CAJ | 학술논문

文章从历史演进和意识建构角度阐释现代乡村旅游的原根性诉求,探讨乡村旅游诉求的历史基础和社会背景,从文献出发构建了乡村旅游需求分析框架。实证研究发现乡村旅游需求呈非正态分布特征,大多数乡村游客对学界强调的＂乡村性＂事项并不关心,主要是异化的乡村旅游产品促成乡村游客调整了自己的需求和目标。研究认为,乡村旅游的本质是乡土-人性结构的回归与重建,但多种媒体＂伪乡村＂的旅游形象建构导致了乡村旅游原根性诉求的异化与＂伪乡村旅游＂意识形态的形成;以经济价值为评价标准的产业发展导向是乡村旅游产生诸多问题的根源,乡村旅游亟需深刻的反思与革命,重新定位乡村的＂美丽＂内涵,回归乡村养育生命、化育人性的根性功能,实现＂安天下、稳民心＂,以致＂近者悦、远者来＂之愿景。
문장종역사연진화의식건구각도천석현대향촌여유적원근성소구,탐토향촌여유소구적역사기출화사회배경,종문헌출발구건료향촌여유수구분석광가。실증연구발현향촌여유수구정비정태분포특정,대다수향촌유객대학계강조적＂향촌성＂사항병불관심,주요시이화적향촌여유산품촉성향촌유객조정료자기적수구화목표。연구인위,향촌여유적본질시향토-인성결구적회귀여중건,단다충매체＂위향촌＂적여유형상건구도치료향촌여유원근성소구적이화여＂위향촌여유＂의식형태적형성;이경제개치위평개표준적산업발전도향시향촌여유산생제다문제적근원,향촌여유극수심각적반사여혁명,중신정위향촌적＂미려＂내함,회귀향촌양육생명、화육인성적근성공능,실현＂안천하、은민심＂,이치＂근자열、원자래＂지원경。
The original appeals of rural tourism to tourists under the background of modernization from the historical evolution and ideology construction are discussed. Here the original appeals of rural tourism refer to a kind of appeals for the source of life,culture and identity. Along with the historical basis and social background of the rural tourism demands, an analytical framework of the rural tourism demand mechanism is constructed based on the literature. The paper then analyzes the dissimilation mechanism of the original appeals of rural tourism through an empirical study. Theoretically speaking,the original appeals of rural tourism should be the prime rural tourism motivation, which essentially originates from the psychological identity structure of people with a spiritual connection to the land,based on their historical and social background. Researchers have also emphasized the centrality of＂rurality＂to rural tourism studies. The proportion of tourists in rural areas who are motivated to discover new tourism opportunities should be relatively small because of the nature of the destination,which points to the diversity of routes and destinations. However, the results of the survey showed an abnormal distribution in the proportion of rural tourism demand structure; the proportion of rural tourists who sought the original appeals of tourism was relatively small（18.6%）. In reality, most tourists do not care about the＂rurality＂matters discussed in the literature. What causes this paradox？Further interviews found that tourists in rural areas were induced to adjust their needs and goals because rural tourism products alienated them. Moreover, underlying tourists＇ alienation with the original appeals of Chinese rural tourism, we discovered that their very precious and fragile faith in the spiritual relationship between people and the land was the basic power of rural tourism. When the economic value is used mainly as the evaluation standard in the tourism- oriented industrial development in a multimedia context, it results in the reconstruction of the rural tourism function and tourists are alienated from the original appeals of rural tourism. Through logical reasoning and empirical study, the paper draws the following conclusion. The basic power of rural tourism is in the worship of people＇s spiritual connection to the Earth, their psychological structure and agricultural spirit, which is taught by the deep philosophical identification with people＇s relationship with the land.The postmodernism revolt based on the alienation of human nature and associated identity crisis is a modern engine of rural tourism. The essence of rural tourism is a reversion and reconstruction of human identity to a patriotic structure based on the relationship between people and their country. The tourism image construction of colonial discourse in the media converted the property of rural space from being productive to one to be consumed and created an alienation with rural tourism demands and the＂pseudo-rural tourism＂ideology. Taking the economic value as the evaluation standard to orientate industrial development is the root of many rural tourism problems. A full reflection on rural tourism is urgently needed to revolutionize the direction of tourism development and goals to realize gradually the cultural salvation of country and human nature in the reversion of the properties of the country and tourism tradition. The productive and livelihood elements of rurality foster life and civilize human nature in relation to the security of human survival and healthy life values, which are also the sources of sustainable rural tourism development. National thinking about rural tourism development should discard the concepts of ＂nonagricultural development＂ and ＂elimination of famers＂ and return to ＂rural construction＂and＂agriculture reconstruction.＂