旅游文化发明与乡村市场体系重构--对一个关中村庄的社会学剖析

The Invention of Tourism Culture and the Reconstruction of Rural Market System:A Sociological Analysis of a Village in Guanzhong Area

在乡村旅游已然成为乡村振兴重要途径的背景下,对陕西省元村的调查发现:元村作为旅游文化资源稀缺型村庄,基于强大的集体经济基础,先后通过继承村落原生文化、整合地区传统文化、迁移都市现代文化三条路径发明了若干形式的旅游文化资源与文化符号,并部分实现了文化商品化,进一步促进了乡村旅游产业蓬勃发展。元村所形成的巨型旅游市场在一定程度上重构了区域内的乡村市场体系,具体表现为深度拓展了施坚雅所谓的“小市”功能;改变了与周边村庄原来平行、平等的发展关系,从而构成了“支配-挤压”式的新型发展格局;替代了周边中心集镇的部分功能,更进一步跨越了乡镇地域,把“乡村旅游市场”延伸到大都市,直接与市民对接。这种新型乡村市场体系超越了传统乡村市场的功能序列,最终形成了一个多元化、立体型的市场空间,同时也不断调适着与其所嵌入的乡村社会之间的关系。当然,对旅游型村庄的振兴预设不能简单等同于村庄的产业兴旺,由此引发的多重问题仍然需要做深入探讨。

Rural tourism has become an important way of rural revitalization. After a few years of a tracking survey of Yuan Village in Shaanxi Province,the study shows that, Yuan Village, as a village with a shortage of tourism cultural resources, mainly makes cultural resources and develops the rural tourism industry by means of cultural invention. Specifically, based on a strong collective economic foundation, Yuan Village has invented several forms of tourism cultural resources and cultural symbols by inheriting the village’s local culture,integrating regional traditional culture, and migrating modern urban culture.Moreover, Yuan Village has partially achieved the commercialization of culture,and further promoted the development of the industry. To some extent, the huge tourism market formed by Yuan Village has reconstructed the rural market system in the region, which is shown as the further expansion of Skinner’s "small market"function;it has changed the parallel and equal development relationship with the surrounding villages, which constitutes a new type of"dominantsqueeze"development pattern;and replaces part of the functions of the surrounding central market towns, and further crosses the township area, extends the"rural tourism market"to the metropolis, and directly connects with the citizens.This new type of rural market system transcends the functional sequence of traditional rural markets, eventually, it forms a diversified, tridimensional market space, while constantly adjusting the relationship with the society in which it is embedded. Of course, the presupposition of tourism-based villages’ revitalization cannot be simply equated with the prosperity of the village’s industry, and the other problems caused by it still need to be explored in depth.