基于游客感知的凤凰古城文旅融合特征  

A Research on the Integration Characteristics of Culture and Tourism in Fenghuang Ancient City Based on Tourists’Perception

作　　者：陈刚强 王晓霞 申秀英[1] 刘沛林 CHEN Gangqiang;WANG Xiaoxia;SHEN Xiuying;LIU Peilin(College of Geography and Tourism,Hengyang Normal University,Hengyang Hunan 421002,China;School of Economics and Management,Changsha University,Changsha Hunan 410022,China;Institute of Rural Revitalization,Changsha University,Changsha Hunan 410022,China)

机构地区：[1]衡阳师范学院地理与旅游学院,湖南衡阳421002 [2]长沙学院经济与管理学院,湖南长沙410022 [3]长沙学院乡村振兴研究院,湖南长沙410022

出　　处：《长沙大学学报》2024年第3期37-45,共9页Journal of Changsha University

基　　金：湖南省社科规划课题“湖南传统村落地域文化基因图谱挖掘及其个性化保护对策研究”,编号:22JD051。

摘　　要：文旅深度融合是古村镇旅游业高质量发展的内在动力。文章基于马蜂窝等9个主要旅游网站的2892篇游记,运用语义网络聚类分析、社会网络分析等方法,构建游客感知下的旅游要素网络结构,探究凤凰古城的文旅融合特征。基于感知形象的分析表明,凤凰古城文旅融合的总体特征体现出以苗族文化为核心,以“食住行游购娱”为主体构成的高质量发展趋势。通过语义网络聚类分析对凤凰古城文旅融合特征的类型进行划分,共包括3个一级子群,8个二级子群。其中,文化景观类要素位于网络核心位置,其后依次为旅游消费类和旅游交通类要素,体现了凤凰古城独特悠久的历史文化,以产品承载文化内涵和景观群化的文旅融合特色。从感知形象的情感要素网络结构来看,游客对凤凰古城的景观要素感知整体上是积极的,表明了游客对凤凰古城文旅融合发展特色的高度认可,负面评价集中于食住购娱方面,反映出部分景观存在文旅融合层次不高、过度商业化等问题。文章结论可为我国古村镇文旅深度融合和高质量发展提供参考。The deep integration of culture and tourism is the internal driving force for the high-quality development of the tourism industry in ancient villages and towns.Based on 2,892 travel notes from 9 major tourism websites such as Mafengwo,this paper uses methods such as semantic network clustering and social network analysis to construct a network structure of tourism elements perceived by tourists,exploring the cultural and tourism integration characteristics of Fenghuang Ancient City.The analysis based on perceptual image shows that the overall characteristics of the integration of culture and tourism in Fenghuang Ancient City reflect a high-quality development trend centered on Miao culture and mainly composed of“food,housing,transportation,travel,shopping,and entertainment”.By using semantic network clustering analysis,the types of cultural and tourism fusion features of Fenghuang Ancient City are divided into 3 categories of primary subgroups and 8 items of secondary subgroups.The cultural attraction elements are located at the core of the network,followed by tourist consumption elements,and transportation elements,reflecting the unique and long-standing historical culture of Fenghuang Ancient City.The integration of cultural connotations and landscape integration features is carried by products.From the perspective of the emotional element network structure of perception image,tourists’perception of the landscape elements of Fenghuang Ancient City is generally positive,indicating their deep recognition of the cultural and tourism integration development characteristics of Fenghuang Ancient City.Negative evaluations focus on food,accommodation,shopping,and entertainment elements,reflecting the problems of low level of cultural and tourism integration and excessive commercialization in some landscapes.The conclusions of this paper can provide reference value for the deep integration of culture and tourism in ancient villages and towns in China and the high-quality development of tourism.

关 键 词：网络结构分析 凤凰古城 聚类分析 文旅融合特征 

分 类 号：F592.7[经济管理—旅游管理]