皖南古村落旅游地个性特征及其文化景观表征研究——以宏村为例

Individuality and Cultural Landscape Representationof Ancient Villages in Southern Anhui—A Case Study of Hongcun

为识别游客感知视角下目的地个性特征及对其感知具有重要影响的优势资源,以代表性皖南古村落宏村为案例地,采用混合方法构建古村落旅游地个性量表与文化景观量表,辅以问卷调查法、主成分分析法、结构方程模型分析等,测度文化景观对目的地个性的表征作用。结果表明:(1)皖南古村落旅游地个性维度包括“有魅力”“有气质”“有追求”和“有活力”。(2)皖南古村落旅游地文化景观分为生态与传统景观、生活景观、现代空间景观和社会景观。(3)古村落文化景观对个性特征的表征作用及表征程度不同。生态与传统景观对目的地个性四维度均具有显著正向影响,生活景观对“有追求”的影响作用不显著,对其余3个个性维度均产生显著正向影响,现代空间景观对“有气质”“有追求”“有活力”均具有强烈表征作用,社会景观仅对“有追求”有显著正向影响。研究对于旅游地精准营销具有重要意义。

To identify the individuality of tourism destination from the perspective of tourists perception and the advantageous resources that have an important influence on their perception,this study takes the ancient village Hongcun in southern Anhui as a case site and constructs the tourism destination individuality scale and cultural landscape scale by a hybrid method.The representational effect of cultural landscapes on destination individuality is measured by questionnaire method,principal component analysis,structural equation model analysis and so on.The results show as follows:(1)The individuality dimensions of Hongcun consist of charm,disposition,pursuit and vigor;(2)The cultural landscapes of Hongcun are classified into ecological and traditional landscapes,life landscapes,modern space landscapes and social landscapes;(3)The cultural landscapes of Hongcun differ in the representational effect and degree of individuality.Ecological and traditional landscapes have a significant positive impact on all the four individuality dimensions of destination while the life landscapes have an obvious positive impact on all the individuality dimensions except the pursuit dimension.The modern space landscapes have a strong representational effect on disposition,pursuit and vigor whereas the social landscapes have weak impact on individuality representation.The research is of great significance for precision marketing of tourism destinations.