourism gaze is a complex system which involves multiple stakeholders in participation and interaction.From the perspective of the host gaze,using the semi-structured interview method to collect data,this study discusses the differences of gaze behavior among different groups of family hotel owners and reveals the impact of gaze behavior of small business owners on the space construction of family hotels,taking Hongcun as a case study.It found that physical space construction of family hotel has experienced a process transformation from damaging to protecting.Local operators and foreign operators targeting economic benefits tend to meet the needs of tourists gaze in the physical space construction process,while foreign operators targeting lifestyle pay more attention to meet their own needs,guiding the tourists gaze.In terms of spiritual space,the local elites and foreign operators targeting lifestyle rebuild a strong sense of space-travelling emotion with abundant Huizhou cultural symbols for tourists.Local follow-up operators imitate their space decoration style after staring at the local elites and foreign operators targeting lifestyle,highlight their own cultural identity and improve tourists'experience satisfaction with their identity.The foreign operators targeting economy benefits integrate their own business experience with local culture,creating a dissimilated space for tourists through cultural innovation.