老年乡村游客的乡愁影响因素探索——基于四川宝山村游客的个案研究

Factors Impacting Nostalgia for Elderly Rural Tourists--A Case Study of Tourists in Baoshan Village,Sichuan Province

乡愁可以激发游客旅游意愿、增强乡村旅游市场潜力,探索老年乡村游客的乡愁影响机制,有助于丰富乡愁研究,精准开发老年乡村旅游市场。文章以四川彭州宝山村为案例地,通过对23位老年游客进行半结构化访谈,采用扎根理论技术提炼老年游客乡愁的影响因素并剖析其内在机理。研究表明,老年游客乡愁主要受记忆建构、游客状态、乡村变化和特殊场景的影响;其中,游客状态、记忆建构会通过影响乡愁主体影响乡愁;特殊场景和乡村变化会通过影响生活环境和乡愁客体影响乡愁。最后,从保护乡村景观原真性、设计乡村生活场景、重视游客特征等方面,对乡村旅游目的地满足老年游客市场需求提出几点建议。

The rapid development of rural tourism in China has made it an important pathway for rural revitalization.With‘keeping nostalgia’as a requirement of national urban construction and new rural construction,local governments have been planning and carrying out‘nostalgia’activities for economic and social development.Nostalgia has a significant impact on the development of rural tourism,which can stimulate tourists’willingness to travel and enhance the potential of rural tourism market.The exploration of the nostalgia influence mechanism for elderly rural tourists can help enrich the nostalgia research and cater to the market segment which is important for the sustainable development of rural tourism.The elderly population is large and growing rapidly.There is a segment in the elderly population who has financial capacity,abundant leisure time,a strong sense of nostalgia,and a strong willingness to travel in the countryside.The market potential of rural tourism for the segment is huge.This paper aims to explore why people have nostalgia,factors that affect the level of nostalgia,and clarify the internal operation mechanism among the factors.This study interviewed 23 elderly rural tourists visiting Baoshan Village in Pengzhou,Sichuan Province in a semi-structured way.Using grounded theory,this paper refines the influencing factors of nostalgia through three stages:open coding,spindle coding and selective coding,and analyzes its internal mechanism.The results show that nostalgia of elderly tourists is mainly affected by memory construction,tourist status,rural changes,and special scenes.In particular,tourist status and memory construction can affect nostalgia through affecting nostalgia subject.Special scenes and rural changes affect nostalgia by affecting living environment and nostalgia object.The findings have several implications for rural destinations.Rural tourism destination should protect the authenticity of rural landscape(such as traditional villages and buildings),maintain a low level of commercialization,and retain simple folk customs.To cultivate and arouse the nostalgia in tourists,rural destinations may design rural life scenes,connect today’s countryside with the former hometown,and create a slow life experience atmosphere.Suppliers of rural tourism should pay attention to the special needs,psychological characteristics,and interaction of tourists of different age groups.Rural destination development should integrate attractive destination features,such as superior natural climate conditions and ecological environment,unique culture,interesting festival activities,etc.,to form a joint force for stimulating the nostalgia of tourists.