凝視創意觀光下的禪主題小鎮－以無錫靈山小鎮．拈花灣為例

Gazing Zen-themed town in the context of creative tourism: A case study of Lingshan town

潘彥博(Yan-Bo Pan)

指導教授 ： 蔡蕙如

淡江大學/文學院/大眾傳播學系碩士班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00504

摘要

中國無錫的靈山小鎮．拈花灣靠近靈山大佛，是靈山集團通過創新現有的佛教文化資源，在2015年打造完成的中國首個以禪文化為主題的小鎮。近年來已經發展成爲無錫市著名的觀光景點，尤其引起中國都市中產階級的興趣。至此，本研究希望以拈花灣小鎮為個案，從創意觀光、觀光凝視、消費文化等相關理論出發，採取文獻資料分析法、參與觀察法、文本分析法和深度訪談法並行的研究方法，探究拈花灣小鎮帶動的新興觀光現象。研究分爲三個部分：首先，討論在創意觀光的背景下，以禪文化為主題的小鎮如何建構而成；接著，分析觀光客的凝視和創意實踐爲何；最後，探討觀光客透過觀光產品的消費，體現的品味爲何。
研究結果顯示：第一，靈山大佛的佛教文化和無錫其他地方文化是拈花灣小鎮發展創意觀光的文化基石，在此基礎上，運用了創意奇觀、創意空間和創意觀光活動三個層次的創意運作模式。與此同時，創意觀光的發展對參與其中的觀光客也是一種新的挑戰。第二，官方媒介為目的地建構了「民族文化」的凝視視角，而觀光客在實際造訪後經由「對比凝視」，還建立了「異國情調」的凝視視角；雖然拈花灣小鎮是一個人造的小鎮，但觀光客仍具有追求真實性的動機，只不過他們更加在意當下的感官體驗和內心情感是否真實。第三，觀光客經由禪意化消費展現出對高雅文化品味和時尚流行品味的追求，而禪意化消費背後離不開觀光媒介建構的一種中產階級嚮往的生活。

關鍵字

創意觀光 ； 觀光凝視 ； 消費文化 ； 媒介 ； 禪

並列摘要

Lingshan Town．Nianhuawan is a town in Wuxi, which close to the Lingshan Giant Buddha. It is the first Zen-themed town in China developed by Lingshan Group in 2015 through innovation from existing Buddhist cultural resources.It has grown as a famous tourist attraction in Wuxi and particularly attracted the interest of the middle-class in China. So far, this research hopes to take Nianhuawan town as a case, starting from the relevant theories of creative tourism, tourist gaze, and consumer culture. It will combine the research methods of document analysis, participant observation, textual analysis, and in-depth interview to explore emerging tourism phenomena driven by Nianhuawan town.The research would be divided into three parts: first, discuss how the Zen-themed tourist town was constructed in the context of creative tourism; second, analyze the practical travel experience of tourists; finally, study the consumption of tourists through tourism products, and what taste is embodied.
The research results showed that: At first, the Buddhist culture of the Lingshan Giant Buddha and other local cultures in Wuxi are the cultural cornerstones for the development of creative tourism in Nianhuawan Town. On this basis, Nianhuawan Town utilized creative spectacles, creative space, and creative tourism as three basic types of creative tourism experience.At the same time, the development of creative tourism posed a new challenge to the tourists participating in it. Second, the official media has provided a gaze perspective of “national culture” for the target, and tourists have also established an “exotic”gaze perspective through “contrastive gaze” after the actual visit; although Nianhuawan is an artificial town made by people, and tourists still have the motivation to pursue the authenticity of sightseeing, yet they are more concerned about the sensory experience and inner emotions at present. Third, through Zen consumption, tourists displayed their pursuit of elegant cultural and fashion taste, and Zen consumption is inseparable from a kind of middle-class life constructed by the tourism media.

並列關鍵字

creative tourism ； tourist gaze ； consumer culture ； media ； zen

參考文獻

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