基于游客受雇拍摄法的景区村庄旅游形象感知研究——以杭州市临安区月亮桥村为例

doi:10.3969/j.issn.1004-1524.2021.04.10

浙江农业学报 ›› 2021, Vol. 33 ›› Issue (4): 651-660.DOI: 10.3969/j.issn.1004-1524.2021.04.10

基于游客受雇拍摄法的景区村庄旅游形象感知研究——以杭州市临安区月亮桥村为例

张建国¹^,²(), 林佳楠², 陈静³

1.湖州师范学院经济管理学院,浙江湖州 313000
2.浙江农林大学风景园林与建筑学院/旅游与健康学院,浙江杭州 311300
3.诚邦生态环境股份有限公司,浙江杭州 310008

收稿日期:2020-07-05 出版日期:2021-04-25 发布日期:2021-04-25
作者简介:张建国(1972—),男,河南洛阳人,博士,副教授,主要从事生态景观规划与旅游管理研究。E-mail:zhangjianguo2004@163.com
基金资助:
浙江省科技厅公益技术研究农业项目(2016C32017);浙江省农业软科学研究项目(ZJNYRKXYJKT201604);浙江省自然科学基金(LY16C160008);丽水市重点科技创新团队项目(2018cxtd02);丽水市科技计划(2019GYX10)

Image perception of scenic villages based on visitor-employed photography method: a case study on Yueliangqiao Village

ZHANG Jianguo¹^,²(), LIN Jianan², CHEN Jing³

1. School of Economics and Management, Huzhou University, Huzhou 313000, China
2. School of Landscape Architecture and Architecture/School of Tourism and Health, Zhejiang A & F University, Hangzhou 311300, China
3. Chengbang Eco-Environment Co., Ltd., Hangzhou 310008, China

Received:2020-07-05 Online:2021-04-25 Published:2021-04-25

摘要/Abstract

摘要：

浙江省美丽乡村的建设已进入“万村景区化”的时代,月亮桥村是首批浙江省3A级景区村庄,了解游客对月亮桥村的旅游形象感知,能够为月亮桥村在今后景区村庄的建设、发展方面提供一定参考和借鉴。文章采用游客受雇拍摄法(visitor-employed photography,VEP),对月亮桥村景区村庄的游客形象感知进行了研究。结果表明,志愿者对乡村民宿和民宅建筑的关注度最高,对直观感受、乡村环境、月亮主题和植物关注度较高;志愿者对景区村庄的评价以正向感知为主,但仍存在小部分负向感知;志愿者关注的内容和景区村庄想要呈现的内容存在些许偏差;景区村庄的接待与讲解服务不够完善。据此,提出了系统展示旅游吸引物、强调“天目月乡”主题、完善团队接待和讲解服务等建议,为景区村庄未来的可持续管理发展提供参考。

关键词: 景区村庄, 形象感知, 月亮桥村

Abstract:

The construction of beautiful villages in Zhejiang Province has entered the era of “Wancun scenic spots”. As one of the first 3A level scenic villages in Zhejiang Province, understanding tourists’ perception of the tourism image of Yueliangqiao Village can provide certain reference for the construction and development of it in the future. In this paper, the visitor-employed photography (VEP) method was used to study the image perception of tourists in Yueliangqiao Village. The results showed that the volunteers paid the highest attention to the rural residential buildings and residential buildings, and paid more attention to the intuitive feelings, rural environment, moon theme and plants; the volunteers’ evaluation of scenic villages was mainly positive perception, but there was still a small part of negative perception; there was a little deviation between the content of volunteers’ attention and the content to be present; the service of reception and explanation in scenic villages was not perfect. Therefore, some suggestions were put forward, such as systematically displaying the tourist attractions, emphasizing the theme of “Tianmu Yuexiang”, improving the team reception and explanation service, so as to provide reference for the sustainable management and development of the scenic villages in the future.

Key words: scenic village, image perception, Yueliangqiao Village

中图分类号:

S-05

张建国, 林佳楠, 陈静. 基于游客受雇拍摄法的景区村庄旅游形象感知研究——以杭州市临安区月亮桥村为例[J]. 浙江农业学报, 2021, 33(4): 651-660.

ZHANG Jianguo, LIN Jianan, CHEN Jing. Image perception of scenic villages based on visitor-employed photography method: a case study on Yueliangqiao Village[J]. Acta Agriculturae Zhejiangensis, 2021, 33(4): 651-660.

图/表 3

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照片内容 Photo content	内容节点 Content node	数量 Number	频率 Frequency/%
月亮工坊 Moon workshop	1.入口门匾Entrance plaque;2.内部庭院Interior courtyard; 3.大厅内各小物件Small objects in the hall;4.茶座Teahouse	119	27.74
民宅及其他建筑 Residential buildings and other buildings	1.民宅月亮形大门Moon shaped gate;2.日式庭院Japanese courtyard; 3.石砌小围墙Small stone wall;4.乡村旅游咨询点Rural tourism consultation point; 5.民宅墙绘Wall painting;6.休息亭Rest pavilion	47	10.96
玫瑰庄园 Chateau Montrose	1.木制围栏Wooden fence;2.花朵特写Flower close-up;3.温室大棚Greenhouse; 4.入口铁门Entrance iron gate	40	9.32
景观小品 Landscape sketch	1.取景框Viewfinder;2.月亮形景观灯Moon shaped view lamp; 3.爱心形构筑物Love shaped structure;4.特色垃圾桶Characteristic garbage can; 5.装饰酒坛Decorative wine jar	35	8.16
村口构筑物 Village structure	1.村口景观墙Village landscape wall;2.石碑Stone tablet; 3.石雕书卷Stone scroll	34	7.93
标志解说牌 Sign explanation board	1.村落简介Village introduction;2.实时天气预报Real time weather forecast; 3.宣传栏Bulletin board;4.景点解说牌Scenic spot explanation board; 5.方向指引牌Direction sign	33	7.69
其他 Other	1.绿道Greenway; 2.栈道Plank road;3.月亮桥Moon bridge;4.溪流Stream; 5.果树Fruit tree;6.乡间小路Country road;7篮球场Basketball court	25	5.83
陈家酒坊 Chen’s Restaurant	1.酒坊入口Winery entrance;2.特色制酒茅屋Special liquor making cottage; 3.酒坛Wine jar;4.制作工具及原料Production tools and raw materials	21	4.90
窑形公厕 Kiln shaped public toilet	1.公厕外部造型External modeling of public toilets;2.洗手池 Hand washing basin; 3.壁画Murals	21	4.90
天目山美术馆 Tianmushan Art Museum	1.建筑外部造型The external shape of the building; 2.院落里的小品The sketch in the courtyard;3.内部细节The internal details	21	4.90
四季果园 Four seasons orchard	1.猕猴桃Kiwifruit;2.蟠桃Flat peach	18	4.20
农田 Farmland	正在耕种的农田Farmland under cultivation	11	2.56
老开心文化馆 Happy Cultural Center	入口Entrance	4	0.93
总计 Total		429	100.00

照片内容 Photo content	内容节点 Content node	数量 Number	频率 Frequency/%
月亮工坊 Moon workshop	1.入口门匾Entrance plaque;2.内部庭院Interior courtyard; 3.大厅内各小物件Small objects in the hall;4.茶座Teahouse	119	27.74
民宅及其他建筑 Residential buildings and other buildings	1.民宅月亮形大门Moon shaped gate;2.日式庭院Japanese courtyard; 3.石砌小围墙Small stone wall;4.乡村旅游咨询点Rural tourism consultation point; 5.民宅墙绘Wall painting;6.休息亭Rest pavilion	47	10.96
玫瑰庄园 Chateau Montrose	1.木制围栏Wooden fence;2.花朵特写Flower close-up;3.温室大棚Greenhouse; 4.入口铁门Entrance iron gate	40	9.32
景观小品 Landscape sketch	1.取景框Viewfinder;2.月亮形景观灯Moon shaped view lamp; 3.爱心形构筑物Love shaped structure;4.特色垃圾桶Characteristic garbage can; 5.装饰酒坛Decorative wine jar	35	8.16
村口构筑物 Village structure	1.村口景观墙Village landscape wall;2.石碑Stone tablet; 3.石雕书卷Stone scroll	34	7.93
标志解说牌 Sign explanation board	1.村落简介Village introduction;2.实时天气预报Real time weather forecast; 3.宣传栏Bulletin board;4.景点解说牌Scenic spot explanation board; 5.方向指引牌Direction sign	33	7.69
其他 Other	1.绿道Greenway; 2.栈道Plank road;3.月亮桥Moon bridge;4.溪流Stream; 5.果树Fruit tree;6.乡间小路Country road;7篮球场Basketball court	25	5.83
陈家酒坊 Chen’s Restaurant	1.酒坊入口Winery entrance;2.特色制酒茅屋Special liquor making cottage; 3.酒坛Wine jar;4.制作工具及原料Production tools and raw materials	21	4.90
窑形公厕 Kiln shaped public toilet	1.公厕外部造型External modeling of public toilets;2.洗手池 Hand washing basin; 3.壁画Murals	21	4.90
天目山美术馆 Tianmushan Art Museum	1.建筑外部造型The external shape of the building; 2.院落里的小品The sketch in the courtyard;3.内部细节The internal details	21	4.90
四季果园 Four seasons orchard	1.猕猴桃Kiwifruit;2.蟠桃Flat peach	18	4.20
农田 Farmland	正在耕种的农田Farmland under cultivation	11	2.56
老开心文化馆 Happy Cultural Center	入口Entrance	4	0.93
总计 Total		429	100.00

序号 No.	高频词 High frequency vocabulary	频次 Frequency	词性 Part of speech	序号 No.	高频词 High frequency vocabulary	频次 Frequency	词性 Part of speech
1	月亮桥村Yueyueqiao Village	93	名词 Noun	51	符合Accord with	10	形容词 Adjective
2	游客Tourist	76	名词 Noun	52	醒目Eye catching	10	形容词 Adjective
3	特色Characteristic	67	形容词 Adjective	53	生态Ecology	10	形容词 Adjective
4	美观Beautiful	63	形容词 Adjective	54	打卡Punch the clock	10	动词 Verb
5	月亮工坊Moon workshop	58	名词 Noun	55	觅月绿道Moonlit greenway	10	名词 Noun
6	乡村Rural	52	名词 Noun	56	石雕书卷Stone scroll	10	名词 Noun
7	环境Environmental	47	名词 Noun	57	精致Delicate	9	形容词 Adjective
8	设计感Sense of design	44	形容词 Adjective	58	有趣Interesting	9	形容词 Adjective
9	乡村气息Rural flavor	37	形容词 Adjective	59	拍照Photograph	9	动词 Verb
10	公共厕所Comfort station	29	名词 Noun	60	联系方式Contact information	9	名词 Noun
11	体验Experience	28	动词 Verb	61	庭院Courtyard	9	名词 Noun
12	月亮Moon	28	名词 Noun	62	材料Material	9	名词 Noun
13	大门Gate	26	名词 Noun	63	乡村旅游咨询点	9	名词 Noun
					Rural tourism reference point
14	植物Botany	25	名词 Noun	64	放松Relax	8	形容词 Adjective
15	石块Stone	25	名词 Noun	65	新颖Novel	8	形容词 Adjective
16	酒坊Tavern	25	名词 Noun	66	静谧Quiet	8	形容词 Adjective
17	四季果园Four Seasons Orchard	24	名词 Noun	67	酿酒Make wine	8	动词 Verb
18	简单Simple	23	形容词 Adjective	68	休憩Rest	8	动词 Verb
19	新奇Novel	23	形容词 Adjective	69	装修Renovation	8	名词 Noun
20	天目山美术馆	23	名词 Noun	70	标识Identification	8	名词 Noun
	Tianmushan Art Museum
21	村口Entrance to a village	23	名词 Noun	71	年代感Sense of age	7	形容词 Adjective
22	和谐Harmonious	22	形容词 Adjective	72	日式Japanese	7	形容词 Adjective
23	方便 Convenient	22	形容词 Adjective	73	合理Reasonable	7	形容词 Adjective
24	创意Originality	22	形容词 Adjective	74	协调Coordinate	7	形容词 Adjective
25	村民Villager	22	名词 Noun	75	舒适Comfortable	7	形容词 Adjective
26	复古Retro	21	形容词 Adjective	76	统一Unified	7	形容词 Adjective
27	猕猴桃Kiwifruit	21	名词 Noun	77	休闲Leisure time	7	形容词 Adjective
28	墙面Metope	20	名词 Noun	78	传统Tradition	7	形容词 Adjective
29	风格Style	19	形容词 Adjective	79	管理Administration	7	动词 Verb
30	景观墙Landscape wall	18	名词 Noun	80	游览Visit	7	动词 Verb
31	文化Culture	18	名词 Noun	81	采摘Pick	7	动词 Verb
32	自然Natural	17	形容词 Adjective	82	游步道Walking path	7	名词 Noun
33	入口Entrance	17	名词 Noun	83	环保Environment protection	6	形容词 Adjective
34	有意境Artistic conception	16	形容词 Adjective	84	突兀Abrupt	6	形容词 Adjective
35	吸引Attract	16	动词 Verb	85	现代Modern	6	形容词 Adjective
36	民宿Minshuku	16	名词 Noun	86	契合Fit	6	形容词 Adjective
37	民宅Private home	16	名词 Noun	87	单调Monotonous	6	形容词 Adjective
38	月亮桥Moon Bridge	16	名词 Noun	88	杂乱Messy	6	形容词 Adjective
39	石碑Stone tablet	15	名词 Noun	89	活力Vitality	6	形容词 Adjective
40	指示牌Indicator	14	名词 Noun	90	浪漫Romantic	6	形容词 Adjective
41	呼应Echo	13	动词 Verb	91	留念Accept as a souvenir	6	动词 Verb
42	围墙Enclosing wall	13	名词 Noun	92	欣赏Appreciate	6	动词 Verb
43	水塘Pond	13	名词 Noun	93	参观Visit	6	动词 Verb
44	联系Contact	12	动词 Verb	94	插秧Transplanting	6	动词 Verb
45	道路Road	12	名词 Noun	95	玫瑰园Rose garden	6	名词 Noun
46	花卉Flowers and plants	12	名词 Noun	96	网红Internet celebrity	6	名词 Noun
47	整洁Neat	11	形容词 Adjective	97	农家乐Agritainment	6	名词 Noun
48	取景框Finder frame	11	名词 Noun	98	天气Weather	6	名词 Noun
49	爱心Love	11	名词 Noun	99	假山Rockery	6	名词 Noun
50	垃圾桶Trash	11	名词 Noun	100	汀步Stepping stone	6	名词 Noun

序号 No.	高频词 High frequency vocabulary	频次 Frequency	词性 Part of speech	序号 No.	高频词 High frequency vocabulary	频次 Frequency	词性 Part of speech
1	月亮桥村Yueyueqiao Village	93	名词 Noun	51	符合Accord with	10	形容词 Adjective
2	游客Tourist	76	名词 Noun	52	醒目Eye catching	10	形容词 Adjective
3	特色Characteristic	67	形容词 Adjective	53	生态Ecology	10	形容词 Adjective
4	美观Beautiful	63	形容词 Adjective	54	打卡Punch the clock	10	动词 Verb
5	月亮工坊Moon workshop	58	名词 Noun	55	觅月绿道Moonlit greenway	10	名词 Noun
6	乡村Rural	52	名词 Noun	56	石雕书卷Stone scroll	10	名词 Noun
7	环境Environmental	47	名词 Noun	57	精致Delicate	9	形容词 Adjective
8	设计感Sense of design	44	形容词 Adjective	58	有趣Interesting	9	形容词 Adjective
9	乡村气息Rural flavor	37	形容词 Adjective	59	拍照Photograph	9	动词 Verb
10	公共厕所Comfort station	29	名词 Noun	60	联系方式Contact information	9	名词 Noun
11	体验Experience	28	动词 Verb	61	庭院Courtyard	9	名词 Noun
12	月亮Moon	28	名词 Noun	62	材料Material	9	名词 Noun
13	大门Gate	26	名词 Noun	63	乡村旅游咨询点	9	名词 Noun
					Rural tourism reference point
14	植物Botany	25	名词 Noun	64	放松Relax	8	形容词 Adjective
15	石块Stone	25	名词 Noun	65	新颖Novel	8	形容词 Adjective
16	酒坊Tavern	25	名词 Noun	66	静谧Quiet	8	形容词 Adjective
17	四季果园Four Seasons Orchard	24	名词 Noun	67	酿酒Make wine	8	动词 Verb
18	简单Simple	23	形容词 Adjective	68	休憩Rest	8	动词 Verb
19	新奇Novel	23	形容词 Adjective	69	装修Renovation	8	名词 Noun
20	天目山美术馆	23	名词 Noun	70	标识Identification	8	名词 Noun
	Tianmushan Art Museum
21	村口Entrance to a village	23	名词 Noun	71	年代感Sense of age	7	形容词 Adjective
22	和谐Harmonious	22	形容词 Adjective	72	日式Japanese	7	形容词 Adjective
23	方便 Convenient	22	形容词 Adjective	73	合理Reasonable	7	形容词 Adjective
24	创意Originality	22	形容词 Adjective	74	协调Coordinate	7	形容词 Adjective
25	村民Villager	22	名词 Noun	75	舒适Comfortable	7	形容词 Adjective
26	复古Retro	21	形容词 Adjective	76	统一Unified	7	形容词 Adjective
27	猕猴桃Kiwifruit	21	名词 Noun	77	休闲Leisure time	7	形容词 Adjective
28	墙面Metope	20	名词 Noun	78	传统Tradition	7	形容词 Adjective
29	风格Style	19	形容词 Adjective	79	管理Administration	7	动词 Verb
30	景观墙Landscape wall	18	名词 Noun	80	游览Visit	7	动词 Verb
31	文化Culture	18	名词 Noun	81	采摘Pick	7	动词 Verb
32	自然Natural	17	形容词 Adjective	82	游步道Walking path	7	名词 Noun
33	入口Entrance	17	名词 Noun	83	环保Environment protection	6	形容词 Adjective
34	有意境Artistic conception	16	形容词 Adjective	84	突兀Abrupt	6	形容词 Adjective
35	吸引Attract	16	动词 Verb	85	现代Modern	6	形容词 Adjective
36	民宿Minshuku	16	名词 Noun	86	契合Fit	6	形容词 Adjective
37	民宅Private home	16	名词 Noun	87	单调Monotonous	6	形容词 Adjective
38	月亮桥Moon Bridge	16	名词 Noun	88	杂乱Messy	6	形容词 Adjective
39	石碑Stone tablet	15	名词 Noun	89	活力Vitality	6	形容词 Adjective
40	指示牌Indicator	14	名词 Noun	90	浪漫Romantic	6	形容词 Adjective
41	呼应Echo	13	动词 Verb	91	留念Accept as a souvenir	6	动词 Verb
42	围墙Enclosing wall	13	名词 Noun	92	欣赏Appreciate	6	动词 Verb
43	水塘Pond	13	名词 Noun	93	参观Visit	6	动词 Verb
44	联系Contact	12	动词 Verb	94	插秧Transplanting	6	动词 Verb
45	道路Road	12	名词 Noun	95	玫瑰园Rose garden	6	名词 Noun
46	花卉Flowers and plants	12	名词 Noun	96	网红Internet celebrity	6	名词 Noun
47	整洁Neat	11	形容词 Adjective	97	农家乐Agritainment	6	名词 Noun
48	取景框Finder frame	11	名词 Noun	98	天气Weather	6	名词 Noun
49	爱心Love	11	名词 Noun	99	假山Rockery	6	名词 Noun
50	垃圾桶Trash	11	名词 Noun	100	汀步Stepping stone	6	名词 Noun

情感分类 Sentiment classification	序号 No.	特征词 Feature word	频次 Frequency	频次统计 Frequency statistics	比例 Ratio/%	情感分类 Sentiment classification	序号 No.	特征词 Feature word	频次 Frequency	频次统计 Frequency statistics	比例 Ratio/%
积极评价	1	特色Characteristic	67	426	73.07		20	协调Coordinate	7
Positive	2	美观Beautiful	63				21	舒适Comfortable	7
evaluation	3	设计感	44				22	休闲Leisure time	7
		Sense of design
	4	新奇Novel	23				23	环保	6
								Environment protection
	5	和谐Harmonious	22				24	活力Vitality	6
	6	方便Convenient	22				25	浪漫Romantic	6
	7	创意Originality	22			中性评价	1	乡村气息Rural flavor	37	139	23.84
	8	复古Retro	21			Neutral	2	简单Simple	23
	9	有意境	16			evaluation	3	风格Style	19
		Artistic conception
	10	整洁Neat	11				4	自然Natural	17
	11	醒目Eye catching	10				5	符合Accord with	10
	12	生态Ecology	10				6	日式Japanese	7
	13	精致Delicate	9				7	统一Unified	7
	14	有趣Interesting	9				8	传统Tradition	7
	15	放松Relax	8				9	现代Modern	6
	16	新颖Novel	8				10	契合Fit	6
	17	静谧Quiet	8			消极评价	1	突兀Abrupt	6	18	3.09
	18	年代感Sense Of Age	7			Negative	2	单调Monotonous	6
	19	合理Reasonable	7			evaluation	3	杂乱Messy	6

基于游客受雇拍摄法的景区村庄旅游形象感知研究——以杭州市临安区月亮桥村为例

Image perception of scenic villages based on visitor-employed photography method: a case study on Yueliangqiao Village

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