旅游地品牌化:唐诗“第三空间”的旅游体验与地方想象的建构

Place-branding of Tourist Destinations:The Construction of the“Third Space”Tourism Experience and Place Imagination from Tang Poetry

唐诗不仅赋予旅游地独特的文化资源,其诗性精神的意义创造对中国人的文化背景和价值追求更有着深远影响,成为地方品牌化的重要动力。地方品牌不完全由营销所定义,还源于受众的心理联想和价值追求。文章通过对唐诗旅游地的旅游评论的话语和叙事分析,研究唐诗的文学书写如何成为地方品牌的传播载体,在地方想象和"第三空间"的旅游体验中建立游客与地方品牌的联系,并提升地方价值。文章认为,以地方品牌化提升地方价值不仅是对文化资源的挖掘,更是在文化自觉的作用下,满足游客在精神层面的追求。在"文旅融合"背景下,要保持地方品牌的旺盛生命力,不仅是将文化灌注于旅游之中,还需要关注到人们的文化自觉和文化认同,使得游客能在旅游体验中获得文化的体悟,以实现更深层次的旅游意义。

Literary tourism is one of the earliest forms of media tourism.In literary tourism,tourists’experience was influenced by the writers’reproduction of a place narrative,forming a tourist experience in the"third space"through the interweaving of reality and imagination.Tang poetry was one of the most important literary genres in ancient China.Tang poetry is representative of the poetic spirit,which contains the spiritual realm of mutual communion between humans and nature,awe and praise for life,optimism and open-mindedness.In the long history of inheritance and recitation,Tang poetry,as a special cultural symbol,has deeply influenced the cultural background of the Chinese.Therefore,in literary tourism,the writing of Tang poetry not only endowed tourist destinations with unique cultural resources,but also exerted a profound influence on the cultural background and pursuit of value of the Chinese and became an important driving force for place-branding.Fifty-four percent of China’s tourist destinations are related to literature.The place-branding of literary tourist destinations is not defined by marketing,but by the tourists’psychological associations and pursuit of value.The starting point for place-branding is not commercial marketing,but the place image,formed in the place imagination through reading Tang poems.This article attempts to study how place imagination endowed by Tang poetry affects the tourist experience,and turns it into place-branding association and pursuit of value on a psychological level.The aim is to explore the deep value that Tang poetry has for the branding of tourist destinations,and to provide a reference for building the brands of Tang poetry tourist destinations.Referring to the widely-known Three Hundred Tang Poems,this paper extracts tourists’comments from Ctrip for discourse and narrative analysis.Results show the following:(1)The branding of Tang poetry tourist destinations comes from the literary writing;not only from the poet’s perception of the environment,but also from new meaning given to the spiritual landscape,thus creating the meaning of a place brand.Tang poetry sketched an image of the landscape and rendered an artistic conception in brief language,constructed a discourse image of the tourist destination and became the carrier of the place brand.(2)The poet’s narration interacts with the tourists’reading,jointly promoting the process of place-branding.The tourist experience of the"third space"constructed by Tang poetry and its place imagination endowed place brands not only with historical and cultural significance spanning ancient and modern times,but also with a connection between individual tourists and brands.(3)The cultural consciousness of the Chinese towards Tang poetry forms the place brand at the psychological level,and this can effectively enhance the place value.The brand of a Tang poetry destination can give to tourists emotional expression and spiritual sublimation of the inner mind and the outside world.This article holds that the promotion of place brand to place value is not only the excavation of cultural resources,but also the fulfillment of tourists’spiritual pursuit under the effect of cultural consciousness.Against a background of an"integration of culture and tourism"to maintain the vigor and vitality of place brands,it is not only necessary to infuse tourism with culture,but also to pay attention to people’s cultural consciousness and cultural identity,so that tourists can gain a cultural understanding of the tourism experience,and realize the deeper significance of tourism.