Abstract: It has been two centuries for seaside tourism in Europe, with several stages of evolution. During the period, the European acted from fear of water and sea to entertainment with water and sea, from sun escaping to sun tanning. Meantime, tourists also spread from the elite to the general public. Its development process went through a series of power transformation: from private autonomy, to government-led, to joint management of multi-actors. Accordingly, the exploitation of seaside tourism performed from out-of-order to orderly development. Evolution of each stage was closely associated with social and cultural movements in Europe. The linear logic with “Theory of Evolution” is untenable, which refers to the consistency of types of activity and behaviors of Chinese and western tourists after so-called mature stage of tourism market in China. However, Chinese seaside tourism development, just like that of European’ s, must and will be the multi-function space for multi-actors with joint protection, joint management and mutual possession within competition and cooperation.

Keywords: seaside; seaside tourism; Europe; tourist place; tourist practices

摘要： 海滨旅游在欧洲产生至今已有200年历史，期间历经多个阶段。期间欧洲人从惧海、惧水到下海作乐，从倾慕冰肌雪肤到以古铜肤色为美，旅游者也从精英阶层普及到普通大众。海滨旅游的开发也从无序到有序，从私人自主发展到国家主导，再到多元群体共管。每个阶段的演变都与欧洲社会和文化的变革紧密关联。本文认为当中国旅游市场发展到所谓的“成熟”阶段之后，中外旅游者的活动类型及行为表现将趋于一致这样的“进化论”观点并不一定站得住脚。但同欧洲海滨一样，旅游风潮日盛的中国海滨必须也必定会成为多元群体共同保护、共同管理、共同享有并为之既竞争又合作的多功能空间。

关键词: 海滨, 海滨旅游, 欧洲, 旅游地, 旅游行为