局部旅游利用情境下长城线性文化遗产的价值传播效果研究  

Communication Effect of the Great Wall Linear Cultural Heritage in the Context of Sectional Tourismification

作　　者：周小凤 张朝枝[2] Zhou Xiaofeng;Zhang Chaozhi(School of Tourism Management,Sun Yat-sen University,Zhuhai 519000,China;The Department of Tourism,Fudan University,Shanghai 200433,China)

机构地区：[1]中山大学旅游学院,广东珠海519000 [2]复旦大学旅游学系,上海200433

出　　处：《中国文化遗产》2024年第3期39-49,共11页China Cultural Heritage

基　　金：国家社会科学基金重点项目“文化遗产和旅游融合发展的文化自信生成机制与治理现代化研究”(20AZD067)资助。

摘　　要：我国线性文化遗产由于超大空间尺度、多元遗产要素的分散性与属地管理体制限制,长期面临其整体价值的完整传承与局部旅游利用碎片化传播之间的失调性矛盾。现有研究对线性文化遗产旅游的价值传播多层效果内容及其影响因素关注不足且尚未明晰,难以为解决现实矛盾提供有效的理论参照。本文以长城线性文化遗产为例,运用内容分析法探讨局部旅游利用情境下长城价值传播的多层次效果表现特征及其影响因素。结果表明:1)在认知层次,游客对长城的价值认知以美学价值、历史价值与精神价值为核心层,以科学价值与社会价值为附属层,主要关联长城的文化景观与文学美学价值、历史见证与象征价值、民族精神与爱国精神等价值内涵;2)在态度层次,游客对长城的遗产认同以个体的好汉认同、国族认同为主,基于长城的文化认同表达较弱,主要受长城的美学价值、历史价值与精神价值影响;3)在行为层次,游客对长城的旅游忠诚度以推荐与重游行为意向为主,主要受长城的美学价值、历史价值与导游服务影响;但游览其他长城遗产旅游地的行为意向普遍偏低,与长城旅游线路空间设计不合理、门票性价比低与价值传播不完整有关。Due to the large spatial scale,the dispersion of multiple heritage elements,and the restriction of the territorial management system,Chinese linear cultural heritage has long faced the dissonance between the inheritance of its holistic value and the fragmented communication of its sectional tourismification.The existing studies have not paid enough attention to the multi-level value communication effect and its influencing factors of linear cultural heritage tourism communication,making it difficult to provide an effective theoretical reference for solving its practical contradictions.Therefore,this study takes the linear cultural heritage of the Great Wall as an example and uses the content analysis to explore the characteristics and influencing factors of its multi-level value communication effect in the context of sectional tourismification.The results are as follows.(1)At the cognitive level,tourists'cognition of the Great Wall values takes the aesthetic value,historical value and spiritual value as the core layer,and the scientific value and social value as the auxiliary layer,which are mainly related to the cultural landscape and literary aesthetic value,historical witness and symbolic value,as well as national spirit and patriotic spirit.(2)At the attitude level,tourists'heritage identity of the Great Wall is mainly individual hero identity and national identity,while the cultural identity is weak,which is mainly affected by its aesthetic value,historical value,and spiritual value.(3)At the behavioral level,tourists'loyalty to the Great Wall is mainly based on the intention of recommending and revisiting the Great Wall,which is mainly affected by its aesthetic value,historical value,and tour guide services;However,their behavioral intention to visit other Great Wall heritage sites is generally weak,which is related to the unreasonable spatial design of the Great Wall tourism routes,the low cost performance of tickets and incomplete value communication.In terms of research significance,this study not only i

关 键 词：线性文化遗产 长城 旅游利用 遗产价值 传播效果 

分 类 号：F592[经济管理—旅游管理] K878.3[经济管理—产业经济]