實(shí)錄丨吳必虎：Byte or Site? 數(shù)智化時(shí)代的目的地塑造

泰國(guó)易三倉大學(xué)與北京大學(xué)基于中泰教育文化合作，聯(lián)合共建“文化科技與社會(huì)創(chuàng)新實(shí)驗(yàn)室”，并于1月17-20日開展系列專項(xiàng)學(xué)術(shù)交流活動(dòng)。北京大學(xué)城市與環(huán)境學(xué)院旅游研究與規(guī)劃中心創(chuàng)始主任吳必虎教授受邀出席并在“文化科技與社會(huì)創(chuàng)新國(guó)際學(xué)術(shù)研討會(huì)”作《Byte or Site: Digitalized Destination Making and Marketing》主旨發(fā)言。

以下為演講實(shí)錄：

Thank you, everybody. I know I only have seven minutes, but I prepared a long PPT. I need two hours. So simply, I think I just want to share a new concept called “Experoutination”. It is a new English vocabulary I created myself.

experoutination =

exploration/experience + route + destination

It came from “the exploration for new knowledge and experience at other place" during the long history of human development. So here, what I want to share with you is that in history, many people travel, and when they travel, they write something. We call it "travel writing". A place like Thailand is described or, you know, drawn in a painting and poems or songs to a place. We collectively refer to these as "place writing". We have a large amount of place writing and travel writing in the library.

謝謝各位。我知道自己只有七分鐘的時(shí)間，但我準(zhǔn)備的 PPT 內(nèi)容足足能講兩個(gè)小時(shí)。簡(jiǎn)而言之，我想分享一個(gè)我自創(chuàng)的新概念——“Experoutination”。這個(gè)詞源于人類漫長(zhǎng)發(fā)展歷程中，在途中與目的地的新知探索（exploration for new knowledge）與異地體驗(yàn)（experience at other place）。歷史上，許多人通過旅行留下了文字，我們稱之為“游歷記錄”（travel writing）。而當(dāng)一個(gè)地方——比如泰國(guó)，被描繪在詩歌、畫作或歌曲中，這些匯集起來的作品，我們則稱之為“地方書寫”（place writing）。大量的“地方書寫”與“游歷記錄”被收藏在圖書館中。

If we collect all the books in one library, this library could be called “游歷圖書館” or “Experoutination Library”. So with this new concept, we discuss the possibility to look at what is helpful for our destination as a tourism attraction. We know some places like Huangshan Mountain or the Great Wall or China's Forbidden City, many places are famous because we have read something in a library, in a book, watch the TV or a film. Last night, I saw the film "The Bridge on the River Kwai", shared by Professor Xiang Yong in the WeChat group. I'm very moved by the film. And why is the bridge Kwai or the Guihe Qiao so famous? Because we have stories, we have films, we have, you know, many media to promote or to bring the information to everybody's mind or brain.

若將這些書籍匯集一處，便可稱之為“游歷圖書館”或“Experoutination Library”。借由這一新概念，我們可以進(jìn)一步探討地方書寫如何助力旅游目的地的發(fā)展。眾所周知，黃山、長(zhǎng)城或故宮之所以聞名世界，常常是因?yàn)槲覀儚臅⒒蛴耙曌髌分蝎@得了對(duì)它們的認(rèn)知。昨晚，我觀看了向勇教授在微信群分享的電影《桂河大橋》，深受觸動(dòng)。桂河大橋?yàn)楹稳绱顺雒?？正是因?yàn)槲覀儞碛邢嚓P(guān)的故事、電影以及各類媒體的傳播，使這些信息深深印入每個(gè)人的腦海。

With the knowledge that people tell you in a book, not only in a book, but also from words and poems inscribed on stones. And we also store the information in the film, in a tape, in a painting , or something like that. So there are so many ways to collect or to store or to record the information about a place. So what is changed by the new technology? For example, information and the smart tourism and something like that. So that's why we have a lab at Assumption University—the "Cultural Technology and Social Innovation Lab". It is faced with a challenge.

關(guān)于一個(gè)地方的信息不僅載于書籍，有時(shí)也鐫刻在石碑的文字、詩篇之中。此外，信息也可以通過電影、磁帶、繪畫等多種媒介得以保存。由此可見，收集、儲(chǔ)存或記錄地域信息的方式極為豐富。那么，新技術(shù)帶來了哪些改變？在信息傳播與智慧旅游等領(lǐng)域。由此，我們?cè)谝兹齻}大學(xué)設(shè)立了一個(gè)實(shí)驗(yàn)室——文化科技與社會(huì)創(chuàng)新實(shí)驗(yàn)室。它 正面臨著一些挑戰(zhàn)。

So many things change every day, but some things never change anywhere. For example, why people want to travel to the Guihe bridge on the River Kwai? Because it is a "place". People have a feeling or have a mindset that makes them want to go to the site. So the site is very very important. People want to travel to a special site. So the site never changes because we know something about a site for a physical or human geography, but also we have something that, yes, you could take a picture or have all the information digitalized. But if you cannot go to the special site, you will be, you know, have some distance from the story, the history, and the civilization. So that site or the significance or the importance never change.

因此，有些事物日新月異，但也有些東西在任何地方都恒久不變。人們?yōu)楹蜗蛲鸷哟髽?？因?yàn)槟鞘钦鎸?shí)的“地方”。人們渴望親臨其境，這份“地方感”至關(guān)重要且無可替代。雖然數(shù)字化能讓我們獲取信息，但若無法親臨現(xiàn)場(chǎng)，便始終與故事、歷史和文明隔著一層距離。因此，“地方感”的獨(dú)特意義永恒不變。

We have a professor called Yi-Fu Tuan. He is a Chinese-American. He was famous for his concept o f “topophilia” in humanistic geography, or the people, everybody have been attached to some place, the place where you were born, the place where you got your degree. For example, all the alumni from Peking University or Assumption University, they would like to go back to visit where they were fostered. So this is a place attachment, a place, you know, "topophilia". Topophilia is very important and never changes in history or in the cultural industry or tourism industry. But another thing changes very often, that is technology.

著名美籍華裔學(xué)者段義孚教授提出了人文地理學(xué)中的“戀地情節(jié)”概念，每個(gè)人都對(duì)某些地方懷有情感聯(lián)系，比如你的出生地、你獲得學(xué)位的地方。例如，北大或易三倉大學(xué)的校友總想回母校看看，這就是一種地方依戀，或者說戀地情結(jié)。這種戀地情結(jié)在文化和旅游產(chǎn)業(yè)中舉足輕重且歷久彌新。而技術(shù)，則經(jīng)常發(fā)生變革。

So all the people in many conferences these days, these two years, people have talked about what impact of the AI is, artificial intelligence, will change or impact or relocate the job. You know, people worry about where we could find a job. Even though you got a PhD from Peking University, it doesn't mean that you could find a job, because many professorship, many human vocation will be changed or replaced by the AI industry. So AI could h elp us to make a film with less cost, but this raises another question: what is art in the future? To me, leisure studies and art studies or art making is a way to solve the problem that many people lost their jobs because of AI. So why are tourism and leisure important? Because people don't need to get a job. We cannot find that solving approach for a new employment of creativity. Creative new job is very difficult, but sometimes something from the aspect of art, creating, could help. Some people do some art job, some other people enjoy what the artist made.

近兩年來，各類會(huì)議都在熱議人工智能對(duì)就業(yè)的沖擊與重塑。人們擔(dān)憂何去何從，即便擁有北大博士學(xué)位，也未必能高枕無憂，因?yàn)樵S多職位正面臨被人工智能取代的風(fēng)險(xiǎn)。AI 確實(shí)能降低電影制作成本，但這讓我們反思：未來的藝術(shù)究竟是什么？在我看來，休閑研究與藝術(shù)創(chuàng)作，或許是應(yīng)對(duì) AI 時(shí)代就業(yè)挑戰(zhàn)的一劑良方。為何旅游與休閑如此重要？當(dāng)傳統(tǒng)的就業(yè)模式難以為繼，創(chuàng)造性的新工作又求之不得時(shí)，藝術(shù)創(chuàng)作或許能開辟新徑——一部分人從事藝術(shù)創(chuàng)作，另一部分人則享受這些藝術(shù)成果。

So that's my answer to what's the site and what's the byte. The byte changes everything, but the site attracts people for long time. Thank you very much.

這就是我對(duì) “Byte or Site?” 這一命題的回答：字節(jié)改變了一切，但地方卻能長(zhǎng)久地凝聚人心。非常感謝大家!

受聘擔(dān)任易三倉大學(xué)—北京大學(xué)“文化科技與社會(huì)創(chuàng)新實(shí)驗(yàn)室”博士生導(dǎo)師

易三倉大學(xué)副校長(zhǎng)Dr. Kitti Phothikitti（左）

北京大學(xué)城市與環(huán)境學(xué)院吳必虎教授（右）

2026年1月19日