解说:源起、概念、研究内容和方法

解说是旅游休闲研究中相当重要的一个概念,但关于解说的研究却只是近50年以来的事情。从20世纪60年代至今,解说研究经历了形成期、寻找最佳媒介期、探求正当性阶段,到1990年代初期初步走向成熟。目前,国际上的解说研究借助更多社会学和心理学理论,以及应用社会科学如营销、消费行为、应用行为分析及教育分析方法等,通过理性行为理论、计划行为理论、规范焦点理论、阐述可能性模式、基模理论、防御动机理论以及其他认知和社会认知理论得到理论架构,并逐渐走向成熟。与此相应,解说的理论研究在国内大陆尚未得到应有的重视,研究水平也与国际上存在较大的差距。本文从文献综述的角度,梳理了国际解说研究的最新进展,对解说的源起、概念、研究内容和方法等问题进行了探讨,并针对我国解说研究的现状分析了我国解说研究发展的前景,通过研究发现,我国的解说研究主要集中在台湾地区,研究的案例地选择较单一,对解说效果的评估缺乏定量的评估等等,另外也看到中国大陆地区,有关解说研究的论文曾逐年增多的态势,解说研究在中国也会越来越得到重视,解说也会被用到旅游的各个方面。

INTERPRETATION:ITS ORIGIN,CONCEPTS,RESEARCH CONTENTS AND METHODS

Interpretation is a very important concept in tourism research. Although the tradition of and need for interpretation may be as long as human life, the research on interpretation began only at fifty years ago. From its beginnings in the 1960s, interpretive research has experienced the "Formative Years", the "Search for the Best Medium" stage, the "Quest for Legitimacy" stage and "Early Maturation". The theory of interpretation study has begun to be well-developed since the 1990s. Nowadays, international interpretive research borrows more from social and psychological theory, and the applied social sciences. Recent published articles have explored interpretation through the theory of reasoned action, theory of planned behavior, norm focus theory, the Elaboration Likelihood Model, schema theory, protection motivation theory, and a wide range of other cognition and social cognition theoretical frameworks, which indicates that research on interpretation is maturing and developing into a legitimate applied social science in its own right. However, the interpretive research in main land China hasn't gained enough attention that it deserves. Based on the review of all the literatures that the authors could have access to, this paper introduces the latest progress in interpretive research, discusses the origin, concepts, research contents and methods of interpretation, analyzes the present situation of domestic interpretive research, and tries to present the prospects of interpretation development in China. It's found that the study of interpretation are most from Taiwan, the study cases focus on the similar type and there lacks quantitative evaluation for the interpretation effect.