徽州村落旅游中游客及东道主的凝视行为  

The Behavior of Tourists and Hosts by Gazing the Huizhou Villages

作　　者：汪天颖 陆林[2] 路幸福[1] 

机构地区：[1]安徽师范大学历史与社会学院,安徽芜湖241002 [2]安徽师范大学国土资源与旅游学院,安徽芜湖241002

出　　处：《旅游学刊》2015年第4期23-32,共10页Tourism Tribune

基　　金：国家社会科学基金项目"‘十二五’时期区域文化生态保护与旅游开发跟踪研究"(10CSH018)资助~~

摘　　要：Urry提出的"游客凝视"是旅游社会学、旅游文化学研究的重要理论分析工具,"凝视"是一个多利益主体参与互动的复杂系统。徽州村落是徽文化的符号和标志,徽州村落旅游凝视的主体是游客和东道主,客体和核心是物质指向与精神指向的文化符号,两主体依托文化符号产生互动,而对文化符号的认识层次较浅。安徽黟县的西递、宏村、南屏具有丰富的徽文化特征吸引物。在案例地采用定量的问卷调查、定性参与式观察和访谈方法收集资料,分析相关定量和定性资料,并对相关网络文本及图片进行内容分析,探讨徽州村落旅游中的游客凝视行为及东道主凝视行为,梳理游客凝视行为和东道主凝视行为共同作用的过程。研究发现,徽文化的内涵、徽文化的精神内髓在旅游过程中鲜有彰显。游客对文化符号需求层次较浅,东道主对文化符号认识层次较浅。The “tourist gaze” proposed by John Urry is an important theoretical analysis tool applied in the fields of tourism sociology and tourism culture research. The tourism gaze concept, which includes both the tourist gaze and host gaze, is a complex system of diverse factors with numerous interactions between the beneficiaries like tourists and hosts. This study briefly analyzes both international and domestic Chinese trends in tourism gaze research and summarizes the current hot topics in the area. There is a current domestic focus on tourism gaze. Chinese researchers use this theoretical tool to study aspects such as tourist-host interactions, cultural changes in minority areas, the shaping of tourism destinations, tourism image, tourist behavior, and tourist experience. The Huizhou culture has rich connotations and complete systems. Xidi, Hongcun and Nanping of Yixian are famous for their traditional culture, while Xidi and Hongcun are listed as United Nations Educational, Scientific and Cultural Organization （UNESCO） world heritage sites. There are many tourism attractions in these three villages, which are the example sites for this study. A questionnaire survey was used to gather data and information during August 2012. A total of 410 tourist questionnaires and 310 host questionnaires were distributed to the respondents. Completed and valid responses were received from 407 tourist questionnaires and 303 host questionnaires. The alpha coefficients are 0.8966 and 0.9285, respectively. The 19 questionnaire indicators are classified into three categories to measure the behavior of both tourists and hosts. SPSS 11.5 software was used to order and to analyze the data. It was used to analyze the tourists＇ impression and the hosts＇ comprehension about Huizhou villages＇ characteristics. Further ancillary investigation methods were used, such as constructed interviews, participant observations and non-participant observations. Such methods were added to study the hosts＇ impression of the Huizhou villag

关 键 词：徽州村落 旅游凝视 游客凝视行为 东道主凝视行为 

分 类 号：F592.7[经济管理—旅游管理]