文化IP解码视角下旅游者文化感知对文化认同的作用机理——以长江国家文化公园为例  

The mechanism of tourists’cultural perception on cultural identity from the perspective of cultural IP decoding:Taking the Yangtze River National Cultural Park as an example

作　　者：田美玲 方世明 寇圆圆 张弢 Tian Meiling;Fang Shiming;Kou Yuanyuan;Zhang Tao(College of Resource Environment and Tourism,Hubei University of Arts and Science,Xiangyang 441053,China;School of Public Administration,China University of Geosciences,Wuhan 430074,China;Shandong Yantai Longkou No.1 Middle School,Yantai 265703,China)

机构地区：[1]湖北文理学院资源环境与旅游学院,襄阳441053 [2]中国地质大学(武汉)公共管理学院,武汉430074 [3]山东省烟台市龙口第一中学,烟台265703

出　　处：《中国生态旅游》2024年第5期980-993,共14页Journal of Chinese Ecotourism

基　　金：湖北省长江国家文化公园建设研究项目(HCYK2022Y49);湖北省教育厅哲学社会科学研究重点项目(20D087);湖北省高校人文社科重点研究基地—湖北文理学院鄂北区域发展研究中心项目(2024JDA08)

摘　　要：深化旅游者文化感知是强化其旅游实践过程中文化认同的重要途径。基于文化IP解码视角,运用文本挖掘、多元回归模型和扎根理论,识别长江国家文化公园旅游者文化感知的多元维度,检验文化感知与文化认同的关系,探究文化感知对文化认同的作用机理。结果表明:(1)旅游者文化感知具有文化符号感知、文化场景感知、历史遗迹感知、服务设施感知等多元表征,分别与文化IP解码层级中的文化内涵解码、文化价值解码、文化精神解码、文化空间解码互为逻辑对应关系;(2)旅游者文化感知与文化认同高度相关。旅游者文化感知解释变量可以细分为民族民俗文化、景观建筑、文化氛围、场景互动、历史事迹、遗址遗迹6个维度,各维度指标均对旅游者文化认同具有显著影响;(3)旅游者在文化感知过程中通过动机索引、感官体验、情境交融、感知升华4个阶段的层层递进,最终生成文化认同,文化认同具体表现为价值认同和身份认同,是旅游者和文化互动的结果。研究补充了文化感知的分析视角,深化了文化感知-认同机制的理论认识,为推进文化和旅游深度融合发展,铸牢中华民族共同体意识提供了实践参考。Strengthening tourists’cultural perception is an important way to strengthen their cultural identity in the process of tourism practice.Based on the perspective of cultural IP decoding,using text mining and grounded theory,the paper identified the multiple dimensions of cultural perception of tourists in the Yangtze River National Cultural Park,constructed a theoretical model of cultural perception affecting cultural identity,and explored the mechanism of cultural perception affecting cultural identity.The results show that:(1)tourists’cultural perception has multiple representations such as cultural symbol perception,cultural scenes perception,historical relics perception,and service facility perception,which are logically corresponding to the decoding of cultural connotations,cultural values,cultural spirits,and cultural spaces in the process of cultural IP decoding hierarchy,respectively.(2)Tourists’cultural perception and cultural identity are highly correlated.The explanatory variables for tourist cultural perception can be subdivided into six dimensions:ethnic and folk culture,landscape architecture,cultural atmosphere,scene interaction,historical events,and historical ruins,and the indicators of each dimension have a significant impact on tourist cultural identity.(3)Tourists’cultural perception is generated through four procedural stages:motivation index,sensory experience,situational integration,and perceptual sublimation.Cultural identity is specifically manifested as value recognition and identity recognition,which is the result of interaction between tourists and culture.The research has supplemented the analytical perspective of cultural perception,deepened the theoretical understanding of the cultural perception identity mechanism,and provided reference for promoting the deep integration of culture and tourism development and strengthening the sense of community of the Chinese nation.

关 键 词：文化IP 文化感知 文化认同 价值认同 身份认同 文旅融合 长江国家文化公园 

分 类 号：G127[文化科学] F592.7[经济管理—旅游管理]