基于游客的乡愁文化元素认知影响因素研究——以徽州地区为例

doi:10.11821/dlyj020181360

Abstract

Abstract:

The crisis of memory disappearing of local culture has made the development model aimed at "retaining homesickness" become the focus of academia. The function of both protection and activation of local culture has made tourism development an effective way to "keep homesickness" in the field of geography. In recent years, tourist destinations featured with regional nostalgic culture (especially the ancient cities, the traditional villages and the rural areas) have attracted many tourists and developed rapidly. However, the theoretical research on the local nostalgic cultural resources in China lags far behind the practice. At present, there are only a few studies on qualitative description and logical deduction in the academic debate, and case analysis or quantitative research on developing tourism to "keep homesickness" is scarce, which is not conducive to the exploration of the regional nostalgic cultural resources and the tourist destination construction of "retaining nostalgia". Under this background, this paper tries to bridge the gap. Taking Huizhou region as a case study, we examined the influencing factors of tourists' cognition of local nostalgic cultural elements with the aid of cognitive measure analysis, Logistic regression model, etc. During the process, local nostalgic culture elements system was built. This paper reveals that the overall cognition degree of tourists' cultural elements is high, however, there is a big difference between them. Tourists have a higher awareness of the local architecture of the tourist destinations, followed by the natural landscape and local story, while with the lowest cognition of local festivals. The factors that influence the tourists’ cognitive level of local nostalgic cultural elements mainly include tourists’ age, visiting frequency, the motivation of leisure, and the motivation of shopping. The influence of these four factors on the tourists’ cognitive level of local nostalgic cultural elements is the motivation of leisure > visiting frequency > age > the motivation of shopping. Among them, the motivation of leisure, visiting frequency, and age have significantly positive influence on tourists’ cognition, while the motivation of shopping has significant negative effects. This study has certain theoretical significance and reference value in response to the academic community’s assertion that tourism development is a new urbanization model under the concept of "retaining homesickness", broadening the connotation of cultural tourism resources and guiding the exploration of local nostalgic cultural elements through the market segmentation.

Key words: tourists' perspective, local nostalgic cultural elements, cognition, influencing factor, Huizhou region

WANG Xinge, ZHANG Xiyue, CHEN Tian. Influencing factors of tourists' cognition of local nostalgic cultural elements: Take Huizhou region as a case study[J].GEOGRAPHICAL RESEARCH, 2020, 39(3): 682-695.

Figures/Tables 9

Fig. 1

Tab. 1

Tab. 2

Tab. 3

Hierarchies variables of urban memory in Huizhou region"

主类	亚类	基本类型
I自然景观映像	I₁地貌映设	I₁₁高原;I₁₂高山;I₁₃丘陵;I₁₄盆地;I₁₅平原
	I₂气候感知	I₂₁气候舒适度;I₂₂气象景观
	I₃水体景观	I₃₁聚落河流、湖泊、坑（塘）景观
	I₄绿植风光	I₄₁自然及人工林、木、花、草
II建筑风貌格局	II₁建筑质感	II₁₁石材;II₁₂木材;II₁₃砖木混合;II₁₄钢筋混凝土
	II₂建筑色彩	II₂₁建筑外围（墙面、顶棚、支撑体）等的颜色搭配
	II₃建筑装饰	II₃₁基本装饰;II₃₂艺术类装饰;II₃₃宗教类装饰;II₃₄风水类装饰
	II₄建筑构形	II₄₁标识性建筑构形;II₄₂普通民居建筑构形;II₄₃公共建筑构形
	II₅街巷纹理	II₅₁象形;II₅₂对称;II₅₃发散;II₅₄错落有致
III社区生活氛围	III₁方言环境	III₁₁独特方音;III₁₂独特口头用语;III₁₃独特语法
	III₂衣食习惯	III₂₁服饰（衣服、帽、鞋、配饰等）风格;III₂₂饮食（口味、食材、饮品、餐具）习惯
	III₃居民来往	III₃₁邻里串门;III₃₂互助;III₃₃互相馈赠
	III₄社区休闲	III₄₁茶余饭后散步;III₄₂游戏互动;III₄₃歌谣（戏曲）吹拉弹唱;III₄₄影视欣赏;III₄₅物品采购
	III₅礼仪信仰	III₅₁俗礼;III₅₂升学;III₅₃生诞;III₅₄婚嫁;III₅₅丧葬礼仪;III₅₆自然图腾;III₅₇人文信仰
IV劳作场景遗存	IV₁劳作习俗	IV₁₁农耕（旱作、水田、其他）习俗文化;IV₁₂经商习俗文化
	IV₂劳动工具	IV₂₁石木工具;IV₂₂金属工具;IV₂₃机器
	IV₃分工讲究	IV₃₁职能分工;IV₃₂专业分工;IV₃₃技术分工
	IV₄劳动产品	IV₄₁农产品;IV₄₂手工产品;IV₄₃机器产品
V乡土故事人物	V₁民间传说	V₁₁神仙传说;V₁₂历史事件传说;V₁₃地方风物传说;V₁₄习俗传说
	V₂建筑故事	V₂₁建筑缘由;V₂₂设计理念;V₂₃主人轶事
	V₃名人故事	V₃₁文人、巧匠名医、帝王、将相、起义英雄、政治历史人物故事
VI传承技艺表达	VI₁文艺作品	VI₁₁文学作品;VI₁₂艺术（绘画、书法、篆刻等）作品
	VI₂民间游艺	VI₂₁口技;VI₂₂杂技;VI₂₃歌舞;VI₂₄体育竞技
	VI₃传统手工艺	VI₃₁欣赏类手工艺;VI₃₂实用类手工艺;VI₃₃宗教和祭祀类
VII地方节庆展演	VII₁地方节日	VII₁₁传统节日
	VII₂节庆表演	VII₂₁节庆游艺;VII₂₂节庆演出
	VII₃节日习俗	VII₃₁节日饮食;VII₃₂节日服饰;VII₃₃节日互动;VII₃₄节日禁忌

Tab. 3

Fig. 2

Tab. 4

Tab. 5

Tab. 6

Tab. 7

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编号	年龄（岁）	职业	访谈内容
1	28	黄山风景区管理委员会宣传科科员	黄山市旅游业发展概况、徽州文化旅游资源的挖掘、以屯溪黎阳in巷为案例的徽州老宅、美食、名人故事等的休闲转型开发历程
2	>60	屯溪老街周记烧饼老板娘	周记烧饼的历代传承过程、黄山烧饼的烤炉及技艺、黄山烧饼的后续传承
3	>60	屯溪老街胡开文老店老板	非物质文化遗产胡开文墨的传承、制作、胡经营现状、用法及用量讲究
4	>50	宏村村长	宏村旅游开发过程、古民居及水系独特之处、村民日常生活及风俗习惯的旅游化适应
5	70	树人堂后人,上学、种田、经商、写作,人生四部曲	家乡生活感悟、徽州老房子故事、宏村发展历程、经典楹联解读
6	>30	黟县旅游委员会科员驻西递村委会	以徽州文化元素为特色旅游纪念品的战略定位、经营方法
7	55	黄山市竹雕非物质文化遗产传承人	竹雕的工艺解读、徽商发展历程、古徽州第一伟人汪华的传说
8	>60	呈坎本村村民,兼职导游	呈坎建筑故事讲解、呈坎的本地人记忆
9	>60	呈坎本村居民	呈坎“农家乐”的开发及经营、呈坎本村居民之间互助氛围感知
10	>50	画中居客栈主人	徽州民宿开发、居民日常生活休闲氛围体验
11	>20	职业导游	面向游客的宏村、西递、南屏建筑、街巷、生活习俗等标准解读
12	>30	宏村游客,来自美国的自由职业者	徽州文化满意度、宏村与西递的游览印象
13	60多岁	宏村游客,儿子在中国做英文老师,父母退休	宏村文化旅游开发评价：I came to learn, but I'm not learning.

基本属性	类型	所占比例（%）	基本属性	类型	所占比例（%）
年龄（岁）	<18	3.3	职业	企事业单位负责人	19.6
	18~25	16.9		教师	6.2
	26~30	19.5		学生	11.3
	31~40	22.4		普通职员	15.1
	41~50	14.5		离退休人员	14.4
	51~60	8.9		自由职业者	11.0
	>60	14.5		专业技术人员	5.2
				其他	17.2
教育背景	小学及以下	3.8	收入（元/月）	<500	9.3
	初中	3.8		500~2999	10.3
	高中及中专	18.6		3000~4999	18.6
	本/专科生	61.5		5000~7999	23.0
	研究生	12.3		8000~10000	18.2
				>10000	20.6

		A	B	C	D	E	F	G	H	I	J	K	L
A	γ	1
	α												0.893
B	γ	-0.157**	1										-0.051
	α	0.007											0.390
C	γ	-0.165**	-0.181**	1									-0.019
	α	0.005	0.002										0.753
D	γ	-0.270**	-0.004	0.128*	1								0.017
	α	0.000	0.944	0.029									0.769
E	γ	0.080	-0.102	0.232**	0.131*	1
	α	0.175	0.084	0.000	0.026
F	γ	0.027	-0.162**	-0.058	0.058	0.152**
	α	0.648	0.006	0.328	0.325	0.010							0.008
G	γ	-0.098	0.128*	0.036	0.028	0.136*	0.010	1					0.058
	α	0.095	0.029	0.544	0.630	0.021	0.860						0.329
H	γ	0.034	0.094	-0.033	0.181**	0.136*	0.007	0.207**	1				-0.021
	α	0.568	0.110	0.580	0.002	0.020	0.906	0.000					0.718
I	γ	-0.084	0.096	-0.029	0.092	0.117*	-0.094	0.015	0.019	1			-0.113
	α	0.155	0.105	0.627	0.119	0.047	0.110	0.805	0.748				0.056
J	γ	-0.004	0.035	-0.009	0.036	-0.076	-0.059	0.113	0.203**	-0.473**	1		0.084
	α	0.946	0.553	0.877	0.538	0.197	0.316	0.054	0.001	0.000			0.157
K	γ	0.109	-0.053	0.093	-0.108	-0.048	0.162**	0.122*	-0.041	-0.389**	-0.121*	1	-0.015
	α	0.064	0.366	0.116	0.067	0.421	0.006	0.038	0.490	0.000	0.040		0.797
L	γ	-0.008	-0.051	-0.019	0.017	0.102	0.157**	0.058	-0.021	-0.113	0.084	-0.015	1
	α	0.893	0.390	0.753	0.769	0.082	0.008	0.329	0.718	0.056	0.157	0.797

变量	系数估计值(Coefficient)	Z
A（年龄）	0.195	2.51*
B（性别）	0.181	0.83
C（月收入）	-0.068	-0.79
D（教育）程度	0.073	0.49
E（出游次数）	0.111	0.83
F（到游次数）	0.280	2.07*
G（旅游偏好）	0.150	1.19
H（渠道种类）	-0.022	-0.10
I（休闲体验）	0.860	2.13*
J（观光）	0.423	1.27
K（探亲）	0.204	0.35
L（购物）	-4.928	-2.40*

Influencing factors of tourists' cognition of local nostalgic cultural elements: Take Huizhou region as a case study

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	气候感知	2. 天气湿热
	水体景观	3. 水塘、湖较多
	绿植风光	4. 花草树木繁茂
II建筑风貌格局	建筑质感	5. 大多为砖木材质
	建筑色彩	6. 白墙黑瓦青砖
	建筑装饰	7. 木雕、砖雕、石雕
	建筑构形	8. 牌坊;9.马头墙;10.天井
	街巷纹理	11. 宏村呈牛形
III社区生活氛围	方言环境	12. 徽州方言
	衣食习惯	13. 臭鳜鱼;14.毛豆腐
	日常休闲	15. 在河边浣洗、拉家常
	礼仪信仰	16. 重视读书
	劳作习俗	17.“前世不修,生在徽州,十三四岁,往外一丢”的经商习俗
IV劳作场景遗存	劳动工具	18. 旧时农耕生产的犁、耙、锄等农具
	特色产品	19. 黄山烧饼;20. 太平猴魁、祁门红茶、黄山毛峰等名茶 21. 歙砚、徽墨
	民间传说	22. 环秀桥的传说
	建筑故事	23. 宏村南湖书院、敬德堂、树人堂等的故事
V乡土故事人物	名人故事	24. 朱熹、陶行知、戴震
	文艺作品	25. 徽剧
	民间游艺	26. 歙县的“跳钟馗”
VI传承技艺表达	传统手工艺	27. 竹雕
	地方节日	28. 歙县“十月半”
	节庆表演	29. 杂耍、地方戏等
VII地方节庆展演	节日习俗	30. 春节杀猪;31. 端午做糯米饺子

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