晚明的旅遊活動與消費文化―以江南為討論中心

本文主要目的是探討晚明旅遊活動與消费文化的特點。首先，我們可以看到晚明的旅遊活動呈现高度的商品化與市场化的倾向，這可以從旅遊相關書籍的刊行、旅遊交通與食宿的商品化、導遊以及套装行程的出现等现象反映出来。其次，晚明旅遊風氣的興盛已经從階蔓延到社會大衆，由此可见旅遊活動的普及性。此外晚明的旅遊活動强调的是舒適性與娱樂性，這可以說是另一個特點。再者，晚明興盛的旅遊消费算不算是過度的奢侈浪费，一度為人們争論的議题。然而也在此時有人由旅遊消费出發，重新檢討傅统奢侈的经濟觀念，正视旅遊消费所带来的正面作用。晚明出现許多旅遊論述如「雅俗」、「遊道」、「遊具」等等，有許多是士人階屠所創發，特别是以文學著名的文士；在這些旅洲論述中反映了他們将旅遊舆身分地位聊繁在一起，並且拯力想塑造新的旅遊品味，以區分其舆大衆旅遊不同的心態。在结論中，筆者将晚明的旅遊舆同時期西歐的旅遊活動略作比较，以重新定位中國的旅遊文化在曆史上的地位。從前述的比较舆分析可知，就旅遊案(tourism)舆消费社會(consumer society)在前现代發展而言，中國寶不亞於西歐。而且晚明的旅遊消费文化的確在相當程度上，舆现代性的消费文化特點是相吻合的。

關鍵字

旅遊；晚明；消费；風氣；品味；现代性

並列摘要

This paper investigates the development of travel and the consumer culture that surrounded it in the late Ming period. By this time, travel had become commercialized and market-oriented, as seen in the increasing composition and publication of travel books, new modes of transportation, and the thriving business of providing lodgings. Tourist guides and package tours demonstrate that travel became a new fashion that was widespread not only among upper and lower gentry, but also included travel for pleasure by commoners. Moreover, travelers placed great emphasis on comfort, which thus also marks a distinguishing feature of travel during late Ming. The new fashion for travel gave rise to an important debate. Although some gentry criticized it as a wasteful and decadent form of consumption, others noted its useful economic effects. The final section of this paper explores the mentalities of the late-Ming gentry through an examination of their discourse about travel. Some gentry clearly associated travel with social status, and sought to define new tastes in travel that would distinguish their travel culture from that of commoners. Taken as a whole, this paper suggests that the tourism specifically and a consumer society more broadly developed in China at least as early as in Western Europe, if not earlier. Furthermore, some features of the consumer culture of travel during late Ming indeed corresponded to the characteristics of consumer culture commonly associated with ”modernity.”