“网红”旅游地“好客”形象的建构--以淄博为例  

Construction of the“Hospitality”Image of Internet-famous Tourism Destination:A Case Study of Zibo

作　　者：谢晓如 翁晴 朱竑[1,2,3] XIE Xiaoru;WENG Qing;ZHU Hong(School of Geography and Remote Sensing,Guangzhou University,Guangzhou 510006,China;Center for Human Geography and Urban Development,Guangzhou 51006,China;Guangdong Provincial Center for Urban and Migration Studies,Guangzhou 510006,China)

机构地区：[1]广州大学地理科学与遥感学院,广东广州510006 [2]华南人文地理与城市发展研究中心,广东广州510006 [3]广东省城市与移民研究中心,广东广州510006

出　　处：《旅游学刊》2024年第11期108-123,共16页Tourism Tribune

基　　金：国家自然科学基金项目“数字媒介下乡村性的展演及在地化实践”(42401265);教育部人文社会科学基金项目“数字媒介下的乡村性展演与社会创新实践”(24YJCZH355);广东省基础与应用基础研究基金项目“珠三角乡村社会创新与地方重构:过程、机制与效应研究”(2023A1515110318);广东省平台基地及科技基础条件建设项目“广东乡村地域系统野外科学观测研究站”(2021B1212050026)共同资助。

摘　　要：2023年初,传统工业城市淄博因“烧烤”话题燃爆互联网,旋即引起广泛关注,并迅速成为“网红”旅游地。文章探讨了淄博如何以“烧烤”为媒介,通过有效呼应互联网的影响,在政府、本地居民和游客三大主体的联动下,借助城市形象打造与旅游空间塑造、居民与游客主客关系的协同,将淄博“好客”文化的地方实践与城市旅游的快速转型相结合。该研究从待客之道作为一种日常生活政治的视角研究了淄博好客形象的建构框架,并为好客城市形象的构建提供了一种新的理论解释。同时,重点考察了城市制度从管理到治理的转变下“好客淄博”城市景观的塑造、居民对本土“好客”文化的传承,以及游客积极参与地方“好客”话语的传播与形象构建的过程。结果表明,“淄博烧烤”在互联网引流下演变为城市旅游中的好客话语,并通过政府、居民与游客之间的主客互动,从城市物质空间、情感实践与文化意涵上建构了淄博好客的地方形象。尽管淄博的旅游市场在热潮之后有所回落,但其持续吸引游客的潜力仍然存在。未来研究可以进一步关注其旅游市场及游客对当地好客文化体验的变化,为其他新兴“网红”城市的持续发展提供路径参考。总体而言,该研究为城市旅游的发展提供了新的理论解释,从“好客”作为一种日常生活政治的视角强调了互联网时代城市旅游中本地居民对游客态度的好坏对城市旅游的重要性。In early 2023,Zibo,a traditional industrial city in Shandong province,quickly became an Internet sensation and a trending tourist destination due to the widespread popularity of its barbecue,which took social media by storm.This sudden rise in attention turned“Zibo Barbecue”into a viral topic,drawing in waves of visitors and boosting the city’s popularity nationwide.The rapid transformation of Zibo into a“popular tourist city”raises important questions regarding the underlying mechanisms that contributed to this phenomenon.This study aims to explore how Zibo leveraged its barbecue culture as a medium to respond effectively to the dynamics of the digital age,and how the collaboration among the government,local residents,and tourists created a distinctive city image.The research focuses on understanding how these three key stakeholders interacted and co-created the image of“Hospitable Zibo”through spatial reconfiguration,the transformation of host-guest relationships,and the interplay of local cultural practices and urban tourism strategies.Specifically,the study investigates how the city’s traditional hospitality culture was strategically integrated into urban tourism development,transitioning from a conventional management model to a more inclusive governance approach that values active participation.It delves into how the“Hospitable Zibo”landscape was constructed through the convergence of government initiatives,local residents’involvement,and tourists’active engagement.It emphasizes the role of digital media in not only amplifying local practices but also in shaping the narrative of hospitality that aligns with both local cultural values and modern tourism demands.The research result reveals that“Zibo Barbecue”served as a catalyst for developing a hospitality discourse within the city’s tourism sector.It spurred a reimagining of the city’s material and symbolic spaces,reinforcing a local identity rooted in warmth and openness.Through the dynamic interactions between the governmen

关 键 词：互联网 淄博烧烤 好客山东 城市转型 “网红”旅游地 

分 类 号：F59[经济管理—旅游管理]