摘要
打造传统村落地方品牌并将其转化为实际效益,是实现乡村旅游活化的有效途径。基于S-O-R理论,构建研究理论框架,以湖南岳阳张谷英村为例,运用结构方程模型进行定量实证分析,结果表明:传统村落品牌“商品化”进程涵盖了品牌价值提升、文化价值延伸、经济效益转化三部分;传统村落地方品牌建构对游客消费行为起间接影响作用,地方依恋是沟通地方品牌建构与游客消费行为的“桥梁”,其中介效应得到了验证;为实现地方品牌价值向经济效益的有效转化,应当深度挖掘传统村落文化内涵,注重保护乡土景观,完善食宿消费服务体系,使单一产业转向多产业模式发展。
It is an effective way to realize the activation of rural tourism by creating local brands of traditional villages and transforming them into practical benefits.Based on S-O-R theory,taking Zhangguying Village as an example,the structural equation model is used for quantitative empirical analysis.The results show that the process of“commercialization”of traditional village brands covers the promotion of brand value,the extension of cultural value,and the transformation of economic efficiency.Through the construction of local brands,local attachment is formed,and tourist consumption behavior is affected.Local brand construction in traditional villages has an indirect impact on tourists’consumption behavior.Local attachment is the“bridge”between local brand construction and tourists’consumption behavior,and the intermediary effect has been verified.In order to realize the effective transformation from local brand value to economic benefits,it is necessary to explore the cultural connotation of traditional villages,attach importance to the protection of rural landscape,improve accommodation consumption service system,and transform the single industry into a multiindustry model.
作者
刘沛林
李境阳
邓运员
刘瑞瑞
LIU Peilin;LI Jingyang;DENG Yunyuan;LIU Ruirui(National and Local Joint Engineering Laboratory of“Digital Protection and Creative Utilization Technology of Traditional Village and Town Culture”,Hengyang Normal University,Hengyang Hunan 421002,China;Rural Revitalization Institute,Changsha University,Changsha Hunan 410022,China)
出处
《长沙大学学报》
2023年第3期43-51,共9页
Journal of Changsha University
基金
国家社会科学基金重大项目“南方少数民族手工艺资源体系与基因要素图谱研究”,编号:17ZDA166。
关键词
传统村落
S-O-R理论
地方品牌建构
游客消费行为
traditional village
S-O-R theory
local brand construction
tourist consumption behavior
