符号化的“原真”与遗产地商业化--基于乌镇、周庄的案例研究  

Semiotic Authenticity and Commercializatio Heritage Tourism Destinations: Based on a Case Study of Wuzhen and Zhouzhuang

作　　者：张朝枝[1] 马凌[1] 王晓晓[2] 于德珍[3] 

机构地区：[1]中山大学旅游学院,广东广州510275 [2]广东仲恺农业工程学院,广东广州510225 [3]苏州科技学院管理学院,江苏苏州215009

出　　处：《旅游科学》2008年第5期59-66,共8页Tourism Science

基　　金：国家自然科学基金(70503007);国家社会科学基金(07CJY050)

摘　　要：原真性是遗产地评价的一个重要标准,但在遗产地的开发和遗产旅游中常见的是被加工的"伪真实"。本文基于旅游符号学的视角,通过对周庄、乌镇的案例研究发现,这种"伪真实"事实上是被建构的符号化的真实,旅游地开发者和媒体是这种符号的创造者和推动者,而大众游客是符号的拥护者,并通过口碑效应对其进行推广,这种利益主体的互动使得遗产地的发展依赖于符号化的"伪真实",从而强化了遗产地的商业化进程。Authenticity. is an important criterion of heritage evaluation, but the most visited heritage tourism destinations are normally pseudo-authentic. From tourism semiotics perspective and a case study of Zhouzhuang and Wuzhen, the authors found that Pseudo-Authenticity is a kind of semiotic reality constructed and promoted by the media and local community, supported by mass tourists, and is widely spread with the effect of word-of- mouth. It is the interaction between the stakeholders that makes the development of heritage tourism destinations dependent on the constructed pseudo-authenticity, hence strengthened the process of their commercialization.

关 键 词：原真性 遗产地 商业化 

分 类 号：F592.7[经济管理—旅游管理]