旅游观看方式与旅游形象塑造

On Tourist Ways of Sightseeing and Creation of Tourist Images

观看方式与目的地旅游形象密切相关。旅游者对目的地的观看方式不同,所形成的旅游形象也就不同。观看方式受世界观、价值、态度、倾向性、信念等因素的影响,是社会文化熏陶的结果。旅游观看方式具有非政治性、非历史性、局部性、肤浅性、浪漫性、男性眼光等特点。只有认真研究不同目标市场旅游者所处的社会文化背景,针对不同的旅游观看特点,才能塑造满足旅游者心理期待和心理想象的旅游形象。

Ways of seeing are closely related with tourist images. Different ways of seeing will lead to different destination images. Ways of seeing are influenced by world outlook, values, attitude and beliefs that are socially and culturally cultivated. Apoliticalization, ahistorization, deeontextualization, simplification, romanticization and male gaze are the main characteristics of the tourist ways of seeing. In order to create ideal tourist images that can satisty tourists＇ psychological wants and needs, it is necessary to study the social and cultural backgrounds that tourists belong to in different destination markets. Therefore, tourist images creation is a wide social and cultural process.