文化遗产旅游景观意象结构性评价与信息化传播
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摘要
遗产是人的遗产,遗产保护的根本目的在于遗产精神与人类文明的传承,因此,遗产原真性不仅仅包括遗产物质外壳的原真,更包括其文化内涵和审美意蕴的原真。遗产旅游在保护遗产景观客体的同时,应肩负起维护遗产景观意象原真的历史使命,为遗产之永存、为文明之延续、为促进实现遗产事业与旅游产业的共同发展贡献力量。如何评价遗产旅游景观意象?如何优化遗产旅游景观意象?又如何传播遗产旅游景观意象?是文化遗产旅游景观意象研究的三大焦点问题。
作为遗产事业与旅游产业的“跨界”产物,遗产旅游发展长期受困于遗产保护与旅游开发两者间的价值观对立,并由此衍生出遗产旅游中的遗产管理难题与旅游开发困局。而作为遗产旅游中旅游者主体与遗产客体互动的桥梁,文化遗产旅游景观意象具有重要的理论与应用价值。本文以苏州园林(拙政园、狮子林)、江南古镇(周庄古镇、乌镇东栅)和文化遗址(鸿山遗址)为例,对文化遗产旅游景观意象进行深入研究,旨在探索文化遗产旅游景观意象的属性结构、形成过程和空间扩散规律,完善文化遗产旅游景观意象评价与传播理论,为文化遗产旅游景观开发中的规划设计、创意策划和信息传播提供思路。
综述发现,前人对旅游地意象的评价和传播研究并不少见,但多数研究目前只关注于其中某一方面,把两者有机结合起来的系统研究尚未见到。本文提出旅游景观意象三维耦合结构理论并以此作为全文的理论基础,借鉴现代信息传播理论思路,在旅游景观意象评价与传播之间搭建桥梁。在旅游意象结构性评价的基础上,以旅游景观意象信源(文化生态系统)为对象,探索基于信宿(旅游者)分析的旅游景观意象优化之道；同时,在分析旅游景观意象传播规律的基础上,提出旅游景观意象信息化传播的重点是基于信宿(旅游者与潜在旅游者)分析的信道(传播媒介)与信息(意象内容)整合。
通过文化遗产旅游景观客体要素的修复和信息结构的完善,文化遗产旅游景观意象将趋于完整、真实,文化遗产旅游景观的文化魅力与旅游吸引力将得到共同提升。本文在文化遗产旅游景观意象结构性评价研究中,首先提出文化遗产旅游景观意象是一个由功能属性、文脉属性和地脉属性所共同构成的三维耦合结构,旅游者处于上述结构的中心,其旅游体验质量是文化遗产旅游景观意象评价的基本依据；进而在此基础上提出一种富有弹性的旅游景观意象评价方法,采用自下而上的客观方法生成各级指标和权重,除了对三类文化遗产旅游景观意象的属性进行线性评价外,还采用耦合协调度模型对其意象结构进行评价；最后,根据文化遗产旅游景观意象结构性评价结果,结合鸿山遗址案例系统提出遗产旅游景观文化生态系统理论,并基于遗产景观文化生态修复原理进一步探索文化遗产旅游景观意象结构性优化之路。
遗产旅游景观文化生态系统的修复、充实、优化必然导致相关意象的更新与再造。对于回到惯常环境的游客或潜在游客而言,只能通过媒体接受相关信息形成旅游景观的感知意象,这类感知意象的形成不同于实地体验意象,传播媒介(信道)的性质和信息接受者(信宿)的文化认同起着非常大的作用。研究首先根据近万个省内调查样本的文化遗产旅游景观意象分布格局,探索分析两类不同案例地的旅游景观意象扩散规律,提出文化遗产旅游景观意象圈层模式和引力模型；进而结合调查数据,采用结构方程分别拟合以传统媒体和新媒体为主导的文化遗产旅游景观意象媒介传播模型,分析文化遗产旅游景观意象媒介整合传播机制；然后根据文化遗产旅游景观意象信息来源差异对全体样本进行细分,采用“重要性-绩效”工具(IPA)确定各受众群体亟需改善的传播媒介和传播内容,提出基于受众细分的文化遗产旅游景观意象传播内容整合方法；最后提出“文化遗产旅游景观意象整合传播模型”,根据地理区位、媒介习惯、遗产态度与价值认知等差异,将文化遗产旅游景观意象传播的总体受众划分为外部群体、中部群体、内部群体与核心群体,通过针对性的传媒整合与内容整合,全面弥合不同受众群体间的文化遗产旅游景观意象信息鸿沟。
文化遗产旅游景观意象是一个客观存在于旅游者与潜在旅游者主观世界之中的信息结构,本文研究始于对这一信息结构的信源质量评价和优化,收于对这一信息结构的信道管理与信宿分析。论文的研究成果一方面为文化遗产旅游景观的虚拟化、信息化设计营造提供了理论思路；另一方面也为新媒体时代的文化遗产的保护传承、开发管理等提供了实践导向。
Heritage is human's heritage. The fundamental purpose of heritage protection is to inherit the spiritual heritage and human civilization. Therefore, heritage authenticity includes not only the shell of the original material, but also its cultural connotation and aesthetic meaning of the original truth. While in heritage protection, conservation of heritage landscape image authenticity is the historical mission of heritage tourism, which contributes a lot to the heritage perpetuation, to the civilization extension, and to the common development of heritage cause and traveling industry. Therefore, the three issues, i.e., how to assess heritage tourism landscape images, how to improve it and how to disseminate it, have become the key on the study of heritage tourism landscape images.
Heritage tourism is a heritage and tourism "cross" product. Conflicts between heritage and tourism values have long existed in heritage tourism, which breeds heritage management challenges and tourism development difficulties. Heritage tourism landscape images, an interactive bridge between heritage tourists and heritage landscape, have important theoretical and practical value. This paper takes Suzhou Gardens (Humble Administrator's Garden, Lion Cave Grove), southern Yangtze River towns (Zhouzhuang, Wuzhen East Gate) and cultural sites (Hongshan relic site) as study cases to make a profound study on cultural heritage tourism landscape images. It aims at exploring the structure, the formation and the diffusion process of cultural heritage tourism landscape images, perfecting their evaluation and diffusion theories and providing new perceptions in cultural heritage tourism landscape planning and designing, in originality creation and in information dissemination.
From relevant study review, tourism image evaluation and dissemination researches were not uncommon. However, most of the studies merely focus on either aspect of them, and combinations of the two in the system have not yet been found. In this paper, the three-dimensioned coupling structure of tourist landscape images theory is brought forth. By taking the theory as the basis in the full-text and by drawing on the theoretical ideas of modern information dissemination, a bridge is thus laid between the image evaluation and the dissemination of tourist attractions. On the basis of the structured evaluation of the tourism images, this paper chooses the destination-based (tourists) analysis of the source (cultural and ecological systems) as the research object, and then explores the proper ways of optimizing tourist attractions. At the same time, based on the analysis of tourist landscape image dissemination law, it puts forward the idea that the key of tourism landscape image information dissemination lies in the destination-analysis-based (tourists and potential tourists) channel (the media) and information (image content) integration.
Through the restoration of the landscape elements and the improvement of the objective information structure of the cultural heritage tourism, cultural heritage tourism landscape images tend to be complete and authentic, and the cultural charm and tourist attractiveness of the landscape will be jointly promoted in tourism attractions. In the study of the structural evaluation of cultural heritage tourism image of the landscape, this paper first proposes that heritage tourism image is a three-dimensional structure which couples together the landscape functional attribute, context attribute and land property. What is more, tourists have always been in the center of the structure, and so their experience should be the fundamental basis of cultural heritage tourism landscape image evaluation. And then, on this basis, a flexible image evaluation method is put forward by applying a bottom-up method to generate levels of objective indicators and weights. In addition to the linear assessment for the image properties of cultural heritage tourism landscape in three types, it also appraises the images by coupling its image structure with the coordination degree evaluation model. Finally, according to the structural image evaluation results of the cultural heritage tourism landscape and by combing the David Hill case system, it raises the cultural eco-system theory of heritage tourism landscape; furthermore, based on the ecological restoration principles of cultural heritage tourism landscape, it further probes into the path to the structural optimization of landscape and cultural heritages.
To improve the image dissemination efficiency of cultural heritage tourism landscape so as to enable image information to accurately reach the actual users (i.e., tourists or potential tourists) will reduce image producing costs and improve tourists traveling experience. In studying the image information dissemination of cultural heritage tourism landscape, first of all, this paper makes a survey of about ten thousand samples to the image distribution patterns of the cultural heritage tourist attractions in Jiangsu Province, explores two types of cultural heritage tourism image diffusion laws of the case sites, and advances the heritage tourism landscape image circle model and the gravity model. Then, combined with survey data, it applies structural equation to fitting the two types of media-led (conventional media and new media) vector-borne model of cultural heritage tourism landscape image, and analyzes the mechanism of integration dissemination model of cultural heritage tourism media. Then, according to the different sources of the tourism landscape image information, it subdivides all the samples, uses the "importance-performance" tool (IPA) to determine the dissemination media and content which are in urgent need of improvement by tourists, and suggests the integration method of the dissemination content of cultural heritage tourism landscape image. Finally, it establishes "image integration model of cultural heritage tourism landscape". According to it, by based on the different geographical locations, media customs, heritage attitudes and value perception, it divides the overall audience engaged in cultural heritage tourism landscape image dissemination into the external group, the intermediate group, interior group and core group. As a result, through targeted media integration and content integration, it tends to fully bridge up the information gap of the cultural heritage tourism landscape images between different audience groups.
Cultural heritage tourism landscape image is an information structure that objectively exists in the subjective world of tourists and potential tourists. This paper begins with the structure's information source quality optimization and evaluation, and concludes at the information channel management and analysis of the destination. The result of this paper is of significance in two ways. On the one hand, it proposes theoretical perception to the virtualization of cultural heritage tourism landscape and the informatization in its designing and construction. On the other hand, it offers practical guidance to the protection and inheritance, and the development and management of cultural heritage in new media era.
作为遗产事业与旅游产业的“跨界”产物,遗产旅游发展长期受困于遗产保护与旅游开发两者间的价值观对立,并由此衍生出遗产旅游中的遗产管理难题与旅游开发困局。而作为遗产旅游中旅游者主体与遗产客体互动的桥梁,文化遗产旅游景观意象具有重要的理论与应用价值。本文以苏州园林(拙政园、狮子林)、江南古镇(周庄古镇、乌镇东栅)和文化遗址(鸿山遗址)为例,对文化遗产旅游景观意象进行深入研究,旨在探索文化遗产旅游景观意象的属性结构、形成过程和空间扩散规律,完善文化遗产旅游景观意象评价与传播理论,为文化遗产旅游景观开发中的规划设计、创意策划和信息传播提供思路。
综述发现,前人对旅游地意象的评价和传播研究并不少见,但多数研究目前只关注于其中某一方面,把两者有机结合起来的系统研究尚未见到。本文提出旅游景观意象三维耦合结构理论并以此作为全文的理论基础,借鉴现代信息传播理论思路,在旅游景观意象评价与传播之间搭建桥梁。在旅游意象结构性评价的基础上,以旅游景观意象信源(文化生态系统)为对象,探索基于信宿(旅游者)分析的旅游景观意象优化之道；同时,在分析旅游景观意象传播规律的基础上,提出旅游景观意象信息化传播的重点是基于信宿(旅游者与潜在旅游者)分析的信道(传播媒介)与信息(意象内容)整合。
通过文化遗产旅游景观客体要素的修复和信息结构的完善,文化遗产旅游景观意象将趋于完整、真实,文化遗产旅游景观的文化魅力与旅游吸引力将得到共同提升。本文在文化遗产旅游景观意象结构性评价研究中,首先提出文化遗产旅游景观意象是一个由功能属性、文脉属性和地脉属性所共同构成的三维耦合结构,旅游者处于上述结构的中心,其旅游体验质量是文化遗产旅游景观意象评价的基本依据；进而在此基础上提出一种富有弹性的旅游景观意象评价方法,采用自下而上的客观方法生成各级指标和权重,除了对三类文化遗产旅游景观意象的属性进行线性评价外,还采用耦合协调度模型对其意象结构进行评价；最后,根据文化遗产旅游景观意象结构性评价结果,结合鸿山遗址案例系统提出遗产旅游景观文化生态系统理论,并基于遗产景观文化生态修复原理进一步探索文化遗产旅游景观意象结构性优化之路。
遗产旅游景观文化生态系统的修复、充实、优化必然导致相关意象的更新与再造。对于回到惯常环境的游客或潜在游客而言,只能通过媒体接受相关信息形成旅游景观的感知意象,这类感知意象的形成不同于实地体验意象,传播媒介(信道)的性质和信息接受者(信宿)的文化认同起着非常大的作用。研究首先根据近万个省内调查样本的文化遗产旅游景观意象分布格局,探索分析两类不同案例地的旅游景观意象扩散规律,提出文化遗产旅游景观意象圈层模式和引力模型；进而结合调查数据,采用结构方程分别拟合以传统媒体和新媒体为主导的文化遗产旅游景观意象媒介传播模型,分析文化遗产旅游景观意象媒介整合传播机制；然后根据文化遗产旅游景观意象信息来源差异对全体样本进行细分,采用“重要性-绩效”工具(IPA)确定各受众群体亟需改善的传播媒介和传播内容,提出基于受众细分的文化遗产旅游景观意象传播内容整合方法；最后提出“文化遗产旅游景观意象整合传播模型”,根据地理区位、媒介习惯、遗产态度与价值认知等差异,将文化遗产旅游景观意象传播的总体受众划分为外部群体、中部群体、内部群体与核心群体,通过针对性的传媒整合与内容整合,全面弥合不同受众群体间的文化遗产旅游景观意象信息鸿沟。
文化遗产旅游景观意象是一个客观存在于旅游者与潜在旅游者主观世界之中的信息结构,本文研究始于对这一信息结构的信源质量评价和优化,收于对这一信息结构的信道管理与信宿分析。论文的研究成果一方面为文化遗产旅游景观的虚拟化、信息化设计营造提供了理论思路；另一方面也为新媒体时代的文化遗产的保护传承、开发管理等提供了实践导向。
Heritage is human's heritage. The fundamental purpose of heritage protection is to inherit the spiritual heritage and human civilization. Therefore, heritage authenticity includes not only the shell of the original material, but also its cultural connotation and aesthetic meaning of the original truth. While in heritage protection, conservation of heritage landscape image authenticity is the historical mission of heritage tourism, which contributes a lot to the heritage perpetuation, to the civilization extension, and to the common development of heritage cause and traveling industry. Therefore, the three issues, i.e., how to assess heritage tourism landscape images, how to improve it and how to disseminate it, have become the key on the study of heritage tourism landscape images.
Heritage tourism is a heritage and tourism "cross" product. Conflicts between heritage and tourism values have long existed in heritage tourism, which breeds heritage management challenges and tourism development difficulties. Heritage tourism landscape images, an interactive bridge between heritage tourists and heritage landscape, have important theoretical and practical value. This paper takes Suzhou Gardens (Humble Administrator's Garden, Lion Cave Grove), southern Yangtze River towns (Zhouzhuang, Wuzhen East Gate) and cultural sites (Hongshan relic site) as study cases to make a profound study on cultural heritage tourism landscape images. It aims at exploring the structure, the formation and the diffusion process of cultural heritage tourism landscape images, perfecting their evaluation and diffusion theories and providing new perceptions in cultural heritage tourism landscape planning and designing, in originality creation and in information dissemination.
From relevant study review, tourism image evaluation and dissemination researches were not uncommon. However, most of the studies merely focus on either aspect of them, and combinations of the two in the system have not yet been found. In this paper, the three-dimensioned coupling structure of tourist landscape images theory is brought forth. By taking the theory as the basis in the full-text and by drawing on the theoretical ideas of modern information dissemination, a bridge is thus laid between the image evaluation and the dissemination of tourist attractions. On the basis of the structured evaluation of the tourism images, this paper chooses the destination-based (tourists) analysis of the source (cultural and ecological systems) as the research object, and then explores the proper ways of optimizing tourist attractions. At the same time, based on the analysis of tourist landscape image dissemination law, it puts forward the idea that the key of tourism landscape image information dissemination lies in the destination-analysis-based (tourists and potential tourists) channel (the media) and information (image content) integration.
Through the restoration of the landscape elements and the improvement of the objective information structure of the cultural heritage tourism, cultural heritage tourism landscape images tend to be complete and authentic, and the cultural charm and tourist attractiveness of the landscape will be jointly promoted in tourism attractions. In the study of the structural evaluation of cultural heritage tourism image of the landscape, this paper first proposes that heritage tourism image is a three-dimensional structure which couples together the landscape functional attribute, context attribute and land property. What is more, tourists have always been in the center of the structure, and so their experience should be the fundamental basis of cultural heritage tourism landscape image evaluation. And then, on this basis, a flexible image evaluation method is put forward by applying a bottom-up method to generate levels of objective indicators and weights. In addition to the linear assessment for the image properties of cultural heritage tourism landscape in three types, it also appraises the images by coupling its image structure with the coordination degree evaluation model. Finally, according to the structural image evaluation results of the cultural heritage tourism landscape and by combing the David Hill case system, it raises the cultural eco-system theory of heritage tourism landscape; furthermore, based on the ecological restoration principles of cultural heritage tourism landscape, it further probes into the path to the structural optimization of landscape and cultural heritages.
To improve the image dissemination efficiency of cultural heritage tourism landscape so as to enable image information to accurately reach the actual users (i.e., tourists or potential tourists) will reduce image producing costs and improve tourists traveling experience. In studying the image information dissemination of cultural heritage tourism landscape, first of all, this paper makes a survey of about ten thousand samples to the image distribution patterns of the cultural heritage tourist attractions in Jiangsu Province, explores two types of cultural heritage tourism image diffusion laws of the case sites, and advances the heritage tourism landscape image circle model and the gravity model. Then, combined with survey data, it applies structural equation to fitting the two types of media-led (conventional media and new media) vector-borne model of cultural heritage tourism landscape image, and analyzes the mechanism of integration dissemination model of cultural heritage tourism media. Then, according to the different sources of the tourism landscape image information, it subdivides all the samples, uses the "importance-performance" tool (IPA) to determine the dissemination media and content which are in urgent need of improvement by tourists, and suggests the integration method of the dissemination content of cultural heritage tourism landscape image. Finally, it establishes "image integration model of cultural heritage tourism landscape". According to it, by based on the different geographical locations, media customs, heritage attitudes and value perception, it divides the overall audience engaged in cultural heritage tourism landscape image dissemination into the external group, the intermediate group, interior group and core group. As a result, through targeted media integration and content integration, it tends to fully bridge up the information gap of the cultural heritage tourism landscape images between different audience groups.
Cultural heritage tourism landscape image is an information structure that objectively exists in the subjective world of tourists and potential tourists. This paper begins with the structure's information source quality optimization and evaluation, and concludes at the information channel management and analysis of the destination. The result of this paper is of significance in two ways. On the one hand, it proposes theoretical perception to the virtualization of cultural heritage tourism landscape and the informatization in its designing and construction. On the other hand, it offers practical guidance to the protection and inheritance, and the development and management of cultural heritage in new media era.
引文
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