海岛民宿聚落地方意象系统建构研究——基于厦门鼓浪屿的扎根理论分析

民宿聚落地方意象反映了旅游者对民宿聚落地方性的总体认识。遵照消费者对地方性“期望-体验-感知-心象”意象系统的建构逻辑，本研究以厦门鼓浪屿为研究案例地，从民宿消费网络评论、游记等文本中提取关于地方性的内容，结合深度访谈资料，分析海岛民宿聚落地方意象系统的建构过程与内在机理。研究表明：海岛民宿聚落地方意象系统的建构贯穿消费者进入民宿聚落消费前的地方期望、消费中的地方体验与消费后的行为意愿全过程，消费者情感因其消费阶段的不同，呈现积极情感、中性情感和消极情感的不同变化。消费者经历地方期望和地方体验之后形成对民宿聚落的综合性地方感知，再经主观逻辑演进为三大民宿聚落心象系统。本研究基于区域整体性和地方性视野，探讨民宿聚落消费的地方意义，对于海岛民宿聚落的高质量发展、消费者个性化体验增强和地方文化的传承发展具有参考意义。

Research on the place image system construction of island homestay settlement: A grounded theoretical analysis of Gulangyu Island in Xiamen

The place image of homestay settlement reflects tourists’ general understanding of the placeness of the specific area. Following the image system construction logic of “expectation-experience-perception-mental image” in island homestay settlement, this paper aims to analyze the construction process and internal mechanism of lace image system, based on the internet comments, travel notes and the interviews. The results of the study show that the construction of the image of the island homestay settlement is a process from consumers’ place expectations before the consumption, the place experience during the consumption, and the behavioral intentions after the consumption, in which the emotions of consumers vary from the different consuming stages ranging from positive, neutral to negative. A comprehensive understanding of the place formed through the local expectations and local experience, consequently the three mental images of homestay settlement emerge with the subjective logic analysis. From the perspective of region integrity and placeness, the study explores the significance of consuming homestay settlement, which is of great significance to the qualified development of island homestay settlements, the enhancement of consumers’ lodging experience, and the inheritance and development of local culture.