“乡愁”视角下徽州传统村落文化旅游的意象认知研究——以绩溪县龙川村为例

Image Cognition of Cultural Tourism of Huizhou Traditional Villages from the Perspective of Nostalgia——Case Study of Longchuan in Jixi County

乡愁呼唤着人们情感的回归,留住乡愁,就留住了人情味,传统村落保护与发展就是为了守住历史与时间的乡愁。本文在分析传统村落乡愁与意象的基础上,以徽州传统村落——绩溪县龙川村为案例研究,分析徽州传统村落文化旅游的意象体系。在体系构建过程中,利用隐喻抽取技术,演绎归纳龙川文化旅游的意象体系及意象共识地图。最后从乡愁意象的发展角度,提出龙川在挖掘与合理保护意象元素、提升意象文化空间营造、优化意象转达与体验三个方面的文化旅游发展策略,也为其他徽州传统村落文化旅游发展提供参考。

Nostalgia calls for the return of people’s emotions.To retain nostalgia means to retain human feelings.The protection and development of traditional villages is to keep the nostalgia of history and time.Based on the analysis of nostalgia and image of traditional villages,this paper takes Longchuan village of Jixi County as a case to analyze the image system of cultural tourism in Huizhou traditional villages.In the process of system construction,the image system and image consensus map of Longchuan cultural tourism are deduced and summarized by using Zaltman metaphor elicitation technique(ZMET).Finally,from the perspective of nostalgia image,this paper summarizes three cultural tourism development strategies of Longchuan,including protecting image elements,promoting image space construction and optimizing image experience mode,which can also provide reference for the development of cultural tourism in other Huizhou traditional villages.