遗产认同:概念、内涵与研究路径

本文从遗产产生、发展及其遗产本质属性特征的视角提出了遗产认同的概念,并从“遗产身份”和“遗产认同”两个角度解释了遗产认同的内涵,即前者强调遗产的客观属性,后者强调主体对遗产的认知。在此基础上,根据遗产与认同的四种交叉关系,作者提出了遗产认同相应的研究路径,即从时间视角的遗产化过程分析每个阶段的遗产认同;以尺度的视角从表征层面的空间身份和文化身份特征理解遗产认同;从非表征层面的遗产实践分析相关者如何通过具体行动表征和重构自己的身份认同。遗产认同概念的提出与研究不仅可能丰富新文化地理学的景观研究理论,也为遗产旅游地治理提供理论借鉴,未来还需对遗产认同与遗产保护利用关系做进一步探讨。     

红色旅游产品特点和发展模式研究

红色旅游不同于一般的旅游活动,它是由有组织的爱国主义教育和革命传统教育活动孕育衍化而成,并在近年迅速发展起来的一种特殊的旅游产品类型,具有与众不同的特点和发展模式。相对于其它的旅游活动,红色旅游更多是以参观游览红色景观为主要内容,以接受思想教育为主要目的的旅游活动。它具有游客市场较为固定,以公费旅游为主,产品捆绑式销售等特点。借助良好的政策环境和高品位的红色旅游资源,实现产品的多样化、综合化,走政府主导加市场化运作的道路是目前国内已经成功开发的主要红色旅游地的发展模式。     

The Mainland Chinese market for nature tourism in Hong Kong

ABSTRACT

Nature tourism has been emerged as an ecologically sensitive form of tourism in developed and developing countries. A large influx of tourists would have both benefits and adverse impacts on these destinations. With an increasing influence of Chinese market in many destinations and tourism activities worldwide, it is important to understand the perceptions and preferences of Chinese tourists toward natural attributes so that proper approaches to destination planning and marketing can be derived to better attract these segments of tourists and sustainably manage tourism resources. The results of an empirical study of a sample of Mainland citizens (n = 430) to Hong Kong's nature areas show that (1) they exert a high degree of interest in participating in nature tourism; (2) female and older people are more interested in visiting natural environment; (3) these potential nature tourists from China prefer going to places in association with sea views, and engaging in photo-taking, non-commercial activities and less artificial elements; and (4) the nature tourism attributes form two factors related to aspects of educational needs and relaxation (an experiential factor), and nature-oriented but also convenient (a functional factor). These considerations can lead to the development of ecotourism products that are better suited to meeting the interests of mainland Chinese tourists, while also enriching the host experience.     

Dracula's castle in Transylvania: Conflicting heritage marketing strategies

Abstract

Transylvania, situated beneath the Carpathian mountains, is one of the travel frontiers of Europe and the most romantic province of Romania. To most of its visitors, Transylvania is associated with haunted castles and vampires, thanks to the literary character Dracula. Even though Bran Castle appears to form the perfect home for a vampire count, this heritage destination is surrounded by debate because of the conflicting marketing strategies adopted by various organisations for the specific purpose of increasing the profits made from tourism. This paper explores issues of marketing, policies for interpretation and the understanding of heritage sites within a formerly socialist society in transition to a market economy. It analyses potential promotional, advertising and interpretive strategies which could be applied to Bran Castle, and offers solutions to produce a better understanding of the role of heritage tourism in a transitional economy.     

文化遗产和旅游的可持续发展

旅游业给遗产保护与遗产地管理带来了机遇与挑战。旅游业对维护文化和自然遗产价值,对社会、当地群众及非物质文化遗产均有影响,也给当地遗产设施发展与保护带来机遇。联合国教科文组织始终致力于文化与自然遗产的保护与弘扬工作,开创有前瞻性的旅游业,承认文化多样性原则,强调旅游业在促进遗产保护等方面的有效作用。其创意城市网络主推的"善行旅游",严格遵循原真性与完整性的原则,通过对世界文化遗产、纪念碑、历史建筑、国家公园、博物馆等各类景区定期评估,提升公众关于新旅游产品及旅客稀少遗址的意识,提升参观者体验感受等多种行动,改善人群福利,保护自然和文化遗产,促进经济和社会发展,从而有利于文化遗产保护与旅游业可持续发展。     

我国世界遗产地的旅游研究进展及展望

"遗产旅游"作为一种世界观现象已经成为人类求取与外部世界高度和谐的有效形式之一,成为高质量回归自然、回归历史的必然性的社会生活组成部分。文章综述了我国世界遗产地旅游研究的现状,提出在以后的研究中应加强我国世界遗产地的旅游发展理论、旅游价值分析与开发模式、旅游发展中的利益相关者、旅游营销、利用信息技术保护遗产资源、旅游研究的定量系统动力学模型等方面的研究。     

形象趋同与个性趋异:资源同质目的地品牌差异化定位研究

品牌差异化定位是目的地获取竞争优势的重要手段,当前由于目的地旅游资源同质化,导致了目的地品牌形象趋同、竞争力下降等问题。针对此,本研究试图借鉴品牌个性理论找到目的地差异化定位的新视角。文章选取周庄、乌镇和西塘三个资源禀赋相同的目的地为研究对象,通过分析到访旅游者撰写的游记发现,虽然旅游者对不同目的地的感知形象相似,但是感知个性存在明显差异。其中,乌镇的个性集中表现为"雅";周庄"智"的个性最突出;西塘则在"乐"上有更好表现。基于此,本文为三个目的地提供了个性导向的品牌定位建议。研究表明在品牌形象趋同的情况下,资源同质旅游目的地仍可借助趋异的品牌个性进行差异化定位,并使品牌获得持久的竞争力。     

Marketing Destinations with Prolonged Negative Images: Towards a Theoretical Model

Abstract

While there is a great deal of research on destination branding in general, the study of tourism marketing that deals specifically with destinations suffering from prolonged image problems is less well developed. We integrated theories from crisis communication, image restoration and destination marketing to examine media strategies used by such destinations to attract tourism, and then classified them. We utilized qualitative content analysis of tourism campaigns for destinations – primarily in problematic areas such as the Middle East, Africa, Eastern Europe – that appeared in international tourism magazines, destinations’ websites and video-sharing websites. We classified two approaches of media strategies: the ‘cosmetic approach’, relating to strategies that focus mainly on altering the destination's image and the ‘strategic approach’, relating to strategies that take comprehensive action, changing both the negative image and the problems causing it.     

旅游目的地联合营销网络的构建

如何有效地实施目的地营销,是发展区域旅游经济过程中面临的重要挑战。本文认为构建联合营销网络是解决这一问题的有效途径。据此,本文整合包括价值网络,资源依赖,制度观点等多种理论,说明了构成联合营销网络的主体类型及其功能,建立一个四阶段的网络的演化过程,最后对于网络治理机制的选择问题进行了分析和讨论。     

遗产旅游真实性理解差异与遗产地管理

不同的利益相关者对遗产旅游真实性的理解存在差异,游客、居民、旅游经营者对遗产旅游真实性理解差异较大,并且有着各自的利益诉求.本文从遗产旅游与真实性的概念剖析入手,分析与比较和利益相关者的真实性概念理解差异,以及这种理解差异造成的遗产旅游地发展恶性循环,探讨了如何通过构建真实性的手段来管理遗产旅游地.     

我国遗产旅游开发的问题、误区及对策研究 --关于"世遗门票上涨"的思考

超载开发与资金匮乏是困扰我国遗产旅游开发的两大主要问题,也是保护与发展所争论的焦点。北京六大世遗门票上涨事件引发了全国各遗产景区的连锁反应,凸显了我国遗产旅游市场的非理性运作,也揭示了部分开发者对资源与产品的认识误区。本文以此为切入点,从经济学的角度分析了单一的票价调控机制在调节人流和增收资金两方面的局限性,并建议从提高认识、多渠道融资、多手段调节及深化公众参与制度等四方面来探索遗产旅游开发问题的解决之道。     

基于旅游产品差异化的欠发达地区旅游合作研究

区域旅游合作可打破地域壁垒,合理配置和利用旅游资源,以丰富合理的旅游产品供给满足旅游市场多样化需求,获得合作区域旅游发展的双赢。欠发达地区在生产要素如资金、设施、信息、人才、市场、营销和交通区位条件等方面具有前天不足,在旅游产品差异化视角下进行区域旅游合作,建立基于价值网的区域旅游合作竞争关系,建构旅游合作系统,实施旅游合作并进行合作绩效评价,提高欠发达地区旅游产业竞争优势。     

Innovation and Destination Governance in Denmark: Tourism,Policy Networks and Spatial Development

Abstract

For more than a decade, tourist destinations in Denmark have experienced decreasing market shares and numbers of international visitors in comparison with the early 1990s. Despite this stagnation, destination development initiatives and national tourism policies have continued largely unaltered, relying on traditional efforts like collective marketing and local visitor information services, while giving limited priority to innovation-oriented measures that could improve the international attractiveness of Danish destinations by renewing the tourist experiences available. The article argues (1) that important reasons for the slow adoption of new destination development strategies can be found in the domination of tourism-related policy networks by short-term sectoral and localist interests, and (2) that recent reforms of subnational and sectoral governance have only improved the prospects of introduction of more innovation-oriented destination development policies to a limited extent.     

Wine tourism development in South Africa: a geographical analysis

ABSTRACT

Wine tourism, which is growing and developing on a global scale, is widely considered a driver of economic and social development in rural areas. Limited job opportunities and unemployment are prevalent in most rural areas, particularly in South Africa. In 2015, the South African wine industry generated close to 300,000 direct and indirect employment opportunities. A geographical analysis of the development and current state of wine tourism in the region can assist in the country's efforts to develop a new strategy to enhance and preserve wine tourism in the future. Wine tourism development is analysed from a nodes, network and winescape perspective using the results from a national questionnaire survey. This mostly quantitative approach explains the wine tourism development over more than 40 years from a supply-side perspective including its wine tourism product portfolio and in terms of its physical footprint. Wine tourism development commenced from only three pioneer open cellar doors in 1971, to network formation of 21 wine routes and today boasting well-established wine tourism destinations. The Stellenbosch-Franschhoek-Paarl nexus emerges as South Africa's premier winescape, as being a well-established destination in its mature life cycle phase. Strong evidence of hierarchical differentiation between the wineries of the more established wine tourism regions has emerged. The impact of the wine tourism resorts on the smaller wineries has yet to be determined in the context of the resilience of the whole region. The development of wine tourism is also responsible for the transformation of rural landscapes and especially in the regions that have the most developed wine routes. These regions need higher-level protection (especially the cultural and natural resource bases) in the form of an ‘agricultural reserve’ or the declaration of a ‘national heritage site’.     

World Heritage policy on reconstruction: from exceptional case to conservation treatment

Abstract

International heritage doctrine and the Operational Guidelines (OG) for the Implementation of the World Heritage (WH) Convention discourage the reconstruction of cultural heritage. Only ‘exceptional circumstances’ justify this practice, namely armed conflicts and natural disasters. The UNESCO WH Committee recently expressed its support for the reconstruction of damaged WH properties in view of such circumstances and requested the development of new guidance to address this timely issue (Decisions: 39 COM 7 and 40 COM 7). Guidelines will be prepared and provided to the Committee accordingly (Decision: 41 COM 7). We can therefore foresee revisions and additions to Paragraph 86, which is currently the only guideline in the OG, deemed ‘inadequate’ by the Committee. This research paper brings into focus the status of reconstruction in WH policy formulation and takes a normative position. Drawing on document analysis and the most up-to-date studies, I argue that its status should formally shift from exceptional case ruled out a priori to conservation treatment ruled in. I encourage a fruitful international exchange of ideas among a broad interdisciplinary readership to contribute to policy-making. Readers who dispute my position, no less than those who support it, may come to see reconstruction in a different light.     

Sami Tourism and the Signposting of Spirituality. The Case of Sami Tour: a Spiritual Entrepreneur in the Contemporary Experience Economy

Abstract

The tourism industry provides an important insight into cultural heritage production and marketing. Therefore, it is also important to look at what elements and components are selected to represent a chosen culture in the context of tourism, where some cultural elements are placed at the forefront while others are silenced. There is an increasing tendency to highlight religious symbols and conceptions in the marketing of a tourist destination and many major tourist sites have developed largely as a result of their connections to sacred people, places and events. One of these sites is analysed, namely the location Sápmi as it is marketed on the tourism web portal www.samitour.no, where New Age spirituality in conjunction with local indigenous traditions are highlighted to promote Sápmi as a tourist site. The focus is on the signposting of religious symbols as a resource in a tourism context and the challenges connected with the merger of spiritual and commercial values.     

Public archaeology at Baynard-Zion: bringing life back to an antebellum cemetery

ABSTRACT

Heritage tourism is a driving economic force in much of the coastal southeastern United States, including on Hilton Head Island, South Carolina, one of the most popular destinations for vacationers in the country. Working with local community members in developing a diverse and multipronged public archaeology program, we helped facilitate research and develop programing at the Baynard Mausoleum and Zion Chapel of Ease and Cemetery (Baynard-Zion). Built and used during the late eighteenth through mid-nineteenth centuries, Baynard-Zion includes some of the oldest marked graves on the island as well as its oldest standing architecture. Using a constellation of techniques, including geophysical surveys, genetic testing of human remains, and limited excavations, research conducted at Baynard-Zion provides an opportunity to enhance public perception and understanding of pivotal historic events and people on the island while also assisting in development plans that promote heritage tourism.     

Cultural Tourism: Marketing Challenges and Opportunities for German Cultural Heritage

Because of the generally precarious state of public finance in Germany, at federal, state and community levels, expenditure for cultural purposes is being reduced constantly. Therefore, cultural institutions such as heritage sites are virtually compelled to find additional sources of funding to improve their financial situation and ensure their long‐term survival. One of the more suitable means of increasing the revenue situation on an ongoing basis is to improve and expand the cultural tourism offerings. Despite this significance of cultural tourism, an empirical study established that German heritage sites have by no means exploited the real potential of cultural tourism in a comprehensive manner. Thus, the objective of this paper is, on the basis of a well‐founded delineation of the concept and demand‐side situation, to demonstrate the potential success factors for developing cultural tourism and to do so from a marketing perspective.     

Heritage and gastronomy: The pursuits of the ‘new tourist’

Abstract

The main thrust of this text is to acknowledge the relationship between gastronomy and heritage as a key motivator for travel. Gastronomy, as a central part of culture, and its influence on other aspects of culture has received scant recognition from the academic world generated by tourism. Gastronomy, heritage and tourism are old friends; the relationship between them is mutually parasitic. Gastronomy's role as a cultural force in developing and sustaining heritage tourism is addressed, as is its increasing role as a catalyst in enhancing the quality of the tourist experience. Today's consumers’ search for an individual lifestyle is changing tourism and the ‘new tourist’ is using the holiday for acquiring insight into other cultures. Recent research and current market trends are examined to reveal the increasing significance of gastronomy to holiday choice. It is argued that gastronomy brings culture and cultures together. Place and setting enhance the food experience and arguably vice‐versa. Heritage and gastronomy combined make for an excellent marriage of tourist resources. The text argues that this combination is both used and viewed by the tourist. As such the tourist becomes engaged in cultural heritage to a deeper level.     

“文化是旅游的灵魂”：误解与反思——武夷山案例研究

“文化是旅游的灵魂”这一观点常被视为旅游开发与管理中的常识,不少开发者也因此对文化旅游地开发付诸极大的热情,但现实中并非所有的文化遗产地都能因为其厚重的历史文化而成为游客追逐的热点,“文化是旅游的灵魂”这一观点需要进行深入思考。本文通过对历史文化旅游资源丰富的世界文化与自然遗产地武夷山研究发现,大众游客只能感知到文化的一些表层元素,他们希望对文化资源进行充分包装与充分展示。在此基础上,本文对“文化是旅游的灵魂”这一观点进行了深入思考。本文认为,文化元素在旅游活动中非常重要。但只有经过充分解说与合理展示、让文化不断“活化”、能够让游客真正感受到的文化,才能发挥“灵魂”的作用。