乡村性和乡村旅游吸引力：基于游客感知视角的要素结构辨识和认知机制解析

在旅游研究领域中，乡村性被普遍认为是乡村旅游的核心吸引力。然而，现有研究基本没有从游客感知视角对乡村性要素结构进行辨识，未能展现游客对乡村旅游吸引力的认知逻辑，也无法体现乡村性和乡村旅游吸引力之间的关系。因此，在游客感知视角下，使用VEP和半结构访谈相结合的质性研究方法，对受访者提供的乡村照片以及相对应的访谈内容进行编码归纳。研究发现：1）乡村性要素可依据游客视觉、听觉、触觉、味-嗅觉和定位系统构建乡村性结构，并可从中归纳出“本底乡村性”和“植入乡村性”两种类型。2）在乡村旅游的过程中，游客在个人主观层面存在“核心—边缘”结构的感知特征，其中“核心乡村性”和“边缘乡村性”两者之间界限模糊，且存在相互转换的可能。3）在游客感知视角下，乡村性和乡村旅游吸引力之间存在“感知系统—乡村性要素—乡村性景观—乡村旅游吸引力”为逻辑主线的认知机制，认为乡村旅游吸引力虽然可以以本底乡村性构成的本底性景观为基础，但同时也是一个复合的结构，由本底乡村性、植入乡村性组合而成的本底性、植入性和融合性景观综合构成，其中尤其不能忽略融合性景观对乡村旅游吸引力的营造作用。

Rurality and Rural Tourism Attraction: Element Structure Identification and Cognitive Mechanism Analysis Based on Tourists' Perception

With the development of the economy and the improvement in quality of life, the need for leisure tourism is increasing. Rural tourism, which can fulfil people's need to stay away from the city and pursue leisure, has been favored in recent years. From the perspective of tourists and the market, it is precisely owing to the unique characteristics of rural areas, formally called rurality, that people's psychological needs for rural tourism are met. Many scholars at home and abroad believe that rurality, which differs from the city lifestyle, and originated in the countryside, is the core attraction of rural tourism. However, most studies on rurality are concentrated in the field of geography, and relevant scholars have attempted to set up a scale to evaluate rurality or use social semiotics to interpret the connotation of rurality. However, extant research is still unable to identify the elements and structure of rurality from the perspective of tourists' perception, failing to show tourists' cognitive logic in the rural tourism experience or reflect the relationship between rurality and rural tourism attraction. To solve these problems, this study utilizes the qualitative research method combining visitor employed photography with semi-structured interviews, based on the five sensory perceptual systems proposed by Gibson (including the visual, auditory, tactile, taste-smell, and basic orienting systems). A total of 202 rural pictures and corresponding interview texts provided by 20 interviewees were coded to identify the elements and structure of rurality and illustrate the cognitive mechanism of rural tourism attraction from the perspective of tourists' perception. The main conclusions are summarized as follows. (1) First, as per tourists' perception, the rurality structure contains 234 elements and 42 categories, and further summarized into two core dimensions: basic rurality and implanted rurality. (2) Second, in the process of rural tourism, tourists rank rurality elements according to their attractiveness intensity, showing the "core-marginal" perception characteristic of their personal subjective level. Notably, the boundary between core rurality and marginal rurality is blurred, and the possibility of mutual conversion exists. (3) Third, the cognitive mechanism of rural tourism attraction from the perspective of tourists' perception follows the logical development of "Perceptual system—Rurality elements—Rurality landscape—Rural tourism attraction." Under the guidance of these logical clues, the study finds that although rural tourism attraction can be based on a basic landscape, it is also a composite structure, composed of basic, implanted, and integrative landscapes. The core attraction is mostly exerted by the integrative landscape. Overall, the study reveals the elements and structure of rurality from the perspective of tourists' perceptions in the tourism context and analyzes the cognitive mechanism of rural tourism attraction. The research expands and enriches the study of rurality, especially in the field of tourism. Moreover, it plays a guiding role in the development of rural tourism destinations and suggests that rural tourism developers take active steps to create integrative landscapes for tourists.