基于乡村旅游者感知的乡村意象研究——以泉州蟳埔村为例

A Study of Rural Image Based on the Perception of Tourists :Taking Xunpu, Quanzhou as an Example

我国乡村旅游发展如火如荼,但随着城市化进程的加快,作为乡村旅游核心吸引力的乡村性逐渐受到削弱,导致乡村意象缺失,进而影响了乡村旅游的可持续发展。以泉州著名的渔村和历史文化名村蟳埔为例,在充分调研的基础上结合内容分析的方法,研究了乡村旅游者对泉州蟳埔村乡村意象感知及乡村体验满意度情况。最后,引入利益相关者等理论进一步探讨了泉州蟳埔村乡村意象构建中存在的问题,给出了提取特色元素,树立鲜明形象;提升景观,改善生态环境;完善基础设施及配套设施建设;传承传统文化,保护特色古建筑等一系列发展建议。

The development of rural tourism in China is in full swing, but with the acceleration of urbanization, the rural nature, the core attraction of rural tourism, is gradually weakened, which leads to the lack of rural image and thus affects the sustainable development of rural tourism. Taking the famous fishing villages and historical and cultural village of Quanzhou as an example, this paper studies the rural image perception and the satisfaction of rural experience of tourists on the basis of full investigation and content analysis. Finally, the paper introduces the theory of stakeholders and others to further discuss the problems existing in the construction of rural image of Xunpu Village in Quanzhou, and offers measures such as keeping distinct rural elements to highlight the image, improving ecological environment and infrastructure, inheriting traditional culture and protecting characteristic ancient buildings and so on.