文旅融合背景下松鼠小镇未来发展路径研究——基于游客视角  

Future Development Path of Squirrel Town in Cultural and Tourism Integration——From the Perspective of Tourists

作　　者：刘学玲 冯淑华[2] 程质彬 LIU Xue-ling;FENG Shu-hua;CHENG Zhi-bin(School of International Business and Tourism,Anhui Business College,Wuhu 241002,Anhui;School of History Culture and Tourism,Jiangxi Normal University,Nanchang 330022,Jiangxi)

机构地区：[1]安徽商贸职业技术学院国际商务与旅游学院,安徽芜湖241002 [2]江西师范大学历史文化与旅游学院,江西南昌330022

出　　处：《陇东学院学报》2022年第2期139-144,共6页Journal of Longdong University

基　　金：安徽省高等学校人文社会科学研究重点项目(SK2019A0871);安徽商贸职业技术学院校级科研项目(2021KYR01)。

摘　　要：旅游综合体是目前新兴的一种旅游产业供给方式,学术界已取得了一定的研究成果,但却鲜有结合文旅融合的时代背景开展深入研究的。兼具社会关注度与话题度的松鼠小镇是典型的以文化带动旅游的文化创意型旅游综合体,结合其品牌文化定位与发展目标,以“认知-情感-态度-行为”为理论依据,依据网络文本,对游客的关注焦点、旅游动机和旅游态度进行分析,结果发现:游客对“摩天轮”“树屋”等文化旅游项目表现出显要关注,其旅游动机与松鼠小镇的品牌及市场定位相耦合且表现出积极肯定的旅游态度,但也存在“幼稚”“单一”“无感”等旅游情感。在此基础上,提出松鼠小镇文旅融合深度发展的路径选择。Tourism complex is a mode of tourism industry.Scholars have got certain research results,but few focus on its development path from the perspective of cultural and tourism integration.The article makes a breakthrough and focuses on Squirrel Town,one with high social attention and of a typical cultural and creative tourism complex.It takes“cognition-emotion-attitude-behavior”as the theoretical basis.Through content analysis we analyzed the focus of attention,tourism motivation and tourism attitude of potential tourists and the results are:potential tourists show attention to cultural tourism projects such as“Ferris Wheel”and“Tree House”,and the tourism motivation meets the brand and market positioning of Squirrel Town.Moreover,the potential tourists show a positive attitude to Squirrel Town,but there are negative emotions such as“childishness”,“single”and“insensitivity”.Based on this,a path for the deep integration of culture and tourism in Squirrel Town is proposed.

关 键 词：文旅融合 文化创意型旅游综合体 松鼠小镇 内容分析 发展路径 

分 类 号：F590.8[经济管理—旅游管理]