从构建主义看旅游-翻译.doc

To Better Understand CRM: A Literature Review“真实性”理论从旅游动机和旅游者认知角度对旅游吸引物进行理论阐释，是旅游研究的核心概念之一。在旅游界引起了热烈的讨论和广泛的争议。“Authenticity” theory physically demonstrates why tourism is attracted to tourists from their travelling motive and cognitive perspective. “Authenticity” theory is one of the core concepts and it lights up warm discussion and broaden arguments in tourism industry. “真实性”(Authenticity)一词源于希腊语，意思是“自己做的”、“最初的”。真实性概念最初用于描述博物馆的艺术展品，之后被借用到哲学领域的人类存在主义的研究中(Trilling，1972)。19世纪70年代，旅游者开始重视“真实性”的旅游体验，期望获得更真实、更深入的旅游体验， The word “Authenticity” originated from Greek, it means “do it yourself”, “the foremost”. The definition of authenticity was primordially used to describe the art works in museums, and then was utilized in the research of human existentialism in philosophy industry (Trilling，1972). Since 1970s, tourists began to focus on the “authenticity” travelling experience with the expectation of acquiring more authenticated and deepener travelling experience. 建构主义者认为世界是多彩的、多元的、弹性的(Wang，1999)。旅游场景并不是一种不动产，其真实性是观者赋予其上的一种价值评价。旅游客体被旅游者体验为真实时，并不是因为事实就是如此，而是被当作真实性的符号和象征(Culler，1981)，仅仅是象征意义上的真实(Symbolic Authenticity)。 Constructionists hold the opinion that the world is colorful, diversified and variable (Wang，1999). The travelling spots are not immovable properties; their authenticities are from the observers evaluation to them. When tourists authenticate the authenticity of the traveled objectives, it doesnt mean its the fact, instead, they are only regarded as the symbols and signs of authenticity, are merely Symbolic Authenticity.科恩(Cohen，1988)认为真实性是一个相对的、商榷的概念，并将成为旅游社会学、旅游人类学研究的核心。科恩以迪斯尼为例，解释了即使有些事物最初是不真实的或人工的，但随着时间的流逝慢慢会变成“自然而然的真实”。Cohen (1988) raised the opinion that authenticity is a relative and discussed definition; it will become the core of sociology and anthropology of the tourism industry. Cohen took the Disney Park as example to explain even some things are artificial or not real at the beginning, as time passed, they will gradually become “naturally true”. 32建构主义与客观主义的比较 科恩从景观的本质(Nature of Scene)和旅游者对景观的印象(Tourists Impression of Scene)二维角度出发，建立了旅游情形类型框架，为建构主义真实性与客观主义真实性的比较提供了研究基础。虽然科恩(1979)关于旅游情形的描述主要针对观光型旅游景观，在对其稍加改进后(见图1)，还是能比较清晰的看出建构主义真实性和客观主义真实性的区别。 3.2 Comparison between constructivism and objectivismCohen focused on the two-dimensional viewpoint - Nature of Scene and Tourists Impression of Scene and built up a module in kind of tour types, which offers a researching foundation on comparison of the authenticity of constructivism and the authenticity of objectivism. Though Cohen (1979) mainly focused on sightseeing scenes when describing the tour types, he later made an improvement for his module (Picture 1), thus, it could still relatively make clear the differences between the authenticity of constructivism and the authenticity of objectivism.在此图中，横轴表示旅游社区文化或景观的本质，纵轴表示旅游者对社区文化或景观的印象。两轴正方向表示真实，负方向表示舞台化，即不真实。第1、第象限反映的是真实的社区文化(后台)，是大部分旅游者所要寻求的东西。在第I象限中，文化是真实的，且比较合理的被展示，因此旅游者对文化的主观印象是真实的，旅游者得到积极的体验。In this picture, the lateral axis represents the essence of scenes or the culture of tourist area, the vertical axis represents the tourists impression on tourist culture or scenes. Quadrant I and quadrant reflect real culture of tourist (backstage) which are tourists seeking. In quadrant I, the culture is real and moreover has rationally been presented, therefore, tourists subjective impression to culture is real and they obtain satisfactory experience.在第象限中，由于各地舞台化特点的普遍和舞台化趋势的加剧，旅游者猜疑真实的文化，对原本真实的文化产生怀疑心理，把真实的文化当作非真实的文化，形成“舞台猜疑”，这是经营的失败。在第、第象限中，不同认知水平和知识结构的旅游者，对舞台化的文化有不同的认识，反映了建构主义真实性的观点。在第象限中，不真实的社区文化，通过旅游机构和组织的仿真性包装和舞台演出，旅游者无法分辨文化的舞台化本质，把它视为“真实的情形”加以接受。这种真实性在客观主义眼中，是一种“伪事件”，是具有超级谎言性质的“舞台真实”，但在建构主义者眼中，却是真实的，是经营的成功，尽管它在保护社区传统文化的同时，对旅游者理解社区文化可能起到了误导作用。In quadrant , due to the popularity of staging characteristics and intensification of staging orientation, tourists feel suspicious to the authenticity of culture and bear a suspicion psychology to the real culture. They look the real culture as unreal culture and form up “staging suspicion”. But this should be ascribed to operational failure. In quadrant and quadrant , since tourists have different cognitive level and knowledge structure, they will have distinct impression to staging culture. Thus, quadrant and reflect the viewpoint to of the authenticity of constructivism. In quadrant , unreal tourist culture was made up and presented artificially on stage by tourism institutions and organizations, tourists can not identify the staged essence of the culture and assume it as real. This kind of authenticity is a kind of “fake issue” and “super-lied staged authenticity” in the viewpoint of objectivism people. On the contrary, in the view of constructionists, it is real and symbolizes the success of operation, though tourists might be misled to understand the tourist area culture in the process of protecting its traditional tourist culture.不同的人对体验真实的感受也是不一样的。有的人认为不同模式的旅游，给游客带来不同的体验（Cohen1979，Redfoot，1984）。对于那些视旅游为玩乐，极易在旅游中得到满足的游客来说，真实性的问题根本不存在（Cohen1989）。Different people still have different feelings to a real thing. Some think that different kinds of travels will give different experience to tourists（Cohen1979，Redfoot，1984）. As for those who regard tourism as funs and will be very easily satisfied in the course of traveling, the question of authenticity absolutely doesnt occur （Cohen1989）. 在影响旅游动机的个人方面的因素中，一个人的个性心理特征起着重要的作用，不同个性心理特征的人有着不同的旅游动机，进而产生不同的旅游行为。在这一领域的研究中，美国的心理学家斯坦利帕洛格的研究较有代表性。Among the individual factors of affecting tourism motives, a mans individuality and psychological characteristics play an important role. People with different individuality and psychological characteristics have different tourism motives, thus, they will tend to have different tourism behaviors. In this researching field, the American psychologist Stanly Plogs research has a good representativeness.帕洛格以数千美国人为调查样本，对他们的个性心理特点进行了详细的研究，发现人们可以被分为如下五种心理类型，这五种心理类型分别被称为自我中心型( psychocentric) 、近自我中心型、中间型、多中心型( allocentric) 。自我中心型和多中心型代表处于两端的两种对立的性格。Stanley C. Plog used thousands of Americans as sample to launched a specific research on their individuality and psychological characteristics and found out that people can be divided into five kinds in psychology, which can be called as below: psychocentric, circa- psychocentric, centric and allocentric. Psychocentric and allocentric represent two absolutely opposite personalities. 心理类型属于自我中心型的人，其特点是思想谨小慎微，多忧多虑，不爱冒险。理想的旅游是一切都事先安排好的，比较欣赏团体旅游的方式：旅游的习惯做法是乘车到他所熟悉的旅游地。处于另一端的属多中心型心理类型的人，特点是思想开朗，兴趣广泛多变。喜欢到偏僻的，不为人知的旅游地体验全新的经历，喜欢飞往目的地。除了这两个极端类型外，中间型属于表现特点不明显的混合型，近自我中心型则分别属于两个极端类型和中间型中略倾向于各极端特点的过度类型。