旅游地景观传播中“知识沟”及其成因的实证研究——以浙江省绍兴县大香林风景区为例  

Empirical Research on the“Knowledge Gap”and the Cause of Tourism Landscape Communication: A Case Study Involving Daxianglin, Shaoxing, Zhejiang

作　　者：韩凝玉[1] 张哲[2] 黄震方[3] 

机构地区：[1]南京农业大学园艺学院,江苏南京210095 [2]南京林业大学风景园林学院,江苏南京210037 [3]南京师范大学地理科学学院,江苏南京210023

出　　处：《旅游学刊》2016年第3期88-96,共9页Tourism Tribune

基　　金：国家自然科学基金项目"文化与旅游的深度融合机理与文化旅游地演化模型"(41271149);中央高校基本科研业务费-南京农业大学人文社会科学基金项目"景观设计的传播学偏向"(SK2013020);南京农业大学博士启动基金项目(804083)资助~~

摘　　要：文章借鉴传播学"知识沟"假设,结合数据时代"知识沟"所具有的新特性,映射出在旅游地景观传播中也客观存在"知识沟"现象。依据"知识沟"的理论基础,将"知识沟"分解为知识信息获得差异、信息选择后接受与记忆差异两种形式,构建旅游地景观传播中的"知识沟"及其成因的关系模型。实证结果表明:旅游动机、景观属性、传播方式对知识信息获得差异和信息选择后接受与记忆差异均产生显著的正向影响,而游客认知则对前者产生显著的正向影响,社会交往能力对后者产生显著的正向影响。针对景观传播中"知识沟"及其成因的分析,可为更好地诠释旅游地景观审美意义,提升游客对旅游地景观信息的获取和认知效率,增强旅游地景观的传播效果,建构旅游地景观传播中"知识沟"的互动和谐新格局提供科学依据。With the development of the data era, the ＂knowledge gap＂ and communication of information has increasingly become a focus of social attention. Many scholars have entered this field seeking ways to narrow the＂knowledge gap＂and achieve spiritual resonance between communicators and audiences. As an important bridge between communicators and audiences, the＂knowledge gap＂as it exists in relation to tourism plays an important role in tourism communication. On the basis of this,clarification of the nature, causes and relationships associated with the＂knowledge gap＂in the context of landscape communication is an important scientific problem.Based on the theories of communication and the＂knowledge gap＂, this thesis combined the knowledge gap with the new propagation characteristics of the network era, using the case of the landscape of Daxianglin, Shaoxing, Zhejiang to map out the＂knowledge gap＂phenomenon that exists in the tourism landscape.According to the＂knowledge gap＂theory and using literature analysis, research and practical methods of combining network questionnaires, the paper divided the＂knowledge gap＂into the areas of information obtained, information accepted and information remembered. The next step was to construct the genesis index scale of the ＂knowledge gap＂ and the structural model between the knowledge gap of the tourism landscape and related influences.According to the＂knowledge gap＂theory and using literature analysis, research and practical methods of combining network questionnaires, the paper divided the＂knowledge gap＂into the areas of information obtained, information accepted and information remembered. The first area has a positive correlation with the last, showing the path coefficient 0.58, and the result of C.R and P was 3.253 and had a significance of 1%.From the relationship between the latent variables, there exists a relationship of mutual influence among tourism motivation, landscape properties, tourist cognition, communication mode and social

关 键 词：知识沟 景观传播 关系模型 大香林景区 

分 类 号：F592.7[经济管理—旅游管理]