中西生态旅游解说系统差异化研究进展及本土化路径

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。

Research progress of differences in ecotourism interpretation between China and Western countries and localization of interpretation

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.