热带地理 ›› 2016, Vol. 36 ›› Issue (2): 245-252.doi: 10.13284/j.cnki.rddl.002826

• 论文 • 上一篇    下一篇

少数民族村寨过度商业化个案研究 ——以贵州西江千户苗寨为例

孙小龙1,郜 捷2   

  1. (1.贵州师范大学 国际旅游文化学院 文化与自然遗产保护研究中心,贵阳 550001;2.贵州师范学院 地理与旅游学院,贵阳 550025)
  • 出版日期:2016-03-31 发布日期:2016-03-31
  • 通讯作者: 郜捷(1981―),女,山西大同人,讲师,硕士,研究方向为旅游市场营销、政策法规,(E-mail)lolgj@sina.cn。
  • 作者简介:孙小龙(1983―),男,山西大同人,讲师,博士研究生,研究方向为区域旅游发展、旅游企业开发与管理,(E-mail)lolsxl@qq.com
  • 基金资助:
    国家社科基金重点项目[中国少数民族文化生态研究(11AZD07)];贵州省教育厅高校人文社会科学研究基地项目[少数民族村寨过度商业化个案研究(12JD052)]

Excessive Commercialization in Ethnic Minority Villages: A Case Study of the Xijiang Miao Village

SUN Xiaolong1,GAO Jie2   

  1. (1.School of International Tourism & Culture,Guizhou Normal University,Guiyang 550001,China; 2.School of Geography & Tourism,Guizhou Normal College,Guiyang 550025,China)
  • Online:2016-03-31 Published:2016-03-31

摘要: 以贵州西江千户苗寨为案例,基于“刺激―机体―反应”分析范式的M-R理论模型,提出影响个体游客商业化感知的外部环境因素和概念模型。通过结构方程模型实证检验影响游客商业化感知的先决变量及各变量间的影响路径,结果表明:旅游空间环境、居民社会形态与旅游产品附属对游客商业化感知具有显著的正相关影响作用,其中,旅游商业环境通过旅游空间环境间接对游客商业化感知产生正向影响作用。在实证分析基础上,从景区管理层面的商业化“刺激―反应”演变过程探讨其驱动机制及利益主体间的关系,认为产权配置不合理及缺乏有效的管理机制是民族村寨类景区过度商业化的根本原因,最后提出调控景区商业化的建议。

关键词: 民族村寨, 旅游商业化, 商业化感知, M-R模型, 产权制度, 贵州

Abstract: Taking Xijiang Miao Village as a case, based on an M-R theoretical model that in view of “stimulus – organism-response”, this study submits a conceptual model of commercial perception and examines the relationship between the predetermined variables affecting the tourists’ perception and commercialization through SEM by using SPSS and AMOS. The results show that tourism space environment, resident social forms and tourism subsidiary products have positive influence on tourists’ commercial perception, and tourism business environment has indirect influence on tourists’ commercial perception. Meanwhile, taking into account the stakeholders involved to commercial factors, and based on the empirical analysis, this research discusses the push and evolution mechanism of tourism commercialization from view of the “stimulus-response”. This study argues that the core cause for excessive commercialization of Ethnic Village Resorts such as Xijiang Miao Village is irrational allocation of property rights and the lack of effective management mechanism. Finally, this study proposes some suggestions for regulating excessive commercialization in Ethnic Minority Villages: 1) In terms of technical means, this kind of resorts needs to strengthen the custom flow control, and to plan marketing and tourism service facilities. 2) In terms of system management, the resorts should build a reasonable property right system and clarify the scope of ownership. 3) The resorts should construct a development model or platform which meets the interests of all stakeholders.

Key words: ethnic villages, tourism commercialization, commercialization perception, M-R Model, property right system, Guizhou