跨文化视角下生态旅游地视觉表征与社会构建——以千岛湖生态功能区为例  

The Visual Representation and Social Construction of Ecotourism Sites from a Cross-cultural Perspective——A Case Study of the Qiandao Lake Ecological Reserve

作　　者：郑羽蘅 赵磊[3] ZHENG Yuheng;ZHAO Lei(School of Hotel Management,Tourism College of Zhejiang,Hangzhou 311231,China;School of Hotel&Tourism Management,Hong Kong Polytechnic University,Hong Kong 999077,China;School of Management,Zhejiang University of Technology,Hangzhou 310023,China)

机构地区：[1]浙江旅游职业学院酒店管理学院,浙江杭州311231 [2]香港理工大学酒店与旅游业管理学院,中国香港999077 [3]浙江工业大学管理学院,浙江杭州310023

出　　处：《旅游学刊》2023年第1期96-108,共13页Tourism Tribune

基　　金：浙江省软科学项目“浙江数字赋能‘美丽乡村’文旅高质量发展研究”(2022C35004);浙江省文化和旅游厅项目“‘未来乡村’建设对文旅高质量发展的影响机制与优化路径研究”(2022KYY002)共同资助。

摘　　要：在生态旅游国内市场蓬勃发展的背景下,识别与分析国际旅游者对我国生态旅游地的需求与行为规律成为重要话题。文章基于跨文化视角,运用混合研究方法,在探寻国内外旅游者对我国生态旅游地视觉表征差异的基础上,建立了生态旅游地形象的社会构建循环模型。研究发现:(1)自然景观、人造景观、人物、休闲活动、户外活动与旅游支持系统是国内外旅游者最为关注的6大生态旅游地节点类目。(2)相较之下,国内旅游者热衷于表征生态旅游地的休闲活动和旅游支持系统,视觉呈现简洁且聚焦,而国际旅游者则更关注人物与户外运动,常运用复杂视觉元素的叙事手法。(3)生态旅游地形象的社会构建是一个以“即时互动”为核心诉求,包含表征感知、表征确认、表征探新与表征修正的4个阶段动态演化过程。依赖传统目的地营销组织、互动平台受限与需求差异不清是我国生态旅游地国际化发展的阻滞因素。文章结论丰富了生态旅游地形象的理论与实证研究,拓展了视觉表征与社会构建在旅游领域中的应用,并具有一定的实践借鉴意义。In recent years, the ecotourism sector has been increasingly popular among tourists as it can meet their demands of getting away from urban bustling and returning to nature. A tourist destination’s image is key to its attractiveness to tourists, and in the context of the rapid development of the Internet,an efficient and transparent information flow has rendered market feedback essential to the construction of such images. Based on a cross-cultural perspective, this study adopts a mixed-methods approach that combines picture content analysis, social network analysis, and grounded theory to establish a circular model of the social construction of the images of ecotourism destinations by exploring the differences between domestic and foreign tourists’ visual representations of ecotourism destinations in China. This study has three major findings: First, it shows that natural and artificial landscapes, people, leisure activities, outdoor activities, and tourism support systems constitute the six ecotourism place node categories which domestic and foreign tourists consider the most. Among these, notably, tourists have both static and dynamic demands regarding the activities available in ecotourism destinations.Furthermore, they consider the representations of rural landscapes, rural scenery, and local specialties,which are inextricably linked to China’s rural revitalisation strategy. Second, this study shows that Chinese tourists are keen on representing the leisure activities and tourism support systems at ecotourism sites, and their visual presentation of these aspects tends to be simple and focused.Contrastingly, international tourists are more concerned with people and outdoor activities and often employ narrative techniques involving complex visual elements. This finding validates Berger’s concept of the“ways of seeing”and reveals that the nature of human sight is a co-constructed product of society, history, and culture. Third, this study shows that the social construction of ecotourism images is a

关 键 词：跨文化视角 生态旅游地 视觉表征 社会构建 生态功能区 

分 类 号：F59[经济管理—旅游管理]