民族村寨旅游可持续发展的内在诉求与外显标志——基于全国15个民族旅游村寨的调查

INTERNAL DEMANDS AND EXPLICIT SIGNS OF SUSTAINABLE DEVELOPMENT OF TOURISM IN ETHNIC VILLAGES:Based on The Survey of 15 Ethnic Tourism Villages in China

了解和把握民族村寨旅游可持续发展的内在诉求和外显标志是进一步探讨民族村寨旅游可持续发展的基础性工作。文章选取全国15个典型民族旅游村寨为样本进行实地走访和问卷调查,并采用SPSS与AOMS软件对收集整理的数据资料进行了统分析计。结果表明:民族村寨旅游可持续发展的内在诉求主要表现为利益诉求和条件诉求。利益诉求根据重要程度大小依次表现为经济增长、社会进步、文化传承及环境优化四个方面;条件诉求依据重要程度大小依次表现为观念可持续更新、资源可持续利用、文化可持续传承、外力可持续推动、产业可持续支撑、资本可持续投入、产品可持续吸引及环境可持续保障八个方面。外显标志按照受访者的感知强弱依次表现为人气与口碑、规模与效益以及环境与氛围三个方面。

In order to further explore sustainable development of ethnic village tourism,it is necessary to understand and grasp its internal demands and explicit signs.In this paper,15 typical ethnic tourism villages in China were selected as samples for field visit and questionnaire survey,and SPSS and AOMS software were used to conduct statistical analysis of the collected data.The results show that the internal demands of sustainable development of ethnic village tourism mainly consist of interest demands and condition demands.Interest demands,based on their importance,are successively expressed in four aspects:economic growth,social progress,cultural inheritance and environmental optimization.The condition demands are manifested in eight aspects in order of importance:sustainable renewal of concept,sustainable utilization of resources,sustainable inheritance of culture,sustainable promotion of external forces,sustainable support of industry,sustainable investment of capital,sustainable attraction of products and sustainable protection of environment.According to the perceived strength of the respondents,the explicit signs are successively expressed in three aspects:popularity and word of mouth,scale and benefit,and environment and atmosphere.