图式理论视角下乡村类世界遗产地旅游者的乡村性认知研究——以安徽宏村为例

Study on Tourists'Rurality Cognition in Rural World Heritage Site Based on Schema Theory:A Case Study of Hongcun in Anhui Province

文章以乡村类世界遗产地宏村为例,引入图式理论,通过扎根理论对携程网的游记文本进行深度挖掘,探究乡村类世界遗产地旅游者的乡村性认知图式及生成机制。研究发现:1)旅游者通过具身体验和行为互动2种方式获取世界遗产地乡村性具象图式并使其与既有图式产生共振,既有图式深化丰富具象图式,实现图式的跨时空整合;2)文化背景和个体经验形成的既有图式是旅游者形成认知图式的本我基础,中国传统乡村社会的乡土特征及代代积累的传统文化蕴含于个体既有图式中,旅游者的既有图式与乡村旅游地环境相互作用,经过预期对比、独特性对比、特征联想和跨时空想象进行自上而下和自下而上的认知加工;3)乡村性认知图式包括自然生态图式、日常生活图式、文化图式和场所氛围图式4类子图式,自然生态图式为日常生活图式、文化图式提供空间基础,后两者为自然生态图式提供一定外部力量,塑造乡村自然性和人文性特征,文化图式规训乡村日常生活图式,日常生活图式同时也践行和重塑文化图式,三者共同作用于场所氛围图式,形塑乡村性整体认知网络。

The development of urbanization has fostered the rise of instrumental rationality and the decline of value rationality,leading to a diminishing sense of belonging among individuals in fast-paced urban life.As a result,rurality has become a core attraction for rural tourists.Research on rurality has emerged as a key topic in the fields of rural geography and rural tourism.However,relatively little research has focused on how to realize micro-level human-land interactions and achieve a subjective understanding of rurality in rural tourism destinations from a cognitive perspective.Schema theory offers a framework to explore this issue.Amid the confrontation and integration of modernity and provinciality,the rurality of rural World Heritage sites,by preserving the integrity and authenticity of traditional rural social structures,enhances tourists'local attachment and local experiences.This paper uses Hongcun,a rural World Heritage site,as a case study,introducing schema theory to explore the cognitive schema of rurality and its generation mechanism among tourists by conducting a grounded theory analysis of travel notes on Ctrip.Through open coding,axial coding,and selective coding,a model of rurality cognitive schema and its generation mechanism was constructed.The findings are as follows:1)Tourists acquire a concrete schema of rurality through embodied experiences and behavioral interactions,which resonate with and enrich their existing schemas,facilitating schema integration across time and space;2)The existing schema,shaped by cultural background and individual experience,serves as the foundation for tourists to form cognitive schemas.The local characteristics of traditional Chinese rural society and the traditional culture passed down through generations are embedded in individuals'existing schemas.Tourists'existing schemas interact with the rural tourism environment,engaging in both top-down and bottom-up cognitive processing through anticipation contrast,uniqueness contrast,feature association,and cross-temporal imagination.3)The rural cognitive schema consists of four sub-schemas:the natural ecological schema,life schema,cultural schema,and place atmosphere schema.The natural ecological schema emphasizes tourists'perception of the interplay between rural nature and humanity.The life schema pertains to daily life scenes observed at the tourist destination,while the cultural schema refers to the local culture formed through the development and evolution of the destination.The place atmosphere schema captures the abstract perception and impression of the destination,formed through the interaction between tourists'embodied experiences and their existing schemas.The natural ecological schema provides the spatial foundation for both the life and cultural schemas,while the latter two exert external influences on the natural ecological schema,helping shape the rural area's natural and humanistic characteristics.The cultural schema informs and regulates the life schema,while the life schema simultaneously practices and reshapes the cultural schema.Together,these schemas,along with the place atmosphere schema,form a comprehensive cognitive network of rural nature.This study is significant for deepening the understanding of the connotation and formation mechanism of rurality,exploring human-local interaction from a microscopic perspective,and offering theoretical and practical guidance for the development of rural tourism through the mining of rurality and culture.