游客间的“道德式”凝视及其规训意义——基于网络博文的内容分析
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摘要
基于凝视理论视角,采用内容分析法,研究游客间的"道德式"凝视及其对中国游客不文明行为的规训意义。研究发现,旅游道德凝视依据当代中国社会所倡导和认可的旅游道德伦理规范,将"不文明旅游"识别出来,借助由数码相机、智能手机和互联网等构筑的公共话语平台,将"不文明旅游"暴露于网络社会及其他潜在旅游者的"凝视"之下,通过由"网络围观"所构筑的"监狱式网络空间"对之进行监控并规训其他潜在旅游者,其结果促进了新的规训技术和规训制度的社会生产。这种凝视是一种特殊的游客间凝视,具有符号性、不平等性以及自发性、民间性特点。研究是对凝视理论本土化的实证尝试,拓展了旅游凝视理论的维度和内涵,对规范和管理旅游不文明行为具有启示意义。
In the 21 st century, China has entered an era of mass tourism. With rapid growth of the domestic and outbound tourism markets, uncivil tourist behavior has also become conspicuous. China is not the first country to face this problem; some Americans abroad gained a poor reputation after World War II, Japanese in the 1970 s, and South Koreans in the 1990 s. Modern- day China now sees instances of tourists filming other tourists' uncivil behavior, and rapidly publicizing it online in blogs,microblogs, forums, and social networking services. This media quickly becomes a popular conversational topic among different groups, which leads to widespread discussion and reflection on Chinese tourists' behavior. From a perspective of sociologist John Urry's notion of"tourist gaze,"using content analysis, we study moral gaze among tourists and means of discipline for Chinese tourists' uncivil behavior. We find that the moral gaze of tourism, according to the promoted and recognized codes of ethics for tourism in contemporary Chinese society, recognizes"uncivil tourism". Spurred by public discourse platforms enabled by cameras, smart phones, and the Internet, this tourism is exposed to cyber- society and the gaze of other potential tourists. First, in analyzing photos, we find that the moral gaze is the process of symbol construction directed at the other tourists' uncivil behavior, which differs from John Urry's tourist gaze directed at a place, such as tourist destination. The moral gaze also differentiates four types of uncivil behavior: destroying cultural relics and historical sites, harming environmental health, ecological damage, and the damaging of public facilities. Second, from content analysis of textual online dialogue, we find the moral gaze mainly reflects a negative attitude toward the uncivil behavior, a discourse containing an unequal relationship of power/knowledge wherein the tourists who are gazing see themselves as morally superior to the uncivil tourists. Third, the moral gaze is not in pursuit of a pleasurable experience, but rather to differentiate and recognize the behavior,punish it through public opinion, and persuade a collective response toward it. Additionally, certain public policies and traditional moral regulations support the moral gaze, not in a systematic manner but through spontaneous human reaction. Moreover, through a prison- style/panoptic network space,"network onlookers"monitor and discipline other potential tourists to promote the societal production of new disciplinary techniques and systems. This is a special gaze between and among tourists, with symbolic, unequal, spontaneous, and local/nongovernmental characteristics. We attempt to localize gaze theory and extend the dimensions and implications of tourist gaze theory. We also offer some novel points of consideration and implications for regulating and managing uncivil tourist behavior.
In the 21 st century, China has entered an era of mass tourism. With rapid growth of the domestic and outbound tourism markets, uncivil tourist behavior has also become conspicuous. China is not the first country to face this problem; some Americans abroad gained a poor reputation after World War II, Japanese in the 1970 s, and South Koreans in the 1990 s. Modern- day China now sees instances of tourists filming other tourists' uncivil behavior, and rapidly publicizing it online in blogs,microblogs, forums, and social networking services. This media quickly becomes a popular conversational topic among different groups, which leads to widespread discussion and reflection on Chinese tourists' behavior. From a perspective of sociologist John Urry's notion of"tourist gaze,"using content analysis, we study moral gaze among tourists and means of discipline for Chinese tourists' uncivil behavior. We find that the moral gaze of tourism, according to the promoted and recognized codes of ethics for tourism in contemporary Chinese society, recognizes"uncivil tourism". Spurred by public discourse platforms enabled by cameras, smart phones, and the Internet, this tourism is exposed to cyber- society and the gaze of other potential tourists. First, in analyzing photos, we find that the moral gaze is the process of symbol construction directed at the other tourists' uncivil behavior, which differs from John Urry's tourist gaze directed at a place, such as tourist destination. The moral gaze also differentiates four types of uncivil behavior: destroying cultural relics and historical sites, harming environmental health, ecological damage, and the damaging of public facilities. Second, from content analysis of textual online dialogue, we find the moral gaze mainly reflects a negative attitude toward the uncivil behavior, a discourse containing an unequal relationship of power/knowledge wherein the tourists who are gazing see themselves as morally superior to the uncivil tourists. Third, the moral gaze is not in pursuit of a pleasurable experience, but rather to differentiate and recognize the behavior,punish it through public opinion, and persuade a collective response toward it. Additionally, certain public policies and traditional moral regulations support the moral gaze, not in a systematic manner but through spontaneous human reaction. Moreover, through a prison- style/panoptic network space,"network onlookers"monitor and discipline other potential tourists to promote the societal production of new disciplinary techniques and systems. This is a special gaze between and among tourists, with symbolic, unequal, spontaneous, and local/nongovernmental characteristics. We attempt to localize gaze theory and extend the dimensions and implications of tourist gaze theory. We also offer some novel points of consideration and implications for regulating and managing uncivil tourist behavior.
引文
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[2]Reisinger Y,Turner L.Cultural differences between Mandarinspeaking tourists and Australian hosts and their impact on crosscultural tourist-host interaction[J].Journal of Business Research,1998,42(2):175-187.
[3]Chan Y W.Coming of age of the Chinese tourists:The emergence of non-Western tourism and host-guest interaction[J].Tourist Studies,2006,6(3):187-213.
[4]Moufakkir O.The role of cultural distance in mediating the host gaze[J].Tourist Studies,2011,11(1):73-89.
[5]Loi K I,Pearce P L.Annoying tourist behaviours:Perspectives of hosts and tourists in Macao[J].Journal of China Tourism Research,2012,8(4):395-416.
[6]Loi K I,Pearce P L.Exploring perceived tensions arising from tourist behaviours in a Chinese context[J].Journal of Travel&Tourism Marketing,2015,(32):65-79.
[7]Pearce P L,Wu M Y.Entertaining international tourists:An empirical study of an iconic site in China[J].Journal of Hospitality&Tourism Research,2015.DOI:10.1177/1096348015598202.Retrieved fromhttp://jht.sagepub.com/content/early/2015/07/31/1096348015598202.abstract.
[8]Li Meng,He Chunping.The first exploration of tourist’s uncivilized travel behaviors[J].Beijing Second Foreign Language University Journal,2002,24(1):26-28.[李萌,何春萍.游客不文明旅游行为初探[J].北京第二外国语学院学报,2002,24(1):26-28.]
[9]Chen Shunming.Rethinking on great upsurge in out-bound travel:Starting from uncivilized behaviors of Chinese out-bound tourists[J].Resource Development&Market,2007,23(3):281-283.[陈顺明.出境旅游热的“冷”思考——从我国出境旅游者不文明行为谈起[J].资源开发与市场,2007,23(3):281-283.]
[10]Guo Lufang,Zhang Su.A study on outbound tourism ethics of Chinese citizens and“soft power”upgrade[J].Tourism Tribune,2008,23(12):18-22.[郭鲁芳,张素.中国公民出境旅游文明与软实力提升研究[J].旅游学刊,2008,23(12):18-22.]
[11]Liu Lili.The cultural analysis of the uncivilized behaviors and the cognition of the management strategy[J].Journal of Guilin Institute of Tourism,2007,18(5):662-665.[刘丽莉.出境游中不文明行为的内在文化机理分析及其管理策略的认知[J].桂林旅游高等专科学校学报,2007,18(5):662-665.]
[12]Jiang Xianxing.The outbound tourism of Chinese citizens viewed from social interaction rules and citizen quality improvement countermeasures:From“Civilized behaviors guidance for Chinese citizen outbound tourism”[J].SpecialZone Economy,2007,(7):156-158.[姜先行.从社会互动规则看中国公民的出境旅游及公民素质提升对策——从“中国公民出境旅游文明行为指南”说起[J].特区经济,2007,(7):156-158.]
[13]Qi Shanhong,Jiao Yan,Yang Zhonghong.The strategies of changing Chinese out-bound tourists’uncivilized behavior[J].Human Geography,2009,24(5):111-115.[齐善鸿,焦彦,杨钟红.我国出境旅游者不文明行为改变的策略研究[J].人文地理,2009,24(5):111-115.]
[14]Yu Jianhui,Zhang Jianhua.Study on the reason of the Chinese uncivilized behavior from economic perspective[J].East China Economic Management,2009,23(10):121-124.[余建辉,张健华.基于经济学视角的中国游客不文明行为探因[J].华东经济管理,2009,23(10):121-124.]
[15]Liu Danping.Tourist Gaze:An Indigenous Chinese Study[M].Tianjin:Nankai University Press,2008:22-43.[刘丹萍.旅游凝视:中国本土研究[M].天津:南开大学出版社,2008:22-43.]
[16]Zang Fengyu.On“the stare”at“knowledge-power”[J].Journal of Dalian University,2005,26(3):28-29.[臧峰宇.论“知识-权力”的“凝视”[J].大连大学学报,2005,26(3):28-29.]
[17]Urry J.The Tourist Gaze[M].Yang Hui,trans.Guilin:Guangxi Normal University Press,2009:1-5;192-208.[Urry J.游客凝视[M].杨慧,译.桂林:广西师范大学出版社,2009:1-5;192-208.]
[18]Maoz D.The mutual gaze[J].Annals of Tourism Research,2006,33(1):221-239.
[19]Gillespie A.Tourist photography and the reverse gaze[J].ETHOS,2006,34(3):343-366.
[20]Wu Maoying.Tourism gaze:A review and prospect[J].Tourism Tribune,2012,27(3):107-112.[吴茂英.旅游凝视:评述与展望[J].旅游学刊,2012,27(3):107-112.]
[21]Ryan C,Hughes K,Chirgwin S.The Gaze,spectacle and ecotourism[J].Annals of Tourism Research,2000,27(1):148-163.
[22]Pritchard A.Privileging the male gaze:Gender tourism landscapes[J].Annals of Tourism Research,2000,27(4):884-905.
[23]Mc Gregor A.Dynamic texts and tourist gaze:Death,bones and buffalo[J].Annals of Tourism Research,2000,27(1):27-50.
[24]Dong Guoan.The liberal sciences under power operation:The interpretation of Foucault from L’Amour du Regard[J].Studies in Dialectics of Nature,2003,19(7):93-94.[董国安.权力运作下的自由科学——《凝视之爱》对福柯的读解[J].自然辩证法研究,2003,19(7):93-94.]
[25]Holloway D,Green L,Holloway D.The intratourist gaze:Grey nomads and“other tourists”[J].Tourist Studies,2011,11(3):235-252.
[26]Chambers D.An agenda for cutting-edge research in tourism[A]//Tribe J,Airey D.Developments in Tourism Research[M].London:Elsevier Science Ltd,2007:233-245.
[27]Yagi C.How tourists see other tourists:Analysis of online travelogues[J].The Journal of Tourism Studies,2004,12(2):22-31.
[28]Sorensen A.Backpacker ethnography[J].Annals of Tourism Research,2003,30(4):847-867.
[29]Edensor T.Staging tourism:Tourists as performers[J].Annals of Tourism Research,2000,27(2):322-344.
[30]Chin L M C,Moore S A,Wallington T J,et al.Ecotourism in Bako National Park,Borneo:Visitors’perspectives on environmental impacts and their management[J].Journal of Sustainable Tourism,2000,8(1):20-35.
[31]Wu Maoying,Philip L P.Positive psychology and its applications in tourism studies[J].Tourism Tribune,2014,29(1):39-46.[吴茂英,Philip L.Pearce.积极心理学在旅游学研究中的应用[J].旅游学刊,2014,29(1):39-46.]
[32]Zhao Shuhong,Yin Songbo.Introduction to Tourism Ethics[M].Tianjin:Nankai University Press,2008:3.[赵书虹,尹松波.旅游伦理学概论[M].天津:南开大学出版社,2008:3.]
[33]World Tourism Organization.Global code of ethics for tourism[J].Zhang Guangrui,trans.Tourism Tribune,2000,15(3):71-74.[世界旅游组织.全球旅游伦理规范[J].张广瑞,译.旅游学刊,2000,15(3):71-74.]
[34]Xia Zancai.An introduction to tourism ethics concept and theoretical framework[J].Tourism Tribune,2003,18(2):30-34.[夏赞才.旅游伦理概念及理论架构引论[J].旅游学刊,2003,18(2):30-34.]
[35]Dai Guangquan,Chen Xin.An initial discussion about tourists’photographic psychology:Based on the content analysis of tourist photos[J].Tourism Tribune,2009,24(7):71-77.[戴光全,陈欣.旅游者摄影心理初探——基于旅游照片的内容分析[J].旅游学刊,2009,24(7):71-77.]
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