建构田园牧歌:旅游发展背景下的地方推广与乡村消费研究

For the rural idyll:Tourism,place promotion and rural consumption

地方推广是提升地方吸引力和竞争力的重要路径,但已有研究集中在城市场域,且较少评估地方推广的效应。在批判性地审视地方推广、乡村性和消费乡村等关联性文献的基础上,借助旅游循环理论建立一个分析框架,并以黄山市西溪南村古村落的网红化推广为个案,探讨乡村旅游地的地方形象建构与传播过程以及游客的感知与反馈。研究发现:当地政府利用了枫杨林的生态环境优势,通过对自然景观的改造以及特定的话语建构,描绘了“绿野仙踪”的乡村形象,营销富有浪漫主义色彩的地方神话。对游客的具身消费分析进一步发现,游客的消费行为、感受符合当地政府所建构的田园牧歌乡村性的设定,并在身体感官、认知和情感上表现出相应的细致特征,但也不局限于先前地方推广话语的范畴。在地方推广成功的前提下,游客的能动性能够反馈到下一轮的旅游生产,从而强化先前建立起来的旅游景观话语的表征。研究在理论上有助于推进地方推广与地方营销的学术争论,也进一步推动了旅游循环的框架发展,在实践上可为乡村旅游营销以及旅游体验营造提供借鉴。

Place promotion plays an important role in enhancing the attractiveness and competitiveness of a place.The existing studies,however,have focused on the field of urban areas and small towns,and relatively little attention has been paid to the rural areas,especially in promoting the rural nature rather than the historical and cultural heritage.In addition,limited scholarship has investigated the evaluation of place promotion,increasingly making a call to examine the circuit of production and consumption of place image in the actions of place promotion.Taking Xixinan village in Huangshan city,China as a case study,this paper thus comprehensively uses qualitative methods to analyze the construction and communication of place image in such a rural tourism destination,as well as tourists'perception,consumption and feedback of the projected place image.It is found that the local government,centered on the natural landscape of the maple poplar forest,takes advantage of the local ecological environment to construct the image of the'Wizard of Oz'and actively promote it,marketing it as a romantic place myth.Essentially,the place image of'The Wizard of Oz'is a version of rural idyll,in which such seductive place promotion caters to people's escape from urban modernity,as well as nostalgia for the countryside.Through the analysis of embodied consumption,it is further found that tourists'consumption behavior and feelings are in line with the setting of rural idyll constructed by the local government,and they show corresponding nuanced characteristics in physical sense,cognition and emotion.Meanwhile,it is also argued that it is not limited to the scope of the previous discourse of place promotion.Tourists'embodied experience reveals their positivity and agency,making sense in the construction of their subjective meaning and the consumption of place.Under the premise of successful place promotion,tourists'rural consumption behavior is able to be fed back to the next round of tourism production,further shaping the rurality of the'Wizard of Oz'in Xixinan village.By doing so,the consumption of tourists reinforces the representation of the previously established tourist landscape discourse.This paper contributes to the academic debate of'clarifying the conceptual confusion between place promotion and place marketing and advancing relevant empirical research'.Further,it advances the empirical research agenda of'circuits of tourism'proposed by Irena Ateljevic by placing the geographical process of this framework in a rural context,and discussing the production and consumption of tourism on the rurality.In practice,this paper provides planning guidance for rural tourism marketing and tourism experience creation.