基于网络游记的环境破坏行为游客间凝视研究--以西溪国家湿地公园为例

Intra-tourist Gaze on Environmental Vandalism Based on Online Travel Notes:A Case Study of Xixi National Wetland Park in Hangzhou

基于凝视理论,采用内容分析法,以西溪国家湿地公园游客发布的网络游记为资料来源,研究游客对他人环境破坏行为的凝视内容、目的以及态度。网络游记分析结果表明,环境破坏行为的游客间凝视主要集中在乱扔垃圾、践踏草坪、破坏景观/设施、捕捞动物、破坏植物以及其他污染环境行为6个类目上;环境破坏行为的游客间凝视态度以中性和负面为主,游客间凝视目的表现为识别区分、舆论惩罚和劝服同化,但也有部分游客未能准确识别出其他人的环境破坏行为,在凝视目的上无明显表现。研究也表明环境破坏行为的游客间凝视未能对游客环境破坏行为产生明显的规范作用,即未形成旅游道德凝视。加强普及环境教育、引导鼓励游客的凝视行为以及提醒游客处于“被凝视氛围”等措施能促进形成旅游道德凝视,以减少环境破坏行为的发生。研究结果为景区游客环境破坏行为的规划和管理提供了新的视角。

The rapid development of tourism has brought great pressure to the ecological environment of scenic spots,one of which is the environmental vandalism caused by tourists.Although civilized tourism has been strongly advocated in recent years,and relevant measures have been taken by government departments and scenic spots to manage and curb tourists'uncivilized behaviors,environmental vandalism such as"littering","trampling on lawns"and"graffiti carving"still occurs.Most of the existing literature focuses on tourists themselves.However,tourism as a kind of social communication activity,gazing upon other tourists is an inevitable part of being a tourist.As the subject of environmental vandalism,how tourists view other tourists'vandalism is worth studying,which also has some enlightening significance for the management of environmental vandalism in scenic spots.Based on the perspective of the intra-tourist gaze,this paper used content analysis method to study the contents,aims and attitudes of tourists’gaze on environmental vandalism by analysis of online travel notes related to Xixi national wetland park.Case data analysis results show that:(1)There are still many tourists'environmental vandalism activities in Xixi Wetland.The intra-tourist gaze in Xixi wetland park on environmental vandalism mainly focus on six categories including littering behavior,trampling on the lawn behavior,destruction of landscape/facilities behavior,fishing animal behavior,destruction of plants behavior and other environmental pollution behavior.Among them,the gaze frequency of trampling on the lawn behavior is the highest,accounting for 52%.(2)From the aims and attitudes of intra-tourist gaze,50%tourists fail to accurately identify the environmental vandalism,and the aims of gaze are the curiosity of different behaviors,and the attitudes of gaze are positive and neutral.50%tourists can identify the environmental vandalism,and only a few of tourists'aims of gaze are punishment of public opinion(25%)and persuasion and assimilation(8%),while the remaining 21%tourists show unmindful and the attitudes of gaze are neutral.The results show that intratourists gaze on environmental vandalism has no obvious normative effect on tourists'vandalism,which does not form intra-tourist moral gaze.The main reason lies in the lack of tourists'own environmental knowledge and awareness of the seriousness of environmental problems.On the one hand,the formation of intra-tourist moral gaze has a disciplinary effect on the gazed tourists’environmental vandalism;on the other hand,it helps to strengthen the gazers'own ethical and moral norms.Therefore,it is a process of disciplining others and reflecting on ourselves,which has a certain significance to curb the generation of tourists’environmental vandalism from the origin.Studies have shown that the intra-tourist gaze has a tendency to become the intra-tourist moral gaze on the issue of environmental protection.Therefore,this paper provides corresponding suggestions and countermeasures for scenic spot to promote the formation of intratourist moral gaze.Such as strengthening the popularization of environmental education so as to form a shallow level of environmental protection awareness;guiding and encouraging tourists to gaze and expose the environmental vandalism around them;reminding tourists that their own behavior will be watched by other tourists or use"exposure screen"to expose tourists’environmental vandalism to prompt tourists to develop self-monitoring system.The research results provide a new perspective for the planning and management of tourists'environmental vandalism in scenic spots.