城市历史文化街区旅游化发展问题研究——基于北京南锣鼓巷的旅游者凝视视角

Problems of tourism development in urban historical and cultural districts—Based on the gaze of tourists from Beijing Nanluogu lane

在大众旅游的加速推动下,南锣鼓巷等历史文化街区同质化、商业化等旅游发展相关问题逐渐显露,游客满意度持续走低。研究从旅游凝视理论角度切入,以游客为观察主体,分析旅游者凝视对历史文化街区的影响过程。综合运用现场调查和网络评价等截面数据与历时数据,结果证实凝视关系中的游客一方拥有更大的权利,推动了南锣鼓巷"符号情境"的转变;标志符号的强化与筛选作用明显,产生形象撕裂和主客间消极互动;另外游客的消极评价在旅游凝视中主要体现为对"符号收集"的不满。

With the acceleration of mass tourism,tourism image related problems such as homogenization and commercialization of historical and cultural blocks such as Nanluogu lane are gradually revealed,and tourist satisfaction continues to decline.From the perspective of tourism gaze theory,we took tourists as the main body of observation,and analyzed the process of tourists′gaze on historical and cultural blocks.The cross-sectional data and diachronic data of field survey and network evaluation were comprehensively used.The results show that the tourists in the gaze relationship have more rights,which promotes the change of"symbol situation"in Nanluogu lane;the strengthening and screening of signs play an important role,resulting in image tearing and negative interaction between host and guest.In addition,tourists′negative evaluation is mainly reflected in dissatisfaction with"symbol collection".