目的 旨在基于ZMET（Zaltman Metaphor Elicitation Technique）方法,系统探讨青唐城遗址的旅游形象设计策略。通过挖掘游客的隐性认知与情感需求,优化其文化吸引力与游客体验,推动文化遗产的活态传承。方法 结合实地调研、问卷调查与ZMET技术,提取游客对青唐城遗址感知的隐喻碎片,深入挖掘游客对青唐城的潜在认知和情感体验,构建“认知层-情感层-行为层”三维框架,识别出关键矛盾,将其进行设计转译,得出设计策略。结论 ZMET方法为文化遗产旅游形象设计提供了从“心智模型”到“设计转译”的系统路径。通过多维设计转译,本文提出了相应的旅游形象设计方案,以增强游客在遗址内的文化体验和参与感。
Abstract
The work aims to systematically explore the tourism image design strategy of the Qingtang City Site based on the ZMET (Zaltman Metaphor Elicitation Technique) methodology, to optimise its cultural attraction and tourists' experience by tapping into the implicit cognitive and emotional needs of tourists, and promote the living inheritance of cultural heritage. Combined with field research, questionnaire survey and ZMET technology, the metaphorical fragments of tourists' perception of Qingtang City were extracted, the potential cognition and emotional experience of tourists to Qingtang City were explored and a three-dimensional framework of "cognitive layer - emotional layer - behavioural layer" was constructed to identify the key contradictions, and translate them into a design to come up with a design strategy. The ZMET method provides a systematic path from "mental model" to "design translation" for cultural heritage tourism image design. Through multi-dimensional design translation, a corresponding tourism image design scheme is proposed, which is expected to enhance tourists' cultural experience and sense of participation in the heritage site.
关键词
ZMET方法 /
青唐城遗址 /
旅游形象设计
Key words
Zaltman Metaphor Elicitation Technique /
Qingtang City Site /
tourism image design
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基金
国家社科基金艺术学项目（21BG107）; 2023年度国家资助博士后研究人员计划（GZC20231512）; 中国博士后科学基金第75批面上项目（2024MD753950）; 2025年教育部人文社会科学研究一般项目（25XJC760009）; 陕西省2025年科技计划项目-软科学研究计划（2025KG-YBXM-075）
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