且听草原:内蒙古草原歌曲的地方意象表征与受众旅游意愿  

Listening to the Prairie:Exploring the Local Imagery in Inner Mongolian Grassland Songs and Their Influence on Tourist Desire

作　　者：王公为[1] 王一丁 任佳惠 Wang Gongwei;Wang Yiding;Ren Jiahui(School of History and Tourism Culture,Inner Mongolia University,Hohhot,Inner Mongolia Autonomous Region 010070,China;School of Tourism Sciences,Beijing International Studies University,Beijing 100024,China)

机构地区：[1]内蒙古大学历史与旅游文化学院,内蒙古呼和浩特0100702 [2]北京第二外国语学院旅游科学学院,北京100024

出　　处：《西部经济管理论坛》2024年第4期28-37,85,共11页West Forum on Economy and Management

基　　金：国家社科基金一般项目“一带一路”视阈下“万里茶道”国际旅游品牌共商共建共享机制研究(18BGL148);内蒙古自治区高等学校创新团队发展计划“内蒙古文化旅游融合发展研究”(NMGIRT2206);内蒙古大学研究生精品课程建设项目“旅游与地域文化研究”(11200-12100694)。

摘　　要：草原歌曲是展现北疆文化和草原文化的重要载体,也是提升草原旅游地品牌资产、激发游客旅游动机的重要营销工具和手段。文章选取典型的内蒙古草原歌曲为研究对象,运用关键词共现分析法、社会网络分析法、内容分析法等方法,分析了内蒙古草原歌曲的地方意象表征、特征及其对受众出游意愿的影响。研究发现:(1)内蒙古草原歌曲以“草原”为主题展开,歌词涵盖草原上的气候与天象景观、生物景观、文化景观、社会关系和情绪情感等内容。(2)内蒙古草原歌曲的内容呈现出“核心-半边缘-边缘”的圈层结构,核心区词汇主要由物质景观和社会心理两个维度构成,半边缘区词汇聚焦于草原空间的文化意象,边缘区词汇反映某一主题歌曲的延展意象。(3)内蒙古草原歌曲表现出景观意象在地化、文化意象层次化和情感意象诗意化等地方意象特征。(4)内蒙古草原歌曲通过景观吸引、文化吸引和情感吸引对受众旅游意愿产生拉动作用。基于上述研究结论,文章提出通过加强草原旅游歌曲的感官营销、推动草原音乐旅游产品的开发等举措促进旅游业发展的建议。Prairie songs serve not only as crucial cultural expressions of the northern frontier and grassland heritage but also as effective marketing tools to enhance the brand equity of grassland tourism destinations and stimulate tourist motivations.This study focuses on typical Inner Mongolian grassland songs,employing mixed research methods including keyword co-occurrence analysis,social network analysis,and content analysis to analyze their representation of place imagery and their impact on travel intentions.The findings are as follows:(1)Inner Mongolian grassland songs predominantly feature themes of the"grassland,"encompassing climate,celestial landscapes,biological diversity,cultural dynamics,and emotional connections.(2)The content structure of these songs exhibits a concentric pattern of"core,semi-marginal,and marginal"themes.Core themes primarily cover material landscapes and social psychology,while semi-marginal themes emphasize cultural imagery within the grassland space,and marginal themes extend into specific thematic explorations.(3)Inner Mongolian grassland songs demonstrate characteristics of localized landscape imagery,hierarchical cultural representations,and emotive poetic expressions.(4)These songs significantly influence travel intentions through their appeal in landscape aesthetics,cultural narratives,and emotional resonances.Based on these conclusions,the paper proposes strategies to promote grassland music tourism by enhancing sensory marketing in grassland tourism songs and developing innovative grassland music tourism products.

关 键 词：草原歌曲 旅游歌曲 地方意象 北疆文化 草原文化 

分 类 号：F590[经济管理—旅游管理]