海岛民宿聚落地方意象系统建构研究——基于厦门鼓浪屿的扎根理论分析

doi:10.12342/zgstly.20220051

摘要/Abstract

摘要：

民宿聚落地方意象反映了旅游者对民宿聚落地方性的总体认识。遵照消费者对地方性“期望-体验-感知-心象”意象系统的建构逻辑，本研究以厦门鼓浪屿为研究案例地，从民宿消费网络评论、游记等文本中提取关于地方性的内容，结合深度访谈资料，分析海岛民宿聚落地方意象系统的建构过程与内在机理。研究表明：海岛民宿聚落地方意象系统的建构贯穿消费者进入民宿聚落消费前的地方期望、消费中的地方体验与消费后的行为意愿全过程，消费者情感因其消费阶段的不同，呈现积极情感、中性情感和消极情感的不同变化。消费者经历地方期望和地方体验之后形成对民宿聚落的综合性地方感知，再经主观逻辑演进为三大民宿聚落心象系统。本研究基于区域整体性和地方性视野，探讨民宿聚落消费的地方意义，对于海岛民宿聚落的高质量发展、消费者个性化体验增强和地方文化的传承发展具有参考意义。

关键词: 海岛旅游, 民宿聚落, 地方性, 意象构建, 鼓浪屿

Abstract:

The place image of homestay settlement reflects tourists’ general understanding of the placeness of the specific area. Following the image system construction logic of “expectation-experience-perception-mental image” in island homestay settlement, this paper aims to analyze the construction process and internal mechanism of lace image system, based on the internet comments, travel notes and the interviews. The results of the study show that the construction of the image of the island homestay settlement is a process from consumers’ place expectations before the consumption, the place experience during the consumption, and the behavioral intentions after the consumption, in which the emotions of consumers vary from the different consuming stages ranging from positive, neutral to negative. A comprehensive understanding of the place formed through the local expectations and local experience, consequently the three mental images of homestay settlement emerge with the subjective logic analysis. From the perspective of region integrity and placeness, the study explores the significance of consuming homestay settlement, which is of great significance to the qualified development of island homestay settlements, the enhancement of consumers’ lodging experience, and the inheritance and development of local culture.

Key words: island tourism, homestay settlement, placeness, image consturcton, Gulangyu Island

陈晖莉, 许海烽, 邓小荣, 伍世代. 海岛民宿聚落地方意象系统建构研究——基于厦门鼓浪屿的扎根理论分析[J]. 中国生态旅游, 2022, 12(5): 889-901.

Chen Huili, Xu Haifeng, Deng Xiaorong, Wu Shidai. Research on the place image system construction of island homestay settlement: A grounded theoretical analysis of Gulangyu Island in Xiamen[J]. ECOTOURISM, 2022, 12(5): 889-901.

图/表 4

表1

表2

主范畴与副范畴构建

主范畴	副范畴	初始概念
民宿聚落地方期望	地方物象期望	期望岛屿；期望民宿旅馆；期望海景；期望建筑
民宿聚落地方期望	地方视象期望	期望回忆找寻；期望情怀追求；期望读懂鼓浪屿；向往夜的静谧；向往慵懒休闲；期望艺术氛围；向往地方名气
民宿聚落地方体验	地方物象体验	岛屿；绿植；花朵；阳光；月光；日出日落；海景；夜景；广场；周边景点；地理位置；街头巷尾；闽南建筑；欧式建筑；民宿旅馆；闽南文化；中西文化；名人故事；民间艺术
	地方视象体验	美丽；美好；安静；祥和；浪漫；乐趣；小资；文艺；韵味；复古；时代感；故事性；厚重感；高级感；现代化；赏心悦目；风情万种；原滋原味；魂牵梦萦；挥之不去；银叶带仙气；空气甜蜜；风景像油画；从风景看到爱；觉得世界在脚下；好像被遗忘的角落；如同走进花的世界；不输网红酒店；置身电影场景；寻找迷失的自己；感受艺术氛围；触发回忆；触发思念；感慨岁月；活的历史；想到童话；感受历史沉淀；感受穿越；追逐内心；诗句联想；让自己慢下来；快速补血复活
	地方生活体验	房间风格；床上用品；洗浴用品；设施设备；装修设计；摆设物件；隔音效果；特色服务；温馨早餐；地方小吃；中式套餐；自助午餐；独家私房菜；户外活动；室内活动；个人行为；购物；出行；性价比；社交；五湖四海的朋友汇集地
民宿聚落地方心象	地方景观象征	海岛度假地；世外桃源；约会圣地；民国风情地；不容错过的打卡圣地；万国建筑博物馆；影视剧的摄影地；打开一座城市的秘密通道；中西文化的典范；美学体验空间；文艺小资的代名词；心灵净地；钢琴之岛；音乐家的摇篮
	地方生活象征	当地生活的体验地；短暂休憩的港湾；静养好去处；家；慢生活
	地方互动象征	主客服务互动；主客文化传递；主客行为互动；亲人交流；朋友交流；结识新朋友
行为意愿	留宿意愿	依依不舍；不想离开；想在这里度日；开始余生；安享晚年
	重宿意愿	下次来住；期待再住
	推荐意愿	推荐朋友；值得分享
情感涉入	积极情感	满意；喜欢；自豪；理想；舒适；新奇；惬意；愉悦；暖心；感动；幸福
	中性情感	一般；还可以
	消极情感	失望；迷惑；不满；怨言

表2

图1

图2

参考文献 34

[1]	朱晓辉, 黄蔚艳. 基于调查分析的舟山乡村民宿旅游发展研究[J]. 中国农业资源与区划, 2019, 40(2): 174-180.
	[ Zhu Xiaohui, Huang Weiyan. Research on the development of rural homestay tourism in Zhoushan based on investigation and analysis[J]. Chinese Journal of Agricultural Resources and Regional Planning, 2019, 40(2): 174-180.]
[2]	张海洲, 虞虎, 徐雨晨, 等. 台湾地区民宿研究特点分析: 兼论中国大陆民宿研究框架[J]. 旅游学刊, 2019, 34(1): 95-111.
	[ Zhang Haizhou, Yu Hu, Xu Yuchen, et al. Analysis on the characteristics of Minsu (B&B) research in Taiwan, China and the theoretical framework of Minsu (Homestay Inn) research in Mainland China[J]. Tourism Tribune, 2019, 34(1): 95-111.]
[3]	陈晨, 耿佳, 陈旭. 民宿产业驱动的乡村聚落重构及规划启示: 对莫干山镇劳岭村的案例研究[J]. 城市规划学刊, 2019(S1): 67-75.
	[ Geng Jia, Chen Xu. Rural restructuring driven by B&B industry and its implications for planning: The case study of Laoling village, Moganshan town[J]. Urban Planning Forum, 2019(S1): 67-75.]
[4]	张配豪. 民宿: 乡村旅游背景下的新经济[J]. 人民周刊, 2016(1): 40-41.
	[ Zhang Peihao. B&B: New economy under the background of rural tourism[J]. People’s Weekly, 2016(1): 40-41.]
[5]	吴有进. 乡村民宿旅游发展对农业经济的带动作用[J]. 农业经济, 2018(5): 140-142.
	[ Wu Youjin. The driving effect of rural home stay tourism development on agricultural economy[J]. Agricultural Economy, 2018(5): 140-142.]
[6]	李桥兴. 全域旅游和乡村振兴战略视域下广西阳朔县民宿业的创新发展路径[J]. 社会科学家, 2019(9): 88-94.
	[ Li Qiaoxing. The innovation development strategies for home-stay-industry in Yangshuo county of Guangxi Autonomous Region on the basis of global tourism and rural revitalization strategies[J]. Social Scientist, 2019(9): 88-94.]
[7]	伍向阳, 易魁, 谢远健. 新时代旅游审视: 文化赋能、品牌塑造与高质量发展[J]. 企业经济, 2021, 40(3): 114-122.
	[ Wu Xiangyang, Yi Kui, Xie Yuanjian. Tourism review in new era: Culture empowerment, brand building, high-quality development[J]. Enterprise Economy, 2021, 40(3): 114-122.]
[8]	孙以栋, 胡明慧, 许晓娴. 民宿经济与区域文化协同发展策略探究[J]. 浙江工业大学学报(社会科学版), 2016, 15(2): 181-185.
	[ Sun Yidong, Hu Minghui, Xu Xiaoxian. On the synergetic development strategy of homestay economy and regional culture[J]. Journal of Zhejiang University of Technology (Social Science), 2016, 15(2): 181-185.]
[9]	胡小芳, 李小雅, 王天宇, 等. 民宿空间分布的集聚模式与影响因素研究: 基于杭州、湖州、恩施的比较[J]. 地理科学进展, 2020, 39(10): 1698-1707. doi: 10.18306/dlkxjz.2020.10.009
	[ Hu Xiaofang, Li Xiaoya, Wang Tianyu, et al. Spatial agglomeration pattern of homestay inn and influencing factors based on the comparison of Hangzhou, Huzhou, and Enshi cities[J]. Progress in Geography, 2020, 39(10): 1698-1707.] doi: 10.18306/dlkxjz.2020.10.009
[10]	游上, 江景峰, 郭瑞雪, 等. 乡村民宿集聚机理研究: 由福建省典型案例引申[J]. 经济研究参考, 2018(25): 46-54, 65.
	[ You Shang, Jiang Jingfeng, Guo Ruixue, et al. Study on the agglomeration mechanism of rural homestay industry: Extended by the empirical research of typical cases in Fujian Province[J]. Review of Economic Research, 2018(25): 46-54, 65.]
[11]	马小宾, 侯国林, 李莉, 等. 基于DBSCAN算法的民宿集群识别、分布格局及影响因素: 以南京市为例[J]. 人文地理, 2021, 36(1): 84-93.
	[ Ma Xiaobin, Hou Guolin, Li Li, et al. Cluster identification, distribution pattern and influencing factors of B&B based on DBSCAN: A case study of Nanjing[J]. Human Geography, 2021, 36(1): 84-93.]
[12]	刘畅, 游上, 伍世代, 等. 基于Q方法的滨海民宿集聚区选址评价指标体系构建[J]. 中国生态旅游, 2021, 11(4): 631-643.
	[ Liu Chang, You Shang, Wu Shidai, et al. The construction of evaluation index system for choosing coastal homestay inn cluster locations using Q method[J]. Journal of Chinese Ecotourism, 2021, 11(4): 631-643.]
[13]	贾文通, 黄震方, 洪学婷, 等. 共享民宿空间集聚特征及其影响机制研究: 以北京市Airbnb为例[J]. 中国生态旅游, 2021, 11(5): 751-766.
	[ Jia Wentong, Huang Zhenfang, Hong Xueting, et al. Spatial clustering characteristics and influencing mechanism of peer-to-peer accommodations: The case of Airbnb in Beijing[J]. Journal of Chinese Ecotourism, 2021, 11(5): 751-766.]
[14]	游上, 陈晖莉, 江景峰, 等. 少数民族民宿聚落智力资本与组织绩效研究: 以拉祜族民宿聚落为例[J]. 商业经济研究, 2018(6): 182-186.
	[ You Shang, Chen Huili, Jiang Jingfeng, et al. Research on intellectual capital and organizational performance of ethnic minority home stay settlements: Taking Lahu homestay settlements as an example[J]. Journal of Commercial Economics, 2018(6): 182-186.]
[15]	毛宏颖, 张希, 韩莹, 等. 福州市鼓岭民宿聚落化: 时空特征、演化原因与发展对策[J]. 商业经济, 2019, (10): 22-25, 84.
	[ Mao Hongying, Zhang Xi, Han Ying, et al. Settlement of Guling B&B in Fuzhou: Temporal and spatial characteristics, evolution reasons and development countermeasures[J]. Business & Economy, 2019(10): 22-25, 84.]
[16]	游上, 江景峰, 谢蕴怡. 自组织理论视角下乡村民宿聚落“三生”空间的重构优化: 以海南省代表性共享农庄为例[J]. 东南学术, 2019(3): 71-80.
	[ You Shang, Jiang Jingfeng, Xie Yunyi. Reconstruction and optimization of the “production, living and ecological space” in village home stays from the perspective of self-organization theory: Exemplified by typical shared farms in Hainan province[J]. Southeast Academic Research, 2019(3): 71-80.]
[17]	张馨元, 张强, 韩剑磊, 等. 民宿与在地社区的互动与共生: 基于扎根理论的多案例研究[J]. 人文地理, 2022, 37(3): 50-59.
	[ Zhang Xinyuan, Zhang Qiang, Han Jianlei, et al. The symbiotic relationship between homestays and local community: Multiple case studies based on rooting theory[J]. Human Geography, 2022, 37(3): 50-59.]
[18]	黄和平, 邴振华. 民宿文化微空间的游客感知多维分异与地方认同研究: 以上海地区为例[J]. 地理研究, 2021, 40(7): 2066-2085. doi: 10.11821/dlyj020200709
	[ Huang Heping, Bing Zhenhua. Study on the multi-dimensional differentiation of tourists’ cultural perception and local identity in homestay micro-space: Take Shanghai as an example[J]. Geographical Research, 2021, 40(7): 2066-2085.] doi: 10.11821/dlyj020200709
[19]	张海洲, 徐雨晨, 陆林. 民宿空间的地方表征与建构: 网络博客的质性分析[J]. 旅游学刊, 2020, 35(10): 122-134.
	[ Zhang Haizhou, Xu Yuchen, Lu Lin. Place representation and construction of homestay inns: Qualitative analysis of blog posts[J]. Tourism Tribune, 2020, 35(10): 122-134.]
[20]	张中华, 王岚, 张沛. 国外地方理论应用旅游意象研究的空间解构[J]. 现代城市研究, 2009, 24(5): 69-75.
	[ Zhang Zhonghua, Wang Lan, Zhang Pei. A study on tourism destination image with place theory from abroad[J]. Modern Urban Research, 2009, 24(5): 69-75.]
[21]	宋欢, 喻学才. 城市旅游意象的解构与重构: 兼论旅游形象与旅游意象的异同[J]. 地域研究与开发, 2017, 36(1): 91-96.
	[ Song Huan, Yu Xuecai. Deconstruction and reconstruction of city tourism imago: Research on the similarities and differences between tourism image and tourism imago[J]. Areal Research and Development, 2017, 36(1): 91-96.]
[22]	赵刘. 图像抑或意识: 旅游意象的本质直观[J]. 旅游科学, 2020, 34(2): 76-89.
	[ Zhao Liu. Pictures or consciousness: The intuitive essence of a tourism image[J]. Tourism Science, 2020, 34(2): 76-89.]
[23]	庄志民. 论旅游意象属性及其构成[J]. 旅游科学, 2007, 21(3): 19-26.
	[ Zhuang Zhimin. On the attributes and composition of tourism imagery[J]. Tourism Science, 2007, 21(3): 19-26.]
[24]	邱枫, 干青亚, 张望望. 基于游客感知的四明山民宿意象研究[J]. 华中师范大学学报(自然科学版), 2017, 51(4): 561-568.
	[ Qiu Feng, Gan Qingya, Zhang Wangwang. Study on the B&B image of Siming Mountain based on visitor’s perception[J]. Journal of Central China Normal University (Natural Sciences), 2017, 51(4): 561-568.]
[25]	张潇, 谢宝田. 基于网络评价文本分析的民宿意象研究: 以福州三坊七巷景区为例[J]. 成都师范学院学报, 2020, 36(9): 102-109.
	[ Zhang Xiao, Xie Baotian. Homestay image based on network text analysis: Taking Three Lanes and Seven Alleys as an example[J]. Journal of Chengdu Normal University, 2020, 36(9): 102-109.]
[26]	蔡智莉, 秦兆祥, 张薇, 等. 国内旅游地方感研究热点与展望[J]. 中国生态旅游, 2022, 12(1): 16-31.
	[ Cai Zhili, Qin Zhaoxiang, Zhang Wei, et al. Research hotspot and prospect of domestic tourism sense of place[J]. Journal of Chinese Ecotourism, 2022, 12(1): 16-31.]
[27]	何成军, 李晓琴. 乡村民宿聚落化发展系统构成及动力机制: 以四川省丹巴县甲居藏寨为例[J]. 地域研究与开发, 2021, 40(2): 174-180.
	[ He Chengjun, Li Xiaoqin. System structure and dynamic mechanism of rural homestay settlement development: Taking Jiaju Tibetan village in Danba county of Sichuan province as example[J]. Areal Research and Development, 2021, 40(2): 174-180.]
[28]	罗施贤. 民宿聚落景观形态研究与应用: 以广元剑门关民宿为例[D]. 雅安: 四川农业大学, 2018.
	[ Luo Shixian. The landscape morphology research and application of B&B settlement: Taking the B&B of Jianmenguan in Guangyuan as an example[D]. Ya’an: Sichuan Agricultural University, 2018.]
[29]	何仁伟, 陈国阶, 刘邵权, 等. 中国乡村聚落地理研究进展及趋向[J]. 地理科学进展, 2012, 31(8): 1055-1062.
	[ He Renwei, Chen Guojie, Liu Shaoquan, et al. Research progress and tendency of Chinese rural settlements geography[J]. Progress in Geography, 2012, 31(8): 1055-1062.] doi: 10.11820/dlkxjz.2012.08.009
[30]	李红波, 张小林. 国外乡村聚落地理研究进展及近今趋势[J]. 人文地理, 2012, 27(4): 103-108.
	[ Li Hongbo, Zhang Xiaolin. A review and trend on rural settlement geography abroad[J]. Human Geography, 2012, 27(4): 103-108.]
[31]	李伯华, 曾灿, 刘沛林, 等. 传统村落人居环境转型发展的系统特征及动力机制研究: 以江永县兰溪村为例[J]. 经济地理, 2019, 39(8): 153-159.
	[ Li Bohua, Zeng Can, Liu Peilin, et al. System characteristics and dynamic mechanism of transformation development of human settlement environment in traditional villages: A case study of Lanxi village Jiangyong county[J]. Economic Geography, 2019, 39(8): 153-159.]
[32]	Pandit N R. The creation of theory: A recent application of the grounded theory method[J]. The Qualitative Report, 1996(4): 543-569.
[33]	克利福德·吉尔兹. 地方性知识: 阐释人类学论文集[M]. 王海龙, 张家瑄, 译. 2版. 北京: 中央编译出版社, 2004: 19-20.
	[ Geertz C. Local Knowledge: Further Essays in Interpretive Anthropology[M]. Wang Hailong, Zhang Jiaxuan, Trans. 2nd ed. Beijing: Central Compilation & Translation Press, 2004: 19-20.]
[34]	乌丙安. 民俗文化空间: 中国非物质文化遗产保护的重中之重[J]. 民间文化论坛, 2007(1): 98-100.
	[ Wu Bing’an. Folk culture space: Top priority of intangible cultural heritage protection in China[J]. Forum on Folk Culture, 2007(1): 98-100.]

编号	性别	年龄	受教育程度	入住的民宿
T01	女	31	大专	黑檀hotel
T02	女	47	大专	乐之韵旅馆
T03	男	38	大专	纳海庄园；伊人海
T04	男	45	本科	花田古厝
T05	男	27	本科	纯私邸别墅旅馆；半山也
T06	女	48	-	salmana
T07	男	72	本科	花藤蜗居
T08	男	57	本科	花藤蜗居
T09	女	32	大专	那些年壹舍
T10	男	26	高中	汝南别墅
T11	男	26	初中	忘尘居
T12	女	51	本科	悠庭小筑
T13	男	48	本科	琴海庄园
T14	女	50	大专	湾景旅馆
T15	男	49	大专	鼓山栖家庭旅馆
T16	女	35	中专	花之声度假旅馆
T17	男	60	本科	春草芬芳度假别墅酒店
T18	男	58	本科	缘中园
T19	男	58	大专	玖贰城堡
T20	男	53	初中	小木屋