Research On Perception And Construction Of Place Of Urban Nostalgic Consumption Space

Place is a space that carries various collections of social and cultural meanings.It is one of the hot topics that geographers pay attention to.In the context of "cultural and spatial turn" and "emotional turn" in geography,the role of urban social culture in consumer places is increasing.Consumption space has become an important carrier of identity and local identity,and nostalgia has also become an important factor in the construction of consumption fields.Urban nostalgic consumption spaces with local cultural characteristics have begun to emerge,and small-scale spaces that are closely connected with daily life have been influenced by geographers.This study takes the "meeting Chang’an" restaurant chain in Xi’an as a case of nostalgic consumption space,studies the perception and differences of different consumer groups from a micro perspective,and explores the process of local construction of nostalgic consumption space,which is helpful to enrich local theories.The research results are expected to be beneficial to the management practices of the same type of consumption space in the city;at the same time,it will provide an important reference for avoiding the emergence of "placelessness" in the city and highlighting the urban cultural characteristics.This study takes the “Meet Chang’an” restaurant chain in Xi’an as a case study,and combines qualitative and quantitative methods to analyze the consumer’s spatial perception and the process of local construction based on this.First,use ROST CM6 to extract the perceptual dimensions and high-frequency words of online texts and interview texts to obtain consumers’ perception of space.Second,use SPSS21.0 to perform statistical analysis on the questionnaire data to obtain consumer space perception.The differences produced by different dimensions;finally,based on this,the spatial construction theory of the restaurant is analyzed.The following main conclusions were reached:(1)Consumers’ perception of nostalgic consumption space is mainly concent rated on the three dimensions of physical space,local culture and emotional spa ce.Through the collection and arrangement of high-frequency words in online te xts,it is found that: First,consumers have the highest perception of material sp ace.The appearance environment of the restaurant is based on the theme of Tan g history and culture,in contrast to the surrounding modern and stylish decorati on.After lining up to check in,consumers can directly feel the obvious nostalgi c atmosphere.Secondly,the lower perception is the local culture.After entering the internal space,consumers can feel the authenticity of local culture through a uthentic Shaanxi cuisine and the dialect and personality of the waiter.Finally,o n the basis of previous perceptions,consumers form the perception of emotional space after deep experience through personal emotional behaviors and emotional exchanges between groups,so the perception is the lowest.(2)Different demographic backgrounds of consumers will affect their spatial perception.As an individual’s subjective experience,spatial perception is closely related to his life experience and background.The differences in personal perce ption are mainly based on age,education,and place of residence.Age and daily residence have the most significant impact on consumers’ perception of physical space;education and age have the most significant impact on consumers’ perce ption of local culture;education and income have the most significant impact on consumers ’emotional space.(3)In the process of local construction,nostalgic consumption space not onl y retains the local history and culture,but also contains the products of capital production and consumption activities.It has the function of space production.T he spatial production theory was used to explain the local construction of the re staurant “Meet Chang’an”,and it was found that the participation of different so cial subjects completed the restaurant space practice: the Xi’an Municipal Govern ment planned to guide the “Meet Chang’an” restaurant to localize the establishm ent of a chain brand;the operator passed the store name And various activities have formed intangible disciplines on consumer psychology;consumers have crea ted different space practice methods based on perception.(4)Local landscape symbols and text images reproduce past times and emoti onal memories."Meeting Chang’an" reshapes the local landscape symbols throug h physical senses such as sight,touch and smell,and reflects the local cultural connotation through text and images,which is characterized as a typical nostalgi c consumption space.However,the representational space is affected by consum erism and counteracts the representation of space.On the one hand,consumers will have a positive identification of the historical nostalgia of space shaping.O n the other hand,they will also have a resistance mentality.They believe that s pace does not fully reflect local culture.Features,the phenomenon of homogenei ty,it can be seen that the local construction of "Meeting Chang’an" restaurant is a complex and interactive construction process.