传统村落景观基因数字化传播及其旅游价值提升——以张谷英村为例

Digital Transmission of Traditional Village Landscape Gene and Its Tourism Value Promotion:A Case Study of Zhangguying Village

通过梳理传统村落文化景观传播与旅游经济发展的现状问题,借鉴景观基因理论、传播学理论构建传统村落景观基因数字化传播路径的总体逻辑框架,并以张谷英村为例进行实证探索。形成以下结论:(1)传统村落景观基因数字化传播区别于一般景观传播,其传播方式更加高效、传统内容更精准、传播过程更系统,能够在数字旅游过程中将景观基因更好地传播给游客;(2)传统村落景观基因数字化传播路径的逻辑框架包括数字化传播内容、数字化传播方式和数字化传播受众三个部分,是在识别传统村落景观基因的基础上,利用数字化方式进行采集、处理、展示,最终通过数字化体验传播给游客的综合过程;(3)以张谷英村为例进行实证,综合构建了从现实实体到数字虚拟,从地方知识到游客受众脑海意象的张谷英村景观基因数字化传播路径,该路径的效应不仅体现在传播价值上,也体现在引流价值、经济价值与保护价值等旅游价值提升上。

By combing the current situation of traditional village cultural landscape communication and tourism economic development, drawing lessons from landscape gene theory and communication theory, this paper constructs the overall logical framework of digital transmission path of traditional village landscape gene,and takes Zhangguying Village as an example to explore. The conclusions are as follows:1) Comparing with the general landscape communication,the digital communication of the traditional village landscape gene has more efficient communication mode, more accurate traditional content and more systematic communication process. It can better spread landscape gene to tourists in the process of digital tourism. 2) The logical framework of traditional village landscape gene digital communication path includes three parts:digital communication content,digital communication mode and digital communication audience. It is a comprehensive process of collecting, processing, displaying and finally spreading to the tourists through digital experience on the basis of identifying the gene of traditional village landscape. 3) Taking Zhangguying Village as an example, this paper comprehensively constructs the digital transmission path of landscape gene in Zhangguying Village from real entity to digital virtual, from local knowledge to the mental image of tourists. The effect of this path is not only reflected in the communication value,but also in the promotion of tourism value,such as drainage value,economic value and protection value.