中西生态旅游解说系统差异化研究进展及本土化路径

doi:10.18306/dlkxjz.2016.06.003

摘要/Abstract

摘要：

解说是生态旅游实现其环境教育责任的重要手段,在西方其研究和行业发展已积累了大量成功的理论和实践经验。本文从解说方程式中资源、受众和媒介3个关键要素入手,依据地域分异规律、生态学原理、地理环境决定论等理论,梳理中西方解说系统差异的根源所在。结果发现：西方受“人地分立”价值取向的影响,保持着生态旅游的“纯自然性”,西方的海洋外向型思维延续了注重空间拓展、关注自然客体奥秘的传统,媒介设计鼓励多方利益相关者参与,强调长期公益性;中国人受“天人合一”的审美价值的影响,接受生态旅游自然与人文资源的结合,大陆内向型思维形成了求稳好静的性格,探索未知事物的兴趣较弱,媒介的物造形式胜过内容要求,短期功利性突出。最后,本文提出中国生态旅游解说本土化路径,包括确定可行的解说目标、挖掘双重价值的资源、定位受众特征与类型、标准化规范引导媒介设计等。

关键词: 生态旅游, 解说系统, 差异化, 本土化, 研究进展

Abstract:

Interpretation is an important means to fulfill the requirement of environmental education in ecotourism. There have been a large number of theories and successful practical experiences in the research and industry development of interpretation in the Western societies. Based on three key elements of interpretation—resources, audience, and media—and in accordance with the regional differentiation rules, principles of ecology, and environmental determinism theory, this article analyzes the causes of ecotourism interpretation differences between China and Western countries. The results showed that: influenced by the value orientation of separating humans and nature, the Western conception tried to keep the “pure nature” characteristics in ecotourism. The marine culture resulted in the Western tradition of spatial expansion and mysteries of nature, and the media design highlighted the importance of benefiting the public in the long-run and encouraged the participation of various stakeholders. The traditional Chinese aesthetic values embraced man as an integral part of nature and harmony between man and nature, and thus the Chinese welcomed the combination of natural and cultural resources in ecotourism. The agrarian tradition resulted in the stable and quiet personality of the Chinese people, who often lack interest in exploring the unknown. Requirement on the forms exceeded that on the contents concerning the media design, and more focus was placed on the short-term benefits. The article proposes the ways to localize ecotourism interpretation in China, including identifying feasible objectives of ecotourism interpretation, tapping those resources with dual values, locating the characteristics and types of the audience, regulating and standardizing the media design, among others.

Key words: ecotourism, interpretation, difference, localization, research progress

赵敏燕, 叶文, 董锁成, 李宇, 郭海健. 中西生态旅游解说系统差异化研究进展及本土化路径[J]. 地理科学进展, 2016, 35(6): 691-701.

Minyan ZHAO, Wen YE, Suocheng DONG, Yu LI, Haijian GUO. Research progress of differences in ecotourism interpretation between China and Western countries and localization of interpretation[J]. PROGRESS IN GEOGRAPHY, 2016, 35(6): 691-701.

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书目	作者	年份
The nature center book: How to create and nurture a nature center in your community	Evans B, Evans C C	2004
Management of interpretive sites: Developing sustainable operations through effective leadership	Merriman T, Brochu L	2005
The history of heritage interpretation	Merriman T, Brochu L	2006
Interpretive writing	Leftridge A	2006
Applied interpretation: Putting research into practice	Knapp D	2007
Interpretation by design: Graphic design basics for heritage interpreters	Caputo P, Lewis S, Brochu L	2008
Personal interpretation: Connecting your audience to heritage resources	Brochu L, Merriman T	2008
Putting interpretation on the map (eBook)	Bailey H	2009
Interpretive solutions: Harnessing the power of interpretation to help resolve critical resource issues (eBook)	Whatley M E	2010
Interpretive perspectives: A collection of essays on interpreting nature and culture (eBook)	Beck L, Cable T T	2010
Establishing a nature-based preschool (eBook)	Larimore R	2011
Meaningful interpretation	Larsen D	2011
Interpretive planning: The 5-M model for successful planning projects (second edition)	Brochu L	2013
Interpretation-making a difference on purpose	Ham S H	2013

书目	作者/译者	年份
旅游景区解说系统规划与设计	张立明	2006
旅游解说系统构建的理论与实践	明庆忠	2007
旅游解说总体规划	Veverka J A, 著; 郭毓洁, 吴必虎, 于萍, 译	2008
旅游解说规划	钟永德, 罗芬	2008
旅游景区旅游解说系统评价研究	郭剑英	2011
自然保护区环境解说系统的构建与实证研究	张建萍	2012
森林公园生态文化解说: 基于花岩国家森林公园实践	李健, 罗芬	2013
解说人员指导手册: 环境解说设计和展示技巧	Regnier K, Gross M, Zimmerman R, 著; 赵金凌, 张岚, 译	2013
解说系统规划: 从理论到实践	王西敏	2013
自然与文化资源解说	Knudson D M, Cable T T, Beck L, 著; 蔚东英, 译	2014

文献	解说资源	解说受众	解说媒介	解说信息	管理机构
Ham(1994)	■	■	■	-	-
Veverka (1994)	-	■为了谁	■如何、何时、何地	■做什么	-
Cho(2005)	■	■利益相关者		-	■
罗芬等(2005)	■	■	■技术	-	-
张立明等(2006)	■	■	■解说员解说设施	-	-
刘艳等(2010)	■	■	-	-	-
张建萍等(2010)	-	■	■	-	-
郭剑英(2011)	-	■	■解说员解说设施	■	■
王婧等(2015)	■	■	■	-	-
郭海健等(2015)	■	■	■	-	■

项目	西方	中国
设计目的	教育功能、娱乐功能	景区申报、评选、名衔
设计依据	相关条例,如美国、加拿大	行业准则或评审项目标准
参与主体	多方利益相关者参与,如管理部门、资源专家、设计公司、当地社区、解说员代表、游客代表	管理部门、设计制作公司
媒介选择	自导式和向导式相结合, 注重多样性、趣味性、互动性	偏重向导式,较忽视自导式
设计重点	解说目标、解说主题和解说内容,追求负责任的环保行为	侧重物化造型的艺术感,对解说内容的选定无明确要求
主要内容	内容宽泛,自然环境解说,涉及自然现象过程与成因、野生动植物习性、当地民风名俗、管理理念与发展历程	注重交通与行为指引作用,指引性和警示性偏多;偏重景区历史人文内容,以人文知识和当地特色为主

解说媒介	具体要求
游客中心	位置;标识醒目;造型、色彩、外观与景观协调性;规模;设施与服务
标识系统	设置;布局;设计制作;维护;中英文对照
宣教资料	正式出版;导游图;明信片;画册;音像制品;研究论著;科普读物
公共信息图形符号	位置与数量;图形符号设计;视觉效果;维护保养
门票	设计制作精美;有突出特色;背面有游览简图;咨询、投诉、紧急救援电话
导游服务	人员数量;导游语种;高级导游员或讲解员;设语音导游;导游词科学准确、有文采;导游效果有针对性、个性化