场景理论下怀旧消费空间的建构与感知研究——以“长沙超级文和友”为例

doi:10.3969/j.issn.1004-9479.2023.10.2021650

摘要/Abstract

摘要：

随地理学“文化转向”“情感转向”的推进，更多学者开始关注城市消费空间中的消费者情感、认同、价值和意义表征等议题。基于新文化地理学视角和场景理论，以超级文和友怀旧消费空间为例，采用质性研究方法探究经营者的建构策略和消费者的空间感知。研究表明：①超级文和友空间的经营者力图构建“老长沙”室内布景，围绕场景三要素“地点、文化形式、人”塑造差异化建筑与空间。消费大众具有怀旧心理，在超级文和友内通过消费活动来实现身份证明和自我建构，其消费侧重于关注超级文和友空间的符号价值。②超级文和友构筑的传统街巷景象吸引巨大的流量，彰显了个体对于城市化过程中部分空间更新与置换的“反抗”以及对以往生活方式与消费场所的怀旧之情。③超级文和友布置的怀旧场景一定程度上削弱了历史空间的原真性，以单一的新型消费方式取代了过去传统街巷中原本多元的社区生活方式，导致该消费空间有可能沦为只是具有部分地方性特征的商品。

关键词: 场景理论, 消费空间, 空间建构, 空间感知, 超级文和友

Abstract:

With the advancement of the "cultural turn""emotional turn"of geography and the influence of modernity, more scholars have begun to pay attention to topics such as consumer emotion, identity, value and meaning representation in the urban cultural consumption space. Changsha Super Wenheyou, as an urban cultural consumption place, is a typical nostalgic cultural consumption space. Based on the perspective of scene theory, we take Super Wenheyou as an example, and use qualitative research such as participatory observation, interview, and text analysis method to explore the construction strategy of operators and the spatial perception of consumers. The research shows: ①The operators of Super Wenheyou Space are trying to construct the original scenery of "Old Changsha", and create differentiated buildings and spaces around the three elements of the scene: "location, cultural form (activity), and people". Consumers have a nostalgic psychology and realize identity certification and self-construction through consumption activities in Super Wenheyou, and their consumption focuses on the symbolic value of Super Wenheyou space.②Traditional streets built by Super Wenheyou attract huge traffic, highlighting the individual's "resistance" to the renewal and replacement of some spaces in the process of urbanization, as well as the nostalgia for past lifestyles and places of consumption.③The nostalgic scenes arranged by Super Wenheyou have weakened the authenticity of the historical space to a certain extent, and replaced the original diverse community lifestyles in the traditional streets and lanes with a single new consumption method, resulting in the possibility that the consumption space may be reduced to just having some products with local characteristics.

Key words: scene theory, consumption space, spatial construction, spatial perception, super Wenheyou

贺小荣, 徐海超, 任迪川, 秦俊娜, 张明雪. 场景理论下怀旧消费空间的建构与感知研究——以“长沙超级文和友”为例[J]. 世界地理研究, 2023, 32(10): 147-160.

Xiaorong HE, Haichao XU, Dichuan REN, Junna QIN, Mingxue ZHANG. Research on the construction and perception of nostalgic consumption space based on scene theory: Take "Changsha Super Wenheyou" as an example[J]. World Regional Studies, 2023, 32(10): 147-160.

图/表 5

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选择编码	主轴编码	参考点数	参考点示例
实体空间	区位感知	156	在湘江边的海信广场里面，附近就是五一广场，黄兴路这些长沙核心商圈
	空间环境	393	这样的场景居然会出现在一个商场里，老旧的社区，杂乱的广告牌，纵横交错的电线，昏暗斑驳的墙皮
	空间情感	366	仿佛穿越回上个世纪，邻里一家、孩子串门，童年的记忆全都回来了，亲切感十足
文化空间	历史感知	51	整个环境历史感十足，有湖南本地特色，有宁乡花猪肉脯和老式臭豆腐制作，甚至还有传统摊贩美食
文化空间	饮食文化	127	小吃的种类很丰富，小龙虾，臭豆腐，糖油粑粑都是地道的长沙美食
空间主体	服务者感知	152	每个服务人员都干净利落，态度也非常好，想去什么地方都会得到很耐心地指路
	经营者感知	42	作为一位有情怀的餐饮人，文宾讲究思想深度与文化品位，精心设计每一个角落，每一间店铺都代表了他的信仰
	消费者感知	275	里面的人比较多，大部分是游客，用餐高峰期比较拥挤，秩序维持得比较好

选择编码	主轴编码	参考点数	参考点示例
实体空间	区位感知	156	在湘江边的海信广场里面，附近就是五一广场，黄兴路这些长沙核心商圈
	空间环境	393	这样的场景居然会出现在一个商场里，老旧的社区，杂乱的广告牌，纵横交错的电线，昏暗斑驳的墙皮
	空间情感	366	仿佛穿越回上个世纪，邻里一家、孩子串门，童年的记忆全都回来了，亲切感十足
文化空间	历史感知	51	整个环境历史感十足，有湖南本地特色，有宁乡花猪肉脯和老式臭豆腐制作，甚至还有传统摊贩美食
文化空间	饮食文化	127	小吃的种类很丰富，小龙虾，臭豆腐，糖油粑粑都是地道的长沙美食
空间主体	服务者感知	152	每个服务人员都干净利落，态度也非常好，想去什么地方都会得到很耐心地指路
	经营者感知	42	作为一位有情怀的餐饮人，文宾讲究思想深度与文化品位，精心设计每一个角落，每一间店铺都代表了他的信仰
	消费者感知	275	里面的人比较多，大部分是游客，用餐高峰期比较拥挤，秩序维持得比较好

核心维度（词频/百分比）	排序	高频词	频度	排序	高频词	频度
实体空间感知（6 318/44.76%）	2	长沙	2 284	71	位置	157
	10	拍照	942	89	旅游	126
	11	环境	853	95	景点	120
	32	海信	354	137	场景	91
	33	装修	346	138	设计	90
	34	年代	342	143	氛围	88
	37	特色	328	148	建筑	84
	64	怀旧	178	169	干净	75
	65	商场	174	345	童年	32
文化空间感知（4 751/33.66%）	3	味道	1 202	162	经典	78
	8	好吃	1 047	167	辣椒	76
	9	龙虾	961	204	地标	62
	19	小吃	530	210	大众	59
	57	体验	196	285	地道	40
	97	美食	119	325	湘菜	35
	121	口感	100	332	品质	34
	122	招牌	100	356	摊贩	30
	152	文化	82	401
空间主体感知（3 047/21.59%）	5	排队	1 178	213	细节	59
	12	服务	823	226	老板	56
	30	朋友	378	237	人员	53
	116	游客	107	294	火爆	39
	170	情怀	75	338	营业	33
	179	预约	73	405	品味	26
	205	热情	62	411	用心	26
	202	态度	59

核心维度（词频/百分比）	排序	高频词	频度	排序	高频词	频度
实体空间感知（6 318/44.76%）	2	长沙	2 284	71	位置	157
	10	拍照	942	89	旅游	126
	11	环境	853	95	景点	120
	32	海信	354	137	场景	91
	33	装修	346	138	设计	90
	34	年代	342	143	氛围	88
	37	特色	328	148	建筑	84
	64	怀旧	178	169	干净	75
	65	商场	174	345	童年	32
文化空间感知（4 751/33.66%）	3	味道	1 202	162	经典	78
	8	好吃	1 047	167	辣椒	76
	9	龙虾	961	204	地标	62
	19	小吃	530	210	大众	59
	57	体验	196	285	地道	40
	97	美食	119	325	湘菜	35
	121	口感	100	332	品质	34
	122	招牌	100	356	摊贩	30
	152	文化	82	401
空间主体感知（3 047/21.59%）	5	排队	1 178	213	细节	59
	12	服务	823	226	老板	56
	30	朋友	378	237	人员	53
	116	游客	107	294	火爆	39
	170	情怀	75	338	营业	33
	179	预约	73	405	品味	26
	205	热情	62	411	用心	26
	202	态度	59

空间	因子	性别	年龄	职业	文化程度	收入	日常居住地
实体空间	F	0.192	15.502	4.024	1.522	3.334	40.886
实体空间	Sig.	0.662	0.000	0.000	0.197	0.006	0.000
文化空间	F	1.094	6.876	5.155	7.260	2.723	47.814
文化空间	Sig.	0.297	0.000	0.000	0.000	0.021	0.000
空间主体	F	3.300	1.353	1.622	3.101	3.153	31.517
空间主体	Sig.	0.071	0.243	0.131	0.016	0.009	0.000