北京旅游目的地形象的感知——中西方旅游者博客的多维话语分析

Perceptions of the Image of Beijing's Tourist Destinations——An Analysis of the Multi-dimensional Discourses on the Blogs from Chinese and Western Tourists

目前,很少有学者采用旅游者博客这一新兴的方式研究游客对旅游目的地形象的感知。文章选择中西方旅游者博客话语为切入点,从"文化繁荣"、"宜居和生态"、"现代化大都市"、"社会和谐"和"经济发展"5个维度探讨中西方游客对北京旅游目的地形象感知的异同,并讨论了两个不同旅游群体在文化背景、意识形态和消费水平方面的差异。最后,文章对如何提升来京中西方游客的体验评价提出了切实的建议。此研究意在强调旅游者博客在旅游目的地形象研究中的重要意义,同时亦希望能够对话语分析的跨学科发展作出贡献。

Currently, few scholars have adopted the newlyemerging approach of tourists＇ blogs to study their perceptions of the image of tourist destination. The paper, choosing the discourses on their blogs as focal point, tries to study the differences and similarities of their perceptions of Beijing＇ s tourist destinations from the five multi-dimensional perspectives of ＂ cultural prosperity＂, ＂ suitable dwelling and ecology＂, ＂modernized metropolis＂, ＂ social harmony＂ and ＂ economic development＂ and discuss the differences of these two different tourist groups in terms of their cultural background, ideology and consumptive level. Finally, some reasonable suggestions are offered regarding how to upgrade the experience evaluation of the Chinese and western tourists coming to Beijing. The study aims to stress the significance of tourist blogs in the study of the image of tourist destinations, hoping to contribute to the further development of cross-disciplinary discourses as well.