旅游者行为再分析:一个厚文化和薄文化的理论视角——以广东省新兴县六祖镇为例  

Revisiting Tourist Behavior from the Perspective of Thick Culture and Thin Culture:A Case Study of Liuzu Town,Xinxing County,Guangdong Province

作　　者：于佳 朱怡帆 孙九霞[1,2,3] YU Jia;ZHU Yifan;SUN Jiuxia(School of Tourism Management,Sun Yat-sen Universit,Zhuhai 519082,China;Center for Tourism,Leisure and Social Development,Sun Yat sen University,Guangzhou 510275,China;Provincial Key Laboratory of Greater Bay Area Humanities Community,Sun Yat sen University,Guangzhou 510275,China)

机构地区：[1]中山大学旅游学院,广东珠海519082 [2]中山大学旅游休闲与社会发展研究中心,广东广州510275 [3]中山大学大湾区人文共同体重点实验室,广东广州510275

出　　处：《旅游学刊》2025年第1期62-74,共13页Tourism Tribune

基　　金：国家社会科学基金重大项目“乡村振兴战略下县域城乡融合发展的理论与实践研究”(22&ZD190);广东省社会科学青年基金“广东省和美乡村旅游的文化体验测度及优化路径研究”(GD24YYJ26)共同资助。

摘　　要：旅游者行为中,既存在基于行为相似性的薄文化倾向,也存在基于文化差异性的厚文化倾向。探究旅游者行为相似性与文化差异性之间的关系,具有重要的理论意义和现实意义。采借政治文化领域的厚文化和薄文化理论,文章提出厚文化和薄文化旅游范畴。厚文化旅游普遍受游客行为背后的传统文化影响,薄文化旅游则是当代社会建构的结果。以广东省新兴县六祖镇为案例地,采用混合研究方法,探讨旅游情境下不同文化倾向对旅游者行为和体验的影响。研究结果表明,首先,作为一种文化观看方式,厚文化和薄文化在游客的观念、心理和行为等维度上具有不同表现。匹配游客厚文化倾向的祈福文化体现为全国和地区两个维度,包括全国普遍性的、历史久远的求神保佑文化和区域性(岭南)的共享迷思。相应地,旅游动机也划分为两种,一种深受传统的、共享的文化观念影响,另一种偏向普遍的心理动机,如生理满足、感官体验等。其次,厚文化旅游和薄文化旅游交织共存,游客在追求厚文化旅游的同时,也追求薄文化旅游。游客所实行的厚文化和薄文化旅游实践,反映出旅游目的地厚文化和薄文化旅游产品的组合关系。造成六祖镇旅游发展困境的主要原因为,与游客薄文化倾向对应的旅游产品不具有卓越性,而对应游客厚文化倾向的寺庙文化在旅游商品化方面出现阻碍。Tourist behavior shows both a tendency toward thin culture based on behavioral similarity and a tendency toward thick culture based on cultural differences.Exploring the relationship between tourist behavior patterns and cultural diversity has significant theoretical and practical implications.Drawing on the theory of thick and thin culture from the field of political science,this paper introduces the concepts of thick and thin cultural tourism.Considering tourists’behaviors and experiences,those that show a strong cultural inclination are categorized as thick cultural tourism,while those reflecting a subtle cultural inclination are classified as thin cultural tourism.Thick cultural tourism is primarily shaped by the traditional culture underlying tourist behavior,while thin cultural tourism emerges from contemporary social constructs.Using Liuzu town in Xinxing county,Guangdong province,as a case study,this research employs a mixed-method approach to investigate how diverse cultural inclinations influence tourist behavior and experiences in the tourism context.The findings indicate that as a method for cultural observation,thick and thin cultures manifest differently in tourists’perceptions,psychology,and behaviors.The prayer culture that aligns with tourists’inclination toward thick culture is reflected in both national and regional dimensions,including the widespread,deeply rooted culture of seeking blessings and region-specific shared myths(i.e.,Lingnan culture).Correspondingly,tourist motivations can be categorized into two types:that is,one primarily influenced by shared traditional culture and the other driven by universal psychological motives,such as physiological satisfaction and sensory experiences.In addition,thick and thin cultural tourism activities coexist and are intertwined because tourists engage with both types of activities at tourism destinations.Hence,tourists’practice of thick and thin cultural tourism reflects the complementary relationship between thick and thin cultural tourism p

关 键 词：旅游者行为 厚文化 薄文化 厚文化旅游 薄文化旅游 

分 类 号：F59[经济管理—旅游管理]