游客感知视角下的乡村性：以世界遗产地宏村为例

Rurality from the Perspective of Tourist Per-ception: Taking Hongcun, a World Heritage Site as an Example

摘要: 越来越多的都市游客首选古村作为旅游目的地，通过乡村旅游来缓解身心压力、获得精神愉悦。乡村性是乡村旅游的核心要素和游客的本质需求，游客眼中的乡村性评价逐渐成为研究热点之一。基于游客感知视角，运用携程网上世界遗产地宏村的评论内容，发现游客眼中的乡村性主要分为乡村风貌、乡村文化两个大类共5个小类，游客整体满意度较高。应积极挖掘乡村资源与文化内涵，营造富有乡情的人文环境，创新乡村性特色旅游产品，打造乡村性浓郁的旅游氛围，不断提升村落乡村性水平，增强游客吸引力。

Abstract: More and more urban tourists choose ancient villages as their tourist destinations, and they can relieve physical and mental stress and obtain spiritual pleasure through rural tourism. Rurality is the core element of rural tourism and the essential needs of tourists, and the evaluation of rurality in the eyes of tourists has gradually become one of the research hotspots. Based on the perspective of tourists’ perception, using the review content of Hongcun, a world heritage site on Ctrip.com, it is found that the rurality in the eyes of tourists is mainly divided into five sub-categories: Rural style and rural culture. The overall satisfaction of tourists is relatively high. We should actively explore rural resources and cultural connotations, create a humanistic environment full of nostalgia, innovate tourism products with rural characteristics, create a strong rural tourism atmosphere, continuously improve the level of villages and rural areas, and enhance the attractiveness of tourists.