乌镇旅游目的地意象动态变迁机制探究

Study on the Dynamic Change Mechanism of Tourism Image——On the Construction of Utopia in Wuzhen

旅游目的地意象是洞悉旅游地发展的重要依据,旅游目的地时间推移与多维主体的参与为意象变迁研究提供了合适的研究视域。文章聚焦旅游发展迅速的热门旅游目的地乌镇,利用Q方法从动态变迁视角探究旅游目的地意象演变,在意象变迁的基础上着手剖析乌镇旅游目的地意象更新动力机制。研究发现,乌镇的旅游目的地意象可从参与主体角色定位、经典产品塑造、发展中的冲突以及未来发展方向等维度展开。由意象表征变迁映射出的乌镇旅游目的地意象更新机制经历了文化观光、休闲度假、文化IP 3个发展阶段,在政府、创新主体、运营主体、保护主体等多元主体的相互作用下,最终实现文化与智慧小镇的旅游目的地建构。

Tourism destination imagery change is important in providing insight into the development of tourist places. Imagery change reflects the changes in a destination overtime and the participation of multiple stakeholders in the process. This study focuses on Wuzhen, a popular tourist destination with rapid tourism growth, using Q methodology to investigate the evolution of tourism destination imagery and to analyze change mechanism in Wuzhen.This study finds that Wuzhen’s tourism destination imagery can be developed and influenced by the design of the key stakeholders, the creation of iconic products, power play and conflicts resolution in imagery construction, and future image-creation directions. Wuzhen has experienced three stages of change in tourism imagery representation: a place for cultural sightseeing, a place for leisure vacation, and a place with cultural IP. The construction of Wuzhen’s tourism imaginary cannot be separated from the respective roles and functions of multiple stakeholders. The key stakeholders include Chen Xianghong as the main innovative designer, the local government as the administrator, and the tourism companies as the investor and operator. Together, they coordinate in the orderly construction of Wuzhen’s image as a cultural and smart tourism place.