阿多诺大众文化批判理论视角下旅游同质化现象研究

A Study of Tourism Homogenization Phenomenon from the Perspective of Adorno’s Theory of Mass Culture Criticism

摘要: 当前文旅产业的繁荣背后，同质化现象日渐凸显，主要表现为各地所提供的产品与服务日趋标准化，逐渐消解了文化应有的独特个性。阿多诺指出真正的文化具有否定和超越现实的力量，此种力量亦是旅游文化魅力所在。本文基于阿多诺的文化工业理论，对日益严重的旅游同质化现象展开分析，进而提出旅游同质化现象与文化工业理论具有一定的同构性。从阿多诺所揭示的文化工业特征——商品化、标准化与非理性化出发，透视出旅游同质化现象的重要特点及启示。

Abstract: Behind the current prosperity of the cultural and tourism industry, the phenomenon of homogenization is becoming increasingly prominent. It is mainly manifested in the gradual standardization of the products and services offered by different places, which in turn increasingly erodes the unique individuality that culture should possess. Adorno pointed out that genuine culture has the power to negate and transcend reality, and this power is also what gives tourism culture its charm. Based on Adorno’s theory of the culture industry, this paper analyzes the increasingly serious phenomenon of tourism homogenization and further argues that tourism homogenization and the theory of the culture industry have a certain isomorphic relationship. Starting from the characteristics of the culture industry revealed by Adorno—commodification, standardization, and irrationalization—this paper sheds light on the important features and implications of tourism homogenization.