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旅游导刊  2017, Vol. 1 Issue (1): 51-66    DOI: 10.12054/lydk.bisu.5
    
原真性与标准化悖论:饮食文化的消费情境与生产者响应
曾国军, 陆汝瑞
中山大学旅游学院 广东广州 510275
Paradox of Authenticity versus Standardization of Food Culture: Consumption Context and Producers’ Response
Guojun ZENG, Rurui LU
School of Tourism Management, Sun Yat-sen University, Guangzhou 510275, China
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摘要:

尽管饮食文化生产已经成为饭店管理和饮食地理领域备受关注的理论问题,然而目前还缺乏一个系统的理论框架来整合分析不同消费情境下生产者与消费者在饮食文化生产中的原真性协商过程。本文基于原真性与标准化的二维分析框架,将消费情境因素纳入到饮食文化生产研究之中,对不同消费情境下生产者与消费者共同建构的原真性演变进行讨论,通过多案例分析,探讨生产者如何动态调整产品和服务类型,以适应不同消费情境。在此基础上构建了不同消费情境下饮食文化生产的战略分析框架,以助推饮食文化生产理论的发展,也将为酒店、景区及其他服务企业的扩展战略提供理论支持。

关键词: 原真性标准化文化生产扩展战略消费情境    
Abstract:

Although food culture production has become a focal theoretical problem in the area of hospitality management and food geographies, there is still lack of theoretical framework to integrate and analyze the authenticity coordination process in the food culture production between producers and consumers under different consumption contexts. Based on the two-dimension framework of authenticity and standardization, this paper discussed the evolution of authenticity which was constructed by producers and consumers together in different consumption contexts. Meanwhile, this paper explored how producers adjust product and service dynamically in order to adapt to different consumption contexts by multi-case analysis. The study found that: first, when restaurants focus on local customers business, keeping objective authenticity is very important. Second, if restaurants achieve expansion of groups, they should select standardized authenticity. Third, if restaurants achieve translocal expansion, then producers need to adopt symbolic authenticity. Last but not least, if restaurants focus on the customers of foreign culture, they may need to adopt reconstructed authenticity.Through multi-case analysis, the paper discussed and constructed the strategic analysis framework of food culture production in different consumption contexts. It will boost the development of food culture production theory and can also provide theoretical support for expansion strategy of hotels, scenic spots, and other service enterprises.

Key words: authenticity    standardization    cultural production    expansion strategy    consumption context
收稿日期: 2015-11-15 出版日期: 2017-01-15
PACS:  F59  
基金资助: 国家自然科学基金(41571129;41201140;41301140)
作者简介:

[作者简介] 曾国军(1977— ),男,湖南华容人,博士,中山大学旅游学院教授、酒店与饮食研究中心主任,研究方向:酒店管理和饮食地理。陆汝瑞(1990— ),男,安徽合肥人,中山大学旅游学院硕士研究生,研究方向:酒店管理和饮食地理。

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引用本文:

曾国军, 陆汝瑞. 原真性与标准化悖论:饮食文化的消费情境与生产者响应[J]. 旅游导刊, 2017, 1(1): 51-66.

Guojun ZENG, Rurui LU. Paradox of Authenticity versus Standardization of Food Culture: Consumption Context and Producers’ Response. Tourism and Hospitality Prospects, 2017, 1(1): 51-66.

链接本文:

https://lydk.bisu.edu.cn/CN/10.12054/lydk.bisu.5        https://lydk.bisu.edu.cn/CN/Y2017/V1/I1/51

图1  饮食文化生产的4种战略[15]
图2  4种消费情境下的生产者响应
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