基于符号学的秦俑馆名牌景点形成研究

A Study on the Formation of Qin Terra-Cotta Brand Scenic Spot Based on Semeiology

从符号学和传播学来看,旅游品牌用以指称特定产品或服务的具有一定涵义的传播符号和消费符号。据此,本文构建了双角度"三位一体"旅游品牌符号系统,该系统由品牌生成—符号传播—消费者解读3个方面构成。同时由于企业解释、媒介传播与旅游者解读存在一定的偏差,在品牌传播的过程中存在传者和受众的双向沟通问题。西安秦俑馆是陕西及中国国际旅游名牌景点,本文以该名牌景点为案例,分析了其"三位一体"的特征和其形成过程。通过研究可知,品牌符号理论指导旅游品牌的建设具有重要的意义和很强的操作性。旅游企业在抓好品牌质量同时,须重点注意品牌生成过程的"神话"制造、品牌的传播和游客对品牌涵义的真实解读3方面。

From the perspective of semeiology and disseminating science, tourism brand refers to special product or service with certain connotative disseminating sign and consuming sign. The paper intends to construct a ＂three-in-one＂ tourism brand sign system, which is composed of brand emergence-sign spread- consumers＇ understanding. Owing to the fact that there exists certain deviation between the spread and masses in the process of brand spread. Xian Qin Terra-Cotta pavilion is an international tourism brand scenic spot in Shaanxi and China. The paper, taking this brand scenic spot as a case, analyzes the ＂three-in-one＂ feature and its forming process. Using brand sign theory to guide the building of tourism brand is of important significance. While grasping brand quality, tourism enterprises should pay special attention to the creation of ＂myth＂ of tourism brand sign, brand dissemination and tourists＇ true understanding of brand connotation.