中国当代乡村旅游根性诉求及其表达的异化

乡村旅游的本质实是乡土–人性结构的回归与重建。乡村旅游根性诉求的历史基础为人的亲土习性与心理结构、人对乡土的心理认同与回归诉求、乡村审美的历史传统与中国人的田园精神;其社会背景则包括现代生产与人性异化、全球化文化冲突与民族社会身份认同危机、城市化进程中的新农村建设与时空危机紧张。但是,多媒体“伪乡村”的旅游形象建构导致了乡村从生产性到消费性的转换、乡村旅游根性诉求的异化与“伪乡村旅游”意识形态的形成。然而人们对乡村根性价值仍表现出极为珍视的信念,乡村旅游需要在传统回归中逐步实现乡村与人性的文化救赎。

Fundamental demand and its expression alienation of Chinese contemporary rural tourism

The essence of rural tourism is a regression and reconstruction of the structure of country-humanity, whose fundamental demand is based historically on people＇s nostalgic trend and psychological structure, psychological identity and regression demand to native culture, rural aesthetic tradition and Chinese rural spirit. Its social background includes modem production and alienation of human nature, global cultural conflict and national social identity crisis, the new rural construction and space-time crisis-tension in urbanization process. A multimedia image construction of “pseudo rural tourism” caused the conversion of country＇s economy from productive to consumptive type, the alienation of rural tourism demand and “pseudo rural tourism” ideology. But facts show that people still show the most cherished beliefs to the rural value, and rural tourism is in urgent need of realizing the cultural salvation of country and human nature in the traditional regression gradually.