摘要
文章从历史演进和意识建构角度阐释现代乡村旅游的原根性诉求,探讨乡村旅游诉求的历史基础和社会背景,从文献出发构建了乡村旅游需求分析框架。实证研究发现乡村旅游需求呈非正态分布特征,大多数乡村游客对学界强调的"乡村性"事项并不关心,主要是异化的乡村旅游产品促成乡村游客调整了自己的需求和目标。研究认为,乡村旅游的本质是乡土-人性结构的回归与重建,但多种媒体"伪乡村"的旅游形象建构导致了乡村旅游原根性诉求的异化与"伪乡村旅游"意识形态的形成;以经济价值为评价标准的产业发展导向是乡村旅游产生诸多问题的根源,乡村旅游亟需深刻的反思与革命,重新定位乡村的"美丽"内涵,回归乡村养育生命、化育人性的根性功能,实现"安天下、稳民心",以致"近者悦、远者来"之愿景。
The original appeals of rural tourism to tourists under the background of modernization from the historical evolution and ideology construction are discussed. Here the original appeals of rural tourism refer to a kind of appeals for the source of life,culture and identity. Along with the historical basis and social background of the rural tourism demands, an analytical framework of the rural tourism demand mechanism is constructed based on the literature. The paper then analyzes the dissimilation mechanism of the original appeals of rural tourism through an empirical study. Theoretically speaking,the original appeals of rural tourism should be the prime rural tourism motivation, which essentially originates from the psychological identity structure of people with a spiritual connection to the land,based on their historical and social background. Researchers have also emphasized the centrality of＂rurality＂to rural tourism studies. The proportion of tourists in rural areas who are motivated to discover new tourism opportunities should be relatively small because of the nature of the destination,which points to the diversity of routes and destinations. However, the results of the survey showed an abnormal distribution in the proportion of rural tourism demand structure; the proportion of rural tourists who sought the original appeals of tourism was relatively small（18.6%）. In reality, most tourists do not care about the＂rurality＂matters discussed in the literature. What causes this paradox？Further interviews found that tourists in rural areas were induced to adjust their needs and goals because rural tourism products alienated them. Moreover, underlying tourists＇ alienation with the original appeals of Chinese rural tourism, we discovered that their very precious and fragile faith in the spiritual relationship between people and the land was the basic power of rural tourism. When the economic value is used mainly as the evaluation standard in the tourism- oriented industrial development in a multimedia context, it results in the reconstruction of the rural tourism function and tourists are alienated from the original appeals of rural tourism. Through logical reasoning and empirical study, the paper draws the following conclusion. The basic power of rural tourism is in the worship of people＇s spiritual connection to the Earth, their psychological structure and agricultural spirit, which is taught by the deep philosophical identification with people＇s relationship with the land.The postmodernism revolt based on the alienation of human nature and associated identity crisis is a modern engine of rural tourism. The essence of rural tourism is a reversion and reconstruction of human identity to a patriotic structure based on the relationship between people and their country. The tourism image construction of colonial discourse in the media converted the property of rural space from being productive to one to be consumed and created an alienation with rural tourism demands and the＂pseudo-rural tourism＂ideology. Taking the economic value as the evaluation standard to orientate industrial development is the root of many rural tourism problems. A full reflection on rural tourism is urgently needed to revolutionize the direction of tourism development and goals to realize gradually the cultural salvation of country and human nature in the reversion of the properties of the country and tourism tradition. The productive and livelihood elements of rurality foster life and civilize human nature in relation to the security of human survival and healthy life values, which are also the sources of sustainable rural tourism development. National thinking about rural tourism development should discard the concepts of ＂nonagricultural development＂ and ＂elimination of famers＂ and return to ＂rural construction＂and＂agriculture reconstruction.＂
出处
《旅游学刊》
CSSCI
北大核心
2015年第7期37-48,共12页
Tourism Tribune
基金
国家旅游局科研基金(13TAAG015)资助~~
关键词
乡村旅游
召唤结构
原根性诉求
需求机制
异化
实证研究
rural tourism
appeal structure
original appeals
demand mechanism
alienation
empirical study
作者简介
陶玉霞（1972-），女，河南浚县人，副教授，研究方向为旅游学基础理论与乡村旅游，E—mail：taoyxia@163．com。
