【作者】 张晓丹；

【导师】 汪会玲；

【作者基本信息】 暨南大学 ， 旅游管理， 2023， 硕士

【摘要】 乡村民宿作为乡村振兴的重要助力,在激烈的民宿市场竞争中,如何优化在线展示策略是提升竞争力的关键问题。“讲故事(Storytelling)”、品牌故事和叙事等是经营方与消费者沟通的重要营销方法之一。文章基于叙事传输理论,以四川、云南沿线的民宿为例,使用定量和定性相结合的方式,对携程上的文本数据进行分析,结合6位民宿经营者、24位民宿消费者的深度访谈以及参与式观察,揭示了民宿线上叙事传输的过程、特征及作用,探讨了民宿的线上叙事传输逻辑。研究发现:(1)民宿的线上叙事过程分为故事制作、故事讲述和故事接收三个阶段,每个阶段都以不同的方式影响着叙事传输,三者构成了完整的解释框架。(2)民宿的线上叙事传输是一个往复循环的过程,具有“多元化”的特征。(3)民宿叙事是面向生活方式的叙事。讲好民宿故事,关键在于展现寻常之外的别样生活方式。(4)线上叙事与线下叙事共同组成完整的民宿叙事过程,网络和实体融合成一个协调的、精心安排的整体,从而生发出一种全新的广义叙事模式。文章丰富了旅游领域对于叙事传输理论的认知,为民宿经营者优化在线展示策略,尤其是故事的内容选择和讲述策略提供针对性的建议指导。更多还原

【Abstract】 As an important contributor to rural revitalization,how to optimize online display strategy is a key issue to enhance competitiveness in the fierce competition of Minsu market."Storytelling",brand stories and narratives are among the key marketing methods used by operators to communicate with consumers.Based on narrative transportation theory,this research takes the Minsus along Sichuan and Yunnan provinces as examples,uses a combination of quantitative and qualitative approaches to analyze text data on Ctrip,combined with in-depth interviews with six Minsu operators and 24 Minsu consumers as well as participant observation.This research describes the process,characteristics and role of online narrative transmission in Minsus and explore the logic of online narrative transportation of Minsus.Four main findings emerged.Firstly,The online narrative transportation process of Minsu is divided into three stages: story making,story telling and story receiving,each of which influences the narrative transportation in a different way,and all three stages constitute a complete explanatory framework.Secondly,the online narrative transportation of Minsu is a cyclic and recurring process with the characteristic of "pluralism".Thirdly,the core of Miusu narration is the lifestyle.The key to telling a good Minsu story is to show a different way of life beyond the ordinary.Fourthly,the online narrative and the offline narrative together form a complete Minsu narrative process,with the network and the physical merging into a coordinated and carefully arranged whole,thus giving rise to a new broad narrative model.The research enriches the knowledge of narrative transportation theory in the field of tourism and provides targeted suggestions and guidance for Minsu operators to optimize their online presentation strategies,especially the content selection and storytelling strategies.更多还原