基于游客照片的皖南古村落目的地意象——以安徽宏村为例

doi:10.18402/resci.2020.05.11

摘要/Abstract

摘要：

旅游目的地意象是目的地形象形成的前提,也是游客旅游决策的前置变量。成熟的游客将会投入更多资源参与决策过程,也更依赖目的地意象而非目的地形象作出旅游决策。本文以安徽宏村为案例地,以发表在旅游社交网站中的游客照片为研究样本,采用NVivo11软件进行内容编码,并用UCINET6社会网络分析软件对编码后的节点数据进行了共现网络的量化分析,从景观元素及元素组合两个层面解读游客对宏村的意象感知。结果表明,自然风光和建筑构成了游客凝视下宏村的主体意象元素。由徽派特色民居和古村落水景等元素构成的“水墨宏村”意象游客关注度最高。空间上,各种景观元素有机组合,人文建筑与自然风光交相辉映,田园景观与古村群落相互映衬,当地独特的文化元素和古村落乡村生活画卷相得益彰。本文还基于游客照片分析的目的地意象研究个案,解读了游客凝视焦点和核心诉求,总结了皖南古村落旅游开发及营销中存在的具体问题。研究结论有助于古村落目的地明确自身资源保护和利用方向,优化旅游产品开发和供给,精准打造古村落IP并进行市场营销。

关键词: 游客照片, 目的地意象, 古村落, 内容分析, 共现网络分析, 宏村

Abstract:

Destination imagery (DY) is the premise of the formation of destination image (DI) and a determinant of tourists’ decision making. Mature tourists will invest more resources to participate in the decision-making process, and they rely more on DY than DI to make decisions. In this article, based on a case study of Hongcun Village in Anhui Province, the tourists’ photos published on the tourism social media website were analyzed. First, content coding was finished in NVivo11, then UCINET6 was used for co-occurrence network analysis of the encoded node data. Finally, the DY perception of tourists of Hongcun was interpreted from two aspects of landscape elements and element combination. The results show that, natural scenery and architecture constitute the main DY elements of Hongcun under the gaze of tourists. Tourists paid the highest attention to the image of “ink Hongcun,” which composed of the elements such as Huizhou style folk houses and ancient village waterscape. From a spatial perspective, various landscape elements were organically combined, cultural buildings and natural scenery were equally reflected, rural landscape and ancient village community were both present, and local unique cultural elements and ancient village life picture complemented each other. Based on the case study of destination imagery analyzed using tourists’ photos, this study interpreted the focus of tourists’ gaze and core demands, and summarized the specific problems existing in the development and marketing of ancient village tourism in southern Anhui. The conclusions could help ancient village destinations to define their own resource protection and utilization direction, optimize the development and supply of tourism products, accurately build ancient village identity, and carry out marketing strategies.

Key words: tourist photos, desitination imagery (DY), ancient villages, content analysis, co-occurrence network analysis, Hongcun Village

曹兴平, 贺涵, 冯琴, 胡家镜, 郭凌. 基于游客照片的皖南古村落目的地意象——以安徽宏村为例[J]. 资源科学, 2020, 42(5): 933-945.

CAO Xingping, HE Han, FENG Qin, HU Jiajing, GUO Ling. Destination imagery of ancient villages in southern Anhui Province based on tourists’photos: A case from Hongcun Village[J]. Resources Science, 2020, 42(5): 933-945.

图/表 9

表1

表2

宏村旅游照片自由节点编码说明"

自由节点	参考点说明
1桥梁;2徽派特色民居;3现代建筑	建筑是照片的主要焦点,不包括名人故居等历史遗迹（此类划分到历史文化遗存节点中）;其中徽派特色民居是指当地所特有的历史悠久的徽派建筑物;现代建筑民居区别于徽派特色,是具有现代感的整体或外部建筑,如现代酒店、民宿建筑。
1景区设施;2交通设施;3旅游服务设施	照片的某个焦点与旅游服务系统和旅游支持系统有关。主要包括以游客为主要消费和服务对象的场所,如酒店、饭店、旅游纪念品店、指示牌、游览图、游览道路（包括大交通和小交通）等。
1游客;2当地人	人物位于照片的中央或者是一个焦点,主要是特写形式。照片中只是一个人物对象的读取,不能反映出其他任何行为活动。
1当地人日常生活;2当地人劳动场景;3游客写生;4游客其他休闲活动	人物的活动为照片主要焦点,反映当地人真实的生活方式和环境;以及游客一系列自发活动的写实。
1地方美食;2其他食物	食物是照片的主要焦点或之一,地方美食指当地所特有的食物,如毛豆腐、臭鳜鱼、腊猪腿等。其他食物是寻常饭店或商店的一些常见食物。
民族风俗礼俗展示	照片反映的主题是为旅游服务的、表演的、展示式的非本真的行为及活动,主要目的是利用当地特色文化吸引游客。
1农产品;2红灯笼;3其他当地特色	照片的焦点主要为农副产品和地方的特色物品,如辣椒、灯笼、茶叶、晾晒的竹笋等。照片通常以特写方式进行拍摄。
1古代物件;2名人故居;3遗址遗迹	照片焦点对象反映出历史文化感,主要表现的内容与文化、艺术、历史场景有关,如传统工艺品、史前人类活动场所、墓葬、名人故居等,其中古代物件指柱雕、木雕、飞檐等历史感强的物件。
1动物;2植物	动植物是照片的主要焦点,包括动植物在内或动植物特写照片,其中大片成林树木组成的远景不归为此类,归为自然景观里的山景。
1农田景观;2油菜花;3荷花	与农活、农田作物、乡村田园相关的景观,如农田成片农作物的场景,以及其他作物景观,不包括当地居民劳作的场面。
1水景;2蓝天白云;3云雾;4雨;5夕阳;6山景	自然吸引物需在照片的焦点位置,主要包括受人为因素比较小,而自然形成的吸引物,如水景、山景等,天象气候景观也被纳入到其概念之下,如果处于照片最边缘且模糊不清的元素,则放弃。
小巷	深巷小道等狭窄路径为照片主要焦点,表现出幽深、宁静、徽派特色性的主题,如民居深处的小巷道。
街景	街道、两边商铺以及游人是照片的主要元素,展现出一种繁荣热闹的景象。
夜景	游客在晚上拍摄的景象,其时间鉴定为天黑之后。
其他	无关内容或无法归类到以上节点类别的照片。

表2

表3

表4

表5

图1

图2

图3

图4

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时间	马蜂窝	携程	途牛	百度旅游	总计	抽样	抽样比/%
2017.06	66	47	0	32	145	15	1.47
2017.07	118	85	0	57	260	26	2.64
2017.08	346	175	0	29	550	56	5.58
2017.09	304	166	0	1	471	48	4.78
2017.10	288	124	0	16	428	43	4.35
2017.11	233	98	85	15	431	44	4.38
2017.12	724	142	0	35	901	91	9.15
2018.01	72	79	142	53	346	35	3.51
2018.02	174	416	0	2	592	60	6.01
2018.03	482	508	0	0	990	101	10.05
2018.04	751	584	31	48	1414	144	14.36
2018.05	159	339	0	41	539	55	5.47
2018.06	308	547	311	0	1166	118	11.84
2018.07	162	412	181	0	755	77	7.67
2018.08	305	392	164	0	861	87	8.74
总计	4492	4114	914	329	9849	1000	100

父节点	照片数	节点比例/%	父节点	照片数	节点比例/%
自然风光	529	26.06	旅游支持系统	65	3.20
建筑	500	24.63	小巷	64	3.15
动植物	247	12.17	食物	48	2.36
当地特色物品	133	6.55	夜景	42	2.07
物质文化遗存	127	6.26	其他	28	1.38
人物活动	87	4.29	街景	13	0.64
田园风光	74	3.65	舞台化表演	2	0.10
人物	71	3.50