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

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。

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

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.