孙明慧　陈少华

[摘 要] 近年来，随着乡村振兴战略的推进，我国一些风光秀丽的乡村陆续出现了以旅游为导向的乡村书店。这些乡村书店在乡村振兴中表现积极，不仅带动了乡村旅游的发展，还将一部分城市文明和优质资源带到乡村，为实体书店行业的转型探索新的发展路径。本文以先锋书店旗下四家乡村书店为例，立足文化旅游视野，围绕文化旅游活动的主体—旅游者对乡村书店的旅游体验感知展开研究，探究旅游者对此类乡村书店的形象感知，通过游客对乡村书店认知形象和情感形象的感知分析，梳理乡村书店的形象主题特征并构建影响旅游者产生负面情感体验因素的模型，分析乡村书店经营发展中存在的问题，从经营者和政府两个层面提出启示和建议。

[关键词] 文化旅游 乡村书店 游客体验 形象感知

[中图分类号] G231[文献标识码] A[文章编号] 1009-5853 （2021） 02-0066-13

Perception Analysis of Rural Bookstores Based on Internet Reviews from the Perspec-tive of Cultural Tourism：Take Xianfeng Bookstore （rural store） as an Example

Sun Minghui Chen Shaohua

（School of Journalism and Information Communication， Huazhong University of Science and Technology， Wuhan， 430074）

[Abstract] In recent years， with the advancement of the rural revitalization strategy， tourism-oriented rural bookstores have appeared one after another in some beautiful rural areas in my country. These rural bookstores have been active in rural revitalization， not only spurring the development of rural tourism， but also bringing part of urban civilization and high-quality resources to the countryside， exploring a new development path for the transformation of the physical bookstore industry. This article takes four rural bookstores under Xianfeng Bookstore as an example， based on the perspective of cultural tourism activities， and focuses on the subject of cultural tourism activities-tourists perception of rural bookstores， and explores tourists perception of the image of such rural bookstores. Tourists perception of the cognitive image and emotional image of rural bookstores is analyzed， the image theme features of rural bookstores are integrated， and a model of factors that affect tourists negative emotional experience is constructed. The problems existing in the development of rural bookstores are summarized. From the perspective of operators and the government provide enlightenment and suggestions at all levels.

[Key words] Cultural tourism Rural bookstore Tourist experience Image perception

在乡村旅游和乡村文化振兴发展过程中，旅游导向型乡村书店作为实体书店行业的新业态，在乡村地区落成与发展过程中，不仅以一种最温和的“文化下乡”形式实现城市文明对乡村的反哺，还创造性地解决了一直以来农村地区出版物发行网点建设发展难的问题。这类乡村书店依托当地的自然、文化旅游资源和自身影响力吸引游客，实现自身的生存发展，并以此为优势成为目前我国乡村书店的主要存在形式。

以先锋乡村书店为例，如今很多开在乡村的书店不仅具备文化服务功能，还创造性地以全新的文化空间带给游客和村民別致的体验。……