民族旅游地游客的地方信任变动及主体响应策略

Changes in Spatial Trust and Subject Response Strategiesin Ethnic Tourism Destination

在地方消费与情感消费叠加的背景下,地方信任日渐成为民族旅游地的新型旅游资源,关系到其可持续发展以及民族间的交往交流交融。文章以凤凰古城作为典型案例地,通过深度访谈、非参与式观察、网络民族志等质性研究方法开展实证分析,研究发现:游客的地方信任具有鲜明的变动性,具体表现为时空变动性与结构变动性两个层面。时空变动性在时间层面意味着在旅游前、旅游中以及旅游后的时间维度上,游客的地方信任账户因游客的地方想象与临场体验的不断协商而有所变动,在空间层面上体现为游客的地方信任在虚拟空间与现实空间之间双向迁移。结构变动性在信任状态层面处于信与不信交织的状态,在信任对象层面表现为地方品牌信任、旅游消费信任、地方政府信任之间互相传递,形成一幅由不同情境、不同信任对象、不同信任状态拼贴而成的马赛克式信任景观。游客、商家、地方政府分别采取自我应对与协同应对、主动履行公民责任、给予制度保障等策略以响应动态变化的地方信任。

Against the background of the superposition of local consumption and emotional consumption,spatial trust is becoming a new type of tourism resource of ethnic tourism destinations,which is related to their sustainable development and inter-ethnic communications,exchanges and integration.Taking Fenghuang Ancient Town as a typical case study,the article conducts empirical analyses through qualitative research methods such as in-depth interviews,non-participatory observation,and online ethnography,and finds out that the tourists’spatial trust has a distinctive variability,which is specifically manifested in the two dimensions of spatio-temporal variability and structural variability.Spatio-temporal variability means that in the time dimension before,during and after the tour,tourists’spatial trust accounts change due to the continuous negotiation between tourists’place imagination and field experience,and in the spatial dimension,it is reflected in the two-way migration of tourists’spatial trust between the virtual space and the real space.Structural variability in the trust state is in the intertwined state of belief and disbelief,and at the level of trust objects,it is manifested in the mutual transfer of local brand trust,tourism consumption trust,and local government trust,forming a mosaic trust landscape collaged by different contexts,different trust objects,and different trust states.Tourists,merchants,and local governments respectively adopt self-responsive and collaborative responses,active fulfilment of civic responsibilities,and institutional safeguards to respond to the dynamically changing spatial trust.