论文从历史演进和意识建构角度阐释了现代异化背景下游客对乡村旅游的根性诉求,构建了乡村旅游中乡村意涵与文化价值的实现过程解析框架,然后通过实证研究,分析了乡村旅游根性诉求异化机理。结论认为,深刻的人地关系意识和哲学认同养成的亲土心理结构与田园精神是乡村旅游的根本动力源,基于城市化与现代化进程的人性异化与身份认同危机的后现代反叛是乡村旅游的现代引擎,乡村旅游的本质是乡土-人性结构的回归与重建。而多媒体"伪乡村"的旅游形象建构又导致了乡村从生产性到消费性的转换、乡村旅游需求的异化与"伪乡村旅游"意识形态的形成。乡村旅游急需深刻的反思与革命,扭转发展的方向与目标,并在乡村与旅游传统的回归中逐步实现乡村与人性的文化救赎。

This paper discusses the original appeals of rural tourism of tourist under the background of modernization in the historical evolution and ideology construction,and constructs the analytical framework of the implementation of the country's implications and culture value in rural tourism. And then gave an analysis on the dissimilation mechanism of the original appeals of rural tourism through empirical studies. The proportion of the rural tourists who have the motivation of searching new things should be relatively small due to its destination point to the diversity and route choice. But the results of the survey showed that the proportion of rural tourism demand structure presented abnormal distribution, the proportion of rural tourists which have the original appeals was relatively small, accounted for only 18.6%. Most of the tourists in the reality don't care "the rurality" matters alleged by the scholars.What cause this paradox? Further interviews found, rural tourists have been induced to adjust their needs and goals because of the alienated rural tourism products. The worship of soil psychological structure and agricultural spirit,which is taught by the deep sense of man-land relationship and philosophical identity, is the basic power of rural tourism. The post-modernism revolt based on the alienation of human nature and the identity crisis is a modern engine of rural tourism. The essence of rural tourism is a reversion and reconstruction to the structure of country-humanity. Tourism image construction of media colonial discourse caused the conversion of country's property from productive to consumer, the alienation of rural tourism demand and "pseudo rural tourism" ideology. Rural tourism is in urgent need of a full reflection and revolution, to reverse the development direction and goals, and gradually realize the cultural salvation of country and human nature in the reversion of country's property and tourism tradition.