基于价值需求的历史风貌建筑旅游资源保护开发与利用研究
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摘要
旅游使人们身心愉悦,客观上促进了不同地域人民文化交流,增进了相互了解,推动了经济发展,旅游业是当前我国正在培育的战略性产业。它的发展需要解决三个问题：本质为吸引力的旅游资源开发建设；游客需求的满足；保证游客顺利成行的配套设施。本文探讨的主要内容是历史风貌建筑旅游资源的保护开发与利用。包括：基于“场所精神”思想的历史风貌建筑属性及价值界定研究；价值评级与保护；游客对历史风貌建筑旅游资源需求结构分析；历史风貌建筑旅游资源价值需求适应性分析；历史风貌建筑旅游资源整合与开发；实施的策略与路径。得出了以下结论：
1、挪威建筑师和历史学家诺伯格·舒尔茨(Christian Norberg-Schulz)是最早系统完整阐述场所精神理论的学者。他认为,任何一个场所,都有人所赋予的灵魂即精神。本文借鉴该思想,提出了历史风貌建筑的历史性和风貌性精神。建筑记录了特定时期人与其关联发生的社会事件；建筑特定的外形、结构肌理、材质、色彩等元素表象了人们的价值取向、伦理观、思维方式、宗教情感、审美情趣；前者为历史,后者为文化,都是推动社会发展的重要精神力量,具有价值。这是本文首先阐述的内容。是全文的理论基础。
2、历史风貌建筑具有重要历史价值、文化价值、科技价值和经济价值,是非常宝贵的城市资源。目前国内尚无一套完善、合理的历史风貌建筑等级评价体系,由于评价标准的缺乏使得各地方在城市建设与改造及旅游资源开发的实践过程中难以有效的对历史风貌建筑进行合理的保护和开发。为此,在阐述历史风貌建筑价值的基础上,建立历史风貌建筑等级评价体系,设计评价指标、测度方法及等级划分标准；选取典型地区进行实证检验。应用设计出的历史风貌建筑等级评价技术体系对典型地区的建筑资源进行等级认定和保护。
3、探讨了旅游市场发展宏观状况和历史风貌建筑旅游需求的影响因素,利用手段目的链的方法对游客的需求特征和需求的结构分布进行了分析。
4、根据历史风貌建筑价值需求的双重性,借鉴心理学的方格分析技术进行实例调研应用,探索了历史风貌建筑旅游资源的价值和游客对该价值认同一致性的检验技术,以确保历史风貌建筑的价值与游客的需求对应,实现历史风貌建筑旅游产品及泛产品的开发利用。
5、在价值需求一致性检验的基础上,提出了历史风貌建筑泛资源整合思路。运用QFD质量展开模式,探讨了历史风貌建筑泛资源产品创新的具体操作途径。最后,进行了实例说明。
6、提出了历史风貌建筑旅游资源保护性开发的实施路径及策略。
本文的研究主要具有以下几方面的独特性和新颖性：
1、立足“场所精神”思想,探讨建筑的历史风貌精神和价值判断以及二者的价值需求对应性。本文分析了历史风貌建筑的历史、文化和科技价值,并有针对性地提出了“认识整合”、“机制整合”和“目标整合”的文化价值挖掘、提升、转化的基本策略。同时,结合手段目的链对游客内隐需求结构进行探索性分析,最后首次尝试运用方格分析技术,对价值和需求的对应性进行比对和检验,推动保护性开发。这一三维管理思路的提出相对于以往同类研究显然建构了一个更具学理依据的理论模式,对于解决目前历史风貌建筑整理过程中如何处理历史风貌建筑保护与历史文化传承的关系,可能会具有某种普遍的指导意义。
2、提出了历史风貌建筑泛资源整合机制和泛产品开发模式。本文运用QFD方法,整合历史风貌建筑旅游资源,将散落青岛市各式历史风貌建筑用旅游路线串联一起形成特色,形成“同业借势,异业造势”良性竞争环境,促进历史风貌建筑旅游市场健康有序发展。打造历史风貌建筑旅游泛产品平台,以历史风貌建筑旅游为核心产品族；以商务旅游为辅助产品族；以酒店、大型购物中心为支撑产品族,以旅游路线将三类产品族串联在一起,形成历史风貌建筑旅游特色。
3、提出了基于场所精神的历史风貌建筑保护性开发策略和实施路径。首先,本文提出了历史风貌建筑场所精神的恢复方法,如融合自然展现地域特性、修旧如旧恢复原真风貌、回归生活延续人文魅力以及引入异质元素等。其次,提出历史风貌建筑的整合营销传播策略,重点是提高游客满意度、加强体验设计和注重营销队伍建设。最后,提出改善历史街区场所精神的管理方式,如提高旅游文化产业品味、营造良好旅游环境等。
Tourism makes people pleasure from physical to mental, promotes cultural exchanges among people of different areas, enhances mutual understanding, promotes economic development, tourism is a strategic industry which is cultivated in China. Three problemsts should be solved during the developement of tourism:Develope the construction of tourism sources; meet the needs of tourists; set the facilities to ensure the visitors to enjoy thier travel as planned. The main content of this paper is the protection, development and utilization of the historic building of tourism resources. Including:Study on the definition and valuation of the historic architectural based on the ideas of the "spirit of place"; value rating and protection; the structure of demand analysis on Tourists'understanding of the historic building; analysis of the adaptability of value needs in historic architectural; integration and development of historic building of tourism resources; implementation strategy and the way. We have reached the following conclusions:
1. Norberg Schultz (Christian Norberg,-Schulz), Norwegian architects and historians, of the first scholar who elaborated the theory of the spirit of place in complete system, he thought that any place is full of the soul or spirit given by humanbeing. This article draws on the ideas and puts forward the spirit of the historic and style of the historic building of tourism resources. Architectural recorded a specific period of time associated with social events; the shape, structure, texture, material, color and other elements of the building-specific represents people's values, ethics, ways of thinking, religious sentiments, aesthetic taste; the former is history and the latter is a cultural, both are important spiritual force to promote social development,which is with a value. As the theoretical basis of the full text, this is the first content described in the papers.
2. The historic building has historical value, cultural values, technological and economic value, is very valuable city resources. There is still no a sound and reasonable rade evaluation system of historic building of tourism resources now in China. Due to the lack of evaluation system, in the practice on the process of urban construction and renovation, it is difficult to give historic building of tourism resources reasonable protection. On the basis of elaborate architectural value of the historic building of tourism resources, we establish the design evaluation, measurement methods and grading standards; typical region to an empirical test. The typical historic architectural resources should enjoy the level recognition and protection with the help of grade evaluation system of applications designed for buildings with history of typical architectural resources.
3. Explore the impact of the macro situation of the development of the tourism market and the demand factors of historic architectural tourism; analyze the structure of distribution on the characteristics and needs of tourists'demand by means-end chain.
4. According to the dual nature of the demand for architectural value, learn from psychology grid analysis techniques for instance research and practice, explore the value of the construction of tourism resources and visitors of the value recognition of the consistency of inspection techniques, ensure the value of buildings with history and the needs of tourists corresponding, realize development and utilization of the historic building tourism products and pan-products.
5. On the basis of the consistency test of the value of demand, we provide the historic building pan resource integration ideas. Make good use of QFD quality start mode to explore the way of the specific operation of the historic building pan-resource product nnovation. Finally, show the example.
6. State out the paths and strategies on development of the protection of historic building tourism resources.
This article has the uniqueness and novelty as follows:
1. Based on the idea of "spirit of place" to explore the architectural spirit of the historic look and value judgments as well as the value demand correspondence of the two. This paper analyzes the historical, cultural and scientific value of the buildings with history, and puts forward the basic strategy for the transformation on the "understanding of integration","mechanism for integration" and " goal of integration ". At the meanwhile, combined with means-end chain for exploratory analysis of the implicit structure of demand in the tourist. First attempt to use the grid analysis technique, the corresponding value of and demand for comparison and testing to promote conservation-oriented development. This three-dimensional ideas relative to previous similar studies apparently constructed a more theoretical basis of the theoretical model. It has some kind of universal significance on how to deal with the relationship of architectural conservation and historic and cultural heritage of the historic look during finishing process.
2. State out the historic buildings in pan resource integration mechanism and the pan-product development model. In this paper, we use the QFD method to integrate the tourism resources of the historic look of buildings. Series kinds of historic buildings in Qingdao along with travel routes. Form a healthy competitive environment of "an occasion of the same industry, cross-industry momentum". Promote a healthy and orderly development of tourism market of the historic look building. To create pan-product platform for buildings with history tours, regard the historic buildings tourism as core product family, the business travel as a secondary product family and the hotels, shopping malls, to support product family. Tourist routes will series together three types of product family to form the historic buildings in tourist attractions.
3. State out the paths and strategies on development of the protection of historic building tourism resources based on the spirit of place. First, this paper proposes a recovery method for historic buildings in the spirit of place. For example, show the natural geographical features by integration of natural; return to life and renewal of cultural charm; introduce heterogeneous elements, etc. Secondly, the integrated marketing communication strategy of the buildings with history. The focus is to improve visitor satisfaction, experience design and focus on marketing team building. Finally, to improve the spirit management of the historic district as to improve the taste of the cultural tourism industry, to create a favorable tourism environment.
1、挪威建筑师和历史学家诺伯格·舒尔茨(Christian Norberg-Schulz)是最早系统完整阐述场所精神理论的学者。他认为,任何一个场所,都有人所赋予的灵魂即精神。本文借鉴该思想,提出了历史风貌建筑的历史性和风貌性精神。建筑记录了特定时期人与其关联发生的社会事件；建筑特定的外形、结构肌理、材质、色彩等元素表象了人们的价值取向、伦理观、思维方式、宗教情感、审美情趣；前者为历史,后者为文化,都是推动社会发展的重要精神力量,具有价值。这是本文首先阐述的内容。是全文的理论基础。
2、历史风貌建筑具有重要历史价值、文化价值、科技价值和经济价值,是非常宝贵的城市资源。目前国内尚无一套完善、合理的历史风貌建筑等级评价体系,由于评价标准的缺乏使得各地方在城市建设与改造及旅游资源开发的实践过程中难以有效的对历史风貌建筑进行合理的保护和开发。为此,在阐述历史风貌建筑价值的基础上,建立历史风貌建筑等级评价体系,设计评价指标、测度方法及等级划分标准；选取典型地区进行实证检验。应用设计出的历史风貌建筑等级评价技术体系对典型地区的建筑资源进行等级认定和保护。
3、探讨了旅游市场发展宏观状况和历史风貌建筑旅游需求的影响因素,利用手段目的链的方法对游客的需求特征和需求的结构分布进行了分析。
4、根据历史风貌建筑价值需求的双重性,借鉴心理学的方格分析技术进行实例调研应用,探索了历史风貌建筑旅游资源的价值和游客对该价值认同一致性的检验技术,以确保历史风貌建筑的价值与游客的需求对应,实现历史风貌建筑旅游产品及泛产品的开发利用。
5、在价值需求一致性检验的基础上,提出了历史风貌建筑泛资源整合思路。运用QFD质量展开模式,探讨了历史风貌建筑泛资源产品创新的具体操作途径。最后,进行了实例说明。
6、提出了历史风貌建筑旅游资源保护性开发的实施路径及策略。
本文的研究主要具有以下几方面的独特性和新颖性：
1、立足“场所精神”思想,探讨建筑的历史风貌精神和价值判断以及二者的价值需求对应性。本文分析了历史风貌建筑的历史、文化和科技价值,并有针对性地提出了“认识整合”、“机制整合”和“目标整合”的文化价值挖掘、提升、转化的基本策略。同时,结合手段目的链对游客内隐需求结构进行探索性分析,最后首次尝试运用方格分析技术,对价值和需求的对应性进行比对和检验,推动保护性开发。这一三维管理思路的提出相对于以往同类研究显然建构了一个更具学理依据的理论模式,对于解决目前历史风貌建筑整理过程中如何处理历史风貌建筑保护与历史文化传承的关系,可能会具有某种普遍的指导意义。
2、提出了历史风貌建筑泛资源整合机制和泛产品开发模式。本文运用QFD方法,整合历史风貌建筑旅游资源,将散落青岛市各式历史风貌建筑用旅游路线串联一起形成特色,形成“同业借势,异业造势”良性竞争环境,促进历史风貌建筑旅游市场健康有序发展。打造历史风貌建筑旅游泛产品平台,以历史风貌建筑旅游为核心产品族；以商务旅游为辅助产品族；以酒店、大型购物中心为支撑产品族,以旅游路线将三类产品族串联在一起,形成历史风貌建筑旅游特色。
3、提出了基于场所精神的历史风貌建筑保护性开发策略和实施路径。首先,本文提出了历史风貌建筑场所精神的恢复方法,如融合自然展现地域特性、修旧如旧恢复原真风貌、回归生活延续人文魅力以及引入异质元素等。其次,提出历史风貌建筑的整合营销传播策略,重点是提高游客满意度、加强体验设计和注重营销队伍建设。最后,提出改善历史街区场所精神的管理方式,如提高旅游文化产业品味、营造良好旅游环境等。
Tourism makes people pleasure from physical to mental, promotes cultural exchanges among people of different areas, enhances mutual understanding, promotes economic development, tourism is a strategic industry which is cultivated in China. Three problemsts should be solved during the developement of tourism:Develope the construction of tourism sources; meet the needs of tourists; set the facilities to ensure the visitors to enjoy thier travel as planned. The main content of this paper is the protection, development and utilization of the historic building of tourism resources. Including:Study on the definition and valuation of the historic architectural based on the ideas of the "spirit of place"; value rating and protection; the structure of demand analysis on Tourists'understanding of the historic building; analysis of the adaptability of value needs in historic architectural; integration and development of historic building of tourism resources; implementation strategy and the way. We have reached the following conclusions:
1. Norberg Schultz (Christian Norberg,-Schulz), Norwegian architects and historians, of the first scholar who elaborated the theory of the spirit of place in complete system, he thought that any place is full of the soul or spirit given by humanbeing. This article draws on the ideas and puts forward the spirit of the historic and style of the historic building of tourism resources. Architectural recorded a specific period of time associated with social events; the shape, structure, texture, material, color and other elements of the building-specific represents people's values, ethics, ways of thinking, religious sentiments, aesthetic taste; the former is history and the latter is a cultural, both are important spiritual force to promote social development,which is with a value. As the theoretical basis of the full text, this is the first content described in the papers.
2. The historic building has historical value, cultural values, technological and economic value, is very valuable city resources. There is still no a sound and reasonable rade evaluation system of historic building of tourism resources now in China. Due to the lack of evaluation system, in the practice on the process of urban construction and renovation, it is difficult to give historic building of tourism resources reasonable protection. On the basis of elaborate architectural value of the historic building of tourism resources, we establish the design evaluation, measurement methods and grading standards; typical region to an empirical test. The typical historic architectural resources should enjoy the level recognition and protection with the help of grade evaluation system of applications designed for buildings with history of typical architectural resources.
3. Explore the impact of the macro situation of the development of the tourism market and the demand factors of historic architectural tourism; analyze the structure of distribution on the characteristics and needs of tourists'demand by means-end chain.
4. According to the dual nature of the demand for architectural value, learn from psychology grid analysis techniques for instance research and practice, explore the value of the construction of tourism resources and visitors of the value recognition of the consistency of inspection techniques, ensure the value of buildings with history and the needs of tourists corresponding, realize development and utilization of the historic building tourism products and pan-products.
5. On the basis of the consistency test of the value of demand, we provide the historic building pan resource integration ideas. Make good use of QFD quality start mode to explore the way of the specific operation of the historic building pan-resource product nnovation. Finally, show the example.
6. State out the paths and strategies on development of the protection of historic building tourism resources.
This article has the uniqueness and novelty as follows:
1. Based on the idea of "spirit of place" to explore the architectural spirit of the historic look and value judgments as well as the value demand correspondence of the two. This paper analyzes the historical, cultural and scientific value of the buildings with history, and puts forward the basic strategy for the transformation on the "understanding of integration","mechanism for integration" and " goal of integration ". At the meanwhile, combined with means-end chain for exploratory analysis of the implicit structure of demand in the tourist. First attempt to use the grid analysis technique, the corresponding value of and demand for comparison and testing to promote conservation-oriented development. This three-dimensional ideas relative to previous similar studies apparently constructed a more theoretical basis of the theoretical model. It has some kind of universal significance on how to deal with the relationship of architectural conservation and historic and cultural heritage of the historic look during finishing process.
2. State out the historic buildings in pan resource integration mechanism and the pan-product development model. In this paper, we use the QFD method to integrate the tourism resources of the historic look of buildings. Series kinds of historic buildings in Qingdao along with travel routes. Form a healthy competitive environment of "an occasion of the same industry, cross-industry momentum". Promote a healthy and orderly development of tourism market of the historic look building. To create pan-product platform for buildings with history tours, regard the historic buildings tourism as core product family, the business travel as a secondary product family and the hotels, shopping malls, to support product family. Tourist routes will series together three types of product family to form the historic buildings in tourist attractions.
3. State out the paths and strategies on development of the protection of historic building tourism resources based on the spirit of place. First, this paper proposes a recovery method for historic buildings in the spirit of place. For example, show the natural geographical features by integration of natural; return to life and renewal of cultural charm; introduce heterogeneous elements, etc. Secondly, the integrated marketing communication strategy of the buildings with history. The focus is to improve visitor satisfaction, experience design and focus on marketing team building. Finally, to improve the spirit management of the historic district as to improve the taste of the cultural tourism industry, to create a favorable tourism environment.
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