谢宇为　林慧娟　肖楚晗　黄莉　袁莹　李霄鹤

摘要：基于网络照片共享平台，通过GooSeeker爬取靖港古镇旅游照片作为研究数据，应用NVivo11.0和Ucinet6软件，采用内容分析法、社会网络分析法、聚类分析法，结合扎根理论、旅游凝视等理论分析游客对于靖港古镇的景观关注度。研究结果显示：靖港古镇物质文化景观与非物质文化景观关系处于破裂与失衡状态，游客与靖港古镇仍处于单向凝视关系，因此对古镇景观规划提出以下建议：①打造古镇名片，发展古镇特色;②增强游客体验，创造文化氛围;③规划景观布局，丰富旅游产品。

关键词：旅游凝视;景观关注度;旅游照片;文化景观;靖港古镇

中图分类号：F59文献标识码：A文章编号：1004-3020（2022）02-0037-06

Research on Landscape Attention of Ancient Towns Based on Tourism Gaze：

A Case of Jinggang Ancient TownXie Yuwei Lin Huijuan Xiao Chuhan Huang  Li Yuan Yin Li Xiaohe

Abstract：Based on the online photo sharing platform，the tourism photos of Jinggang Ancient Town were crawled by GooSeeker as the research data. The NVivo 11.0 and Ucinet 6 software were used to analyze the tourists’ attention to the landscape of Jinggang Ancient Town by content analysis，social network analysis and cluster analysis，combined with grounded theory and tourism gaze theory. The results showed  that the relationship between the material cultural landscape and the nonmaterial cultural landscape of Jinggang ancient town was  in a state of rupture and imbalance，and tourists and Jinggang ancient town were still in a oneway gaze relationship. Therefore，the following suggestions are put forward for the landscape planning of ancient town. ① To create the name card of ancient town and develop the characteristics of ancient town. ② Enhancing tourist experience and creating cultural atmosphere. ③ Planning landscape layout and enriching tourism products.

Key words：tourism gaze;landscape attention;travel photos;cultural landscape Jinggang ancient town

历史文化古镇经历了千百年文化与历史的洗礼，是富有地域乡土特色与人文生态的活化石[1]。在新时代乡村振兴战略背景下，古镇的旅游开发与文化保护有利于促进古镇基础设施建设，提升古镇经济效益，对美丽中国建设形成强有力的支撑。近年来随着古镇经济、文化建设事业的快速发展，古镇旅游逐渐被大众所认同;为了迎合大众旅游喜好，商业化的打造模式使得众多古镇千城一面，如何凸显古镇特色，协调古镇保护与旅游开发之间的矛盾成为当下亟须解决的问题。“旅游凝视”学说由英国社会学家厄里首次提出[2]，随着研究推进与实践探索总结，旅游学科研究逐渐将凝视理论作为重要的理论分析工具[3]，一些学者将凝视理论深度发展，将其广泛应用于旅游凝视行为、旅游地文化变迁、主客关系、旅游形象等研究中[45]。……