旅游消费的情境化取向:旅游飞地效应与景区消费恐惧——以海口骑楼老街片区中山路景观街区为例

Situational orientation of tourism consumption:tourism enclave effect and fear of consumption in scenic spots——Taking Zhongshan Road Scenic Area in Haikou Qilou Old Street Area as an example

从关注海口骑楼老街游客消费水平和结构这一经济现象的实证研究角度切入,尝试从社会地理学以及旅游体验理论角度对海南旅游消费问题做出理论上的因果解释,从而将旅游消费纳入旅游体验的理论范式之下。从现象层面上看,海口骑楼老街片区中山路景观街区内的游客量以及游客的消费水平偏低。游客的消费行为在特定场域存在着差别,受消费空间的动态影响很大,形成突出的场域效应。为此,该文从游客体验的视角出发,借助于建立景区消费恐惧、旅游飞地效应等理论概念,对海口骑楼老街中山路景观街区场域空间内旅游消费所存在的业态和肌理失宜以及情境消费现象进行解释。研究发现:旅游飞地效应在解释旅游地消费现象的空间非均衡规律中扮演了重要的角色,成为串联该文理论脉络的核心范畴和主线。海口中山路骑楼老街的旅游消费问题,不仅是一个经济现象,更是一个基于游客在场体验而形成的综合现象。中山路骑楼老街作为一个在意象认知和功能感知上被旅游体验为具有功能性矛盾的“旅游飞地”,由于与周边毗邻街区之间在业态上存在雷同性而产生显著的替代效应,伴随而来的则是“景区消费恐惧”现象,从而显现出中山路骑楼老街业态失宜的现实局面。这种情况仅存于旅游目的地消费场域,因此这种“飞地替代效应”具有理论上的独特性,可以从旅游经济学的角度解释旅游体验过程中的消费规律。此外,通过识别旅游消费场域中的物质消费空间与精神消费空间的二元对立统一性,探讨了游客在不同消费空间中表现出来的情感和认知差异以及所形成的消费恐惧和消费极化现象。

The article starts from an empirical study focusing on the economic phenomenon of tourists′consumption level and structure in the old street in Haikou Qilou,and then attempts to make a theoretical causal explanation of the tourism consumption problem in Hainan from the perspective of social geography and tourism experience theory.Tourism consumption is included in the theoretical paradigm of tourism experience.From the perspective of phenomenon,the number of tourists and the level of tourists′consumption in the landscape block of Zhongshan Road in Haikou Qilou Old Street Area are relatively low.Tourists′consumption behaviors differ in specific fields,and are greatly affected by the dynamics of consumption space,forming a prominent field effect.Therefore,from the perspective of tourist experience,the article uses the theoretical concepts such as scenic area consumption fear and tourism enclave effect to explain the situational consumption phenomena,such as business types and unsuitable texture of tourism consumption in the field space of Zhongshan Road Landscape Block in Haikou Qilou Old Street.The study found that the tourism enclave effect played an important role in explaining the spatial disequilibrium law of the tourism destination consumption phenomenon,and became the core category and main story line connecting the theoretical context.The tourism consumption problem of Qilou Old Street on Zhongshan Road in Haikou is not only an economic phenomenon,but also a comprehensive phenomenon based on the experience of tourists on the spot.Qilou Old Street on Zhongshan Road was experienced as a“tourist enclave”with functional contradictions in terms of image cognition and functional perception.Due to the similarity in business form between the neighboring neighborhoods,there was a significant substitution effect.Accompanying this is the phenomenon of“consumption fear in scenic spots”,which shows the reality of the unsatisfactory business situation of Qilou Old Street on Zhongshan Road.This situation only exists in the consumption field of tourism destinations.Therefore,this“enclave substitution effect”is theoretically unique and can be used to explain the consumption law in the tourism experience process from the perspective of tourism economics.This article also explores the differences in emotions and cognitions expressed by tourists in different consumption spaces,as well as the formation of consumer fear and consumption poles by identifying the dualistic unity of material consumption space and spiritual consumption space in the tourism consumption.