全球在地化背景下文化遗产地游客的酒吧消费体验研究  

Glocalization and the Touristic Consumption Experience of Bars in Cultural Heritage Sites

作　　者：黄翅勤[1] 彭惠军[1,2] 苏晓波 HUANG Chiqin;PENG Huijun;SU Xiaobo(College of Geography and Tourism Management,Hengyang Normal University,Hengyang 421002,China;School of Air Service and Tourism Management,Guilin University of Aerospace Technology,Guilin 541004,China;Department of Geography,University of Oregon,Eugene 97403,USA)

机构地区：[1]衡阳师范学院地理与旅游学院,湖南衡阳421002 [2]桂林航天工业学院航空服务与旅游管理学院,广西桂林541004 [3]俄勒冈大学地理系,美国俄勒冈州尤金97403

出　　处：《旅游学刊》2021年第10期26-38,共13页Tourism Tribune

基　　金：国家自然科学基金项目“古城镇旅游地酒吧无地方性的非消费型旅游者感知研究:维度及其作用”(41701163);教育部人文社会科学研究青年基金项目“旅游者-旅游环境交互情境下传统村落乡愁体验的维度结构及影响效应研究”(17YJC790052);湖南省社会科学成果评审委员会课题“全球重要农业文化遗产紫鹊界梯田的旅游开发与活态保护耦合研究”(XSP21YBC426)共同资助。

摘　　要：作为经济与社会文化热点问题,全球在地化在宏观理论体系研究中备受关注,但全球在地化的落地与实现需要个体的实践,因此,针对微观层面全球在地化实践者的研究势在必行。文章以被列入世界文化遗产预备名录的凤凰古城为例,通过对游客在酒吧消费的点评文本进行质性分析,揭示文化遗产地游客酒吧消费全球在地化体验的维度和特征。研究发现,产品、感官、自我、人际、氛围和地方构成了文化遗产地游客酒吧消费全球在地化体验的六大维度,其特征表现为:一是个体的感知与自我反思。作为酒吧全球在地化使用者和参与者的游客在产品维度的激发下,以感官维度为媒介,形成以听觉和味觉为主的全球在地化自我反思与解放体验。二是个体与群体的想象与实践。游客个体与全球在地化缔造者和引入者的酒吧经营者群体在人际互动中,模糊了人际维度的本地与外地身份界限,体验了氛围维度下的"洋-中"文化杂糅范式,解读了地方维度下的现代-乡土想象与实践,从而实现游客和经营者对文化遗产地酒吧全球化的"异域风情"与本土化的"家园"或"社区"的共同想象与实践体验。研究丰富了微观层面全球在地化的理论与实证研究,对理解文化遗产地全球化消费空间的本土化有一定借鉴意义。As China furthers embraces globalization,bars as a unique activity of consumption have expanded from big cities to cultural heritage sites characterized by cultural authenticity and local uniqueness.At night,more and more tourists spend time and money in these bars,and this new activity promotes tourism consumption and boost night economy.Accordingly,these bars evolve into an important site of consumption to enrich tourists’ experience.Being a symbol of Western culture,bars change the spatial characters of cultural heritage sites and speed up the process of globalization in these once spatially and socially marginalized destinations.Having said this,tourists still hope to pursue cultural authenticity and local uniqueness related to heritage.To address the balance between globalization and localization,bar operators must develop new marketing strategies,including product differentiation and localized items,to attract tourists and turn their bars into sites of hybridization.In other words,bars play an important role in the actual practices of glocalization in cultural heritage sites.The literature has extensively developed various theories related to glocalization,but limited attention is paid to actual practices at the micro level.It becomes necessary to examine how different actors in the tourism industry synthesize globalization and localization together to generate competitive products and services.To some extent,the glocalization of bars represents a barometer of social and spatial transformation in cultural heritage sites.In these sites,global forces and local ideas compete and combine to generate variegated forms of production and consumption for tourists.This paper uses Fenghuang Ancient Town,a well-known cultural heritage site located in Hunan Province,China,as a case study,to explore the touristic consumption experience of bars.We rely on comments on bars in Fenghuang,made by tourists in www.dianping.com,China’s largest website for comments,to conduct qualitative analysis and unravel the dimensions an

关 键 词：全球在地化 消费体验 文化遗产地 酒吧 游客 

分 类 号：F59[经济管理—旅游管理]