Rural Nostalgic Tourism Field:Structure,Operation And Experience

Since it was proposed in the communique of the Central Urbanization Work Conference in December 2013 that "let the city integrate into the nature,let the residents see mountain and water,and remember the nostalgia".This phrase has softened the hearts of people and aroused the emotional resonance of countless people.With the rapid development of economy and urbanization,people’s pace of life is speeding up,more and more urban residents are eager to leave the city,and some are forced by life.People living far away from home are eager to live far away into their hometown,and "nostalgia" becomes"pursuit".Nostalgia is the sad feeling of missing one’s hometown and the common emotion of mankind.The original countryside is an important carrier for modern people to experience "homesickness".The current upsurge of ancient towns,traditional villages or ancient streets is a concentrated reflection of modern people’s nostalgic experience.Under this background,nostalgia experience research has gradually become the hot spot of domestic academic research.This paper takes Dong Village in Zhaoxing,Guizhou Province as a case,takes travel notes as the research text,and adopts qualitative research method to discuss the nostalgic experience of tourists in the context of ethnic villages.First of all,through the review and in-depth interpretation of a large number of domestic and foreign nostalgia,nostalgia tourism and tourism related literature,combing and summarizing the main research directions and research contributions of scholars on nostalgia tourism and tourism field,trying to achieve two purposes.First,to lay a theoretical foundation for the exploration of several problem areas of this study;Second,it provides direction guidance for the innovation of this research.Secondly,the author collects travel notes through the network platform,takes the text of travel notes as research data,uses MAXQDA software to conduct qualitative analysis,and adopts the method of category analysis to code step by step.Finally,text analysis is carried out to get the internal driving force of rural nostalgia experience,spatial structure of rural nostalgia tourism field,tourists’ interpretation of the meaning of symbols of various elements in nostalgic atmosphere field,nostalgic triggers,mechanism of action of rural nostalgia tourism field and nostalgic experience,and corresponding research conclusions are reached.(1)Through qualitative analysis,and from the perspective of tourism subjects,the author finds that modern people choose rural tourism destinations mainly because of the escape psychology and the pursuit of authenticity caused by the changes brought about by modernity.(2)Through the coding step by step,the symbols of nostalgic elements captured by tourists during the tour of Zhaoxing Dong Village are diverse,and 96 symbols of elements that can better reflect the nostalgic atmosphere field are finally obtained.In order to further build nostalgia element dimensions,then determine the concept is what meaning,content and meaning close,will express the same primary codes to the same kind of subordinate form category,eventually formed the 14 categories,respectively is characteristic buildings,houses,ancient road,lane,labor scene,life scenes,local residents,traditional performing arts,local customs,festival rituals,terrestrial waters,natural landscape,topography,the traditional process,the local snacks.Finally,this paper continues to classify and integrate the codes,and constructs the relationship among the parts,thus forming 6 main categories,namely,ethnic architectural landscapes,rural life scene,unsophisticated local people,local inheritance,original natural environment and local products,completing the dimension construction of nostalgic elements.(3)From the perspective of semiotics,the symbolic meanings behind nostalgic elements are analyzed,so as to better understand the meaning production of tourists to these element symbols.While the open encoding of nostalgic elements,the symbols of nostalgic elements are also interpreted.The interpretation symbols of tourists are various,which can be summarized into 4 categories,namely object image,cultural atmosphere,attractive atmosphere and emotional orientation.(4)with the deepening of the tourist experience,the experience of tourists reaches its climax under the impetus of sensory participation,that is,the embodied behavior of the nostalgic behavior field.The text material is coded level by level,and according to the parts of sensory participation,,there are 6 categories:physical experience,auditory experience,olfactory experience,visual experience,gustatory experience,tactile experience.(5)The tourists in the nostalgic tourism field stimulation can cause the emotional response of tourists,by identifying the nostalgia of ethnic villages are typical elements,combined with various typical interaction in the nostalgic tourism field situation,the stimulation of nostalgia for travel information in the trigger tourists recognition,including:sense of historical s life scenes or events,local landscape or objects,traditional festival ceremony,evoking memories of sensory input,this true tourism exchanges.At the same time,the study found that tourists evoke nostalgic emotions through association,empathy and emotional transference under the action of nostalgic touch.(6)According to the above research conclusions,the nostalgia experience of tourists is extracted and summarized mainly through qualitative research,which is mainly explained and analyzed through reclusive experience,nostalgia experience,reflective experience and transformational experience.In this paper,when exploring nostalgic tourism experience,the concept of nostalgic tourism field is further explored to enrich the theoretical research of subordinate categories of tourism field.Secondly,the important triggers of nostalgia emotion are systematically summarized and sorted out,and the mechanism of the rural nostalgic tourism field is obtained,which can further supplement the research on the nostalgic tourism experience.Based on the study found that rural tourism destination management and developers can be targeted to nostalgia tourism market segment to carry out the accurate marketing work,not only focus on nostalgia symbol in the process of building,reflects on the development of rural tourism positioning,development train of thought of practical work,promote the construction of urbanization in rural culture keep,retain the parting of homesickness.