南京熙南里历史文化街区体验价值增值路径分析

doi:10.12342/zgstly.20220101

摘要/Abstract

摘要：

游客体验及其体验价值是历史文化街区旅游开发研究的重要内容之一。以小红书App分享的熙南里历史文化街区照片为研究数据，采用质性研究方法提取照片隐含的价值要素，并基于凝视心理活动分析框架构建游客体验价值的增值路径。研究表明：（1）熙南里历史文化街区的体验价值体现在功能价值、享乐价值和符号价值3个层级；（2）历史文化街区可以通过游览体验和视觉选择两条路径实现享乐价值和符号价值的增值，进而间接提升其功能价值；（3）节庆活动、文化演艺活动和娱乐体验活动的参与程度与享乐价值直接相关，符号价值则主要通过打卡和探店等行为提升社会声望价值，游客视觉选择的网红符号形象强于历史文化符号。基于此，研究从功能价值、享乐价值和符号价值三方面为历史文化街区提出具有普适性的提升策略。

关键词: 历史文化街区, 体验价值, 增值路径, 凝视心理活动, 游记照片, 南京熙南里

Abstract:

Visitor experience and experience value are the key areas for the development and research of historical and cultural districts. The Xiaohongshu App’s photographs of the Xinanli historical and cultural district were used as research data in this article. Qualitative research method was used to extract the value elements implied by the photos, and to construct the value-added path of tourists’ experience value with the gaze mental activity analysis framework. The research concluded three main findings. Firstly, tourists’ experience value of Xinanli historical and cultural district is reflected in three levels of functional value, hedonic value and symbolic value. The functional value is based on the six elements of tourism, and the hedonic value has the greatest potential in the value appreciation of the block. The long-term value addition of symbolic value is limited. Secondly, hedonic value and symbolic value can be added through touring experiences and visual choices in historic and cultural districts, which in turn indirectly enhance their functional value. These two paths are based on the analysis of the two paradigms of gaze: gaze-cueing paradigm and gaze-attention paradigm. Finally, the participating level of festivals, cultural performing activities and entertainment experiences is directly related to the hedonic value, while the symbolic value enhances the social prestige value mainly through behaviors such as visiting places and tasting stores. The visual symbolic image of a destination that is selected by visitors overshadows its historical symbolic image. Therefore, the research puts forward generalized practices from three perspectives, the functional value, the hedonic value and the symbolic value.

Key words: historical and cultural districts, experiential value, value-added path, gaze psychological activity, travel photographs, Xi’nanli of Nanjing

曾梅玲, 沈苏彦. 南京熙南里历史文化街区体验价值增值路径分析[J]. 中国生态旅游, 2023, 13(1): 128-137.

Zeng Meiling, Shen Suyan. Research on the path of experience value addition of Xinanli historical and cultural district in Nanjing[J]. ECOTOURISM, 2023, 13(1): 128-137.

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主范畴	次范畴	自由节点	出现数量/次	数量占比/%
功能价值（45.09%）	住宿	住宿场景、住宿招牌	5	0.24
	餐厅	食物、店铺场景、店铺招牌	511	24.13
	休闲娱乐	书店、市集、文化演艺、娱乐体验店、艺术装置	228	10.76
	交通	指示标识	29	1.37
	购物	商品、店铺场景、店铺招牌	182	8.59
享乐价值（33.67%）	放松	街景、慢节奏生活状态	288	13.60
	逃逸	娱乐活动、节庆活动、店铺内景	229	10.81
	复愈	自然景观、文化演艺、人文标语	148	6.99
	交流	同伴合照、工作人员、商户	48	2.27
符号价值（21.24%）	知识获取	历史建筑、节庆装饰、非遗工艺品	171	8.07
	新鲜感	产品包装、手工体验、爱心红绿灯艺术景观	114	5.38
	社会声望	游客留影	165	7.79