基于景观基因投射的传统村落旅游意象及其游客感知——以张谷英村为例

The tourism image of traditional villages based on the projection of landscape genes and the perception of tourists——Taking Zhangguying Village as an example

旅游意象是旅游目的地研究和地方实践的重要内容,对旅游发展和景观符号表达具有重要影响。文章以张谷英村为例,结合景观基因理论、旅游意象理论与UGC文本数据来探讨张谷英村景区投射意象与游客感知意象的差异。研究发现:1)景观基因与旅游意象在内涵结构中存在密切关联,景观基因是传统村落投射意象的主要表征内容,感知意象是主体对地域景观的主观表达。准确识别景观基因、使景观基因显性化是建构传统村落投射意象的基础。2)在建筑意象和空间意象维度中,游客认知意象高于景区投射意象;在文化意象和环境意象维度中,景区投射意象高于游客认知意象。游客对张谷英村显性、外在的景观特征感知较为强烈,对于隐形、内在的文化景观特征感知较低。3)游客对张谷英村的旅游资源、旅游环境满意度较高,评价以积极情感为主。消极情感的具体反映在景区门票和商业化方面。研究结论为决策者开发与宣传传统村落文化景观、促进传统村落旅游可持续发展提供理论和实践支撑。

Tourism image is an important part of tourism destination research and local practice.It impacts tourism development and landscape symbol expression.Taking Zhangguying Village as an example,this paper combines landscape gene theory,tourism image theory and UGC text data to explore the difference between the induced image and the tourists’perceived image in Zhangguying Village.The study shows that:1)Landscape gene is closely related to tourism image in the connotation structure.Landscape gene is the main representation content of traditional village projection image,and the perceptual image is the subjective expression of individual regional landscape.Quasi-identification of landscape genes and dominance of landscape genes are the basis for constructing the projection image of traditional villages.2)In the dimensions of architectural image and spatial image,the perceived image of tourists is higher than that of scenic spots,and in the dimensions of cultural image and environmental image,the induced image of scenic spots is higher than that of tourists.At the same time,the study shows that tourists have a strong perception of the explicit and external landscape characteristics of Zhangguying Village,and a low perception of the invisible and internal cultural landscape characteristics.3)Tourists are highly satisfied with the tourism resources and tourism environment of Zhangguying Village,and the evaluation is mainly based on positive emotions.Negative emotions are concretely reflected in the attraction ticket and commercialization.The conclusions of this study provide theoretical and practical support for decision-makers to develop and promote the cultural landscape of traditional villages and promote the sustainable development of traditional village tourism.