2095-1124

CN 51-1738/F

乡村旅游语境下内蒙古乡愁文化符号的游客感知与游客评价

Tourists' Perceptions and Evaluations of Nostalgic Cultural Symbols in Inner Mongolia: Evidence from Rural Tourism Contexts

  • 摘要: “记得住乡愁”是乡村旅游和乡村振兴的重要内容。乡愁属于情感认同的范畴,乡愁文化必须通过一定的“具象”要素来承载和表现,进而激发人们的情感认同,并且获得心灵慰藉。文章以内蒙古为案例地,通过实地调研、网络文本分析和扎根理论,构建了内蒙古乡愁文化符号感知维度,并进一步分析了游客对内蒙古乡愁文化符号的感知与评价。研究发现:(1)乡愁文化符号是乡愁文化的“具象化”体现,内蒙古独特的乡愁文化符号对游客具有较强的旅游吸引力,游客普遍持积极态度;(2)内蒙古乡愁文化符号构建包括自然景观风貌、建筑景观特色、乡村生活氛围、劳作场景展示、红色基因传承、乡村人物故事、传统技艺表达等7个维度;(3)游客对内蒙古不同的乡愁文化符号表现出的情感倾向性有所不同。基于此,文章从注重乡愁文化资源的整体规划、丰富和完善乡愁文化符号的展示途径和手段、加强数字化展示与应用、打造乡愁文化IP、强化和创新宣传促销等五个方面,就如何提升内蒙古乡愁文化符号游客感知与体验提出了对策与建议。

     

    Abstract: “Remembering nostalgia” is a key element in rural tourism and rural revitalization. Nostalgia is a form of emotional identity, and its cultural expression must be conveyed through tangible symbols to evoke emotional resonance and provide inner comfort. Taking Inner Mongolia as a case study, this paper constructs dimensions of perceived cultural symbols of nostalgia through fieldwork, online text analysis, and grounded theory, and further examines tourists' perceptions and evaluations of these symbols. The results indicate that: (1) Nostalgic cultural symbols serve as the tangible embodiment of nostalgia culture. The symbols unique to Inner Mongolia, characterized by strong regional cultural features, possess significant tourism appeal, and tourists generally exhibit a positive attitude toward them. (2) These nostalgic cultural symbols can be categorized into seven dimensions: natural landscapes, architectural features, rural living atmosphere, labor scenes, revolutionary heritage, stories of rural figures, and expressions of traditional skills. (3) Tourists display varied emotional responses toward different nostalgic cultural symbols. Based on these findings, the paper proposes specific strategies to enhance tourists' perception and experience of nostalgic cultural symbols in Inner Mongolia, including comprehensive planning of nostalgic cultural resources, enriching and diversifying modes of presentation, strengthening digital displays and applications, developing nostalgia-related cultural IPs, and innovating promotion and publicity efforts.

     

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