藏族歌曲对西藏旅游地形象感知的影响

The Study on Impacts of Tibetan Songs on the Perception of Tourism Destination Image of Tibet

旅游形象感知一直是国内外研究的热点,且相关研究视角日趋多样化。已有研究多集中在视觉感观方面,鲜有从听觉角度分析旅游者对目的地形象的感知。随着通讯技术及便捷音响设备的发展,音乐与旅游的结合越发紧密,迫切需要对音乐影响旅游地形象感知和形象构建的作用过程进行分析,以弥补感知研究中对听觉关注的空缺。以西藏为案例地,以广为传唱的藏族歌曲为研究对象,从旅游形象的两个层面探讨了歌曲对西藏旅游地形象感知的影响,并论证了藏族歌曲与旅游决策的相关关系。同时,还对藏族歌曲的传通有效性及其性别、年龄、文化程度对歌曲感知的差异进行了探讨。研究表明,西藏旅游形象具有多元性的特点。藏族歌曲能够影响旅游者对西藏的形象感知,强化对西藏的向往。旅游者对旅游地形象的感知和建构是一个连续的过程,在不同的旅游环节和角色中,歌曲发挥的影响作用不同。藏族歌曲对西藏旅游地的诠释以自然风景为主,人文信息为辅,对宗教文化涉及不多。此外,音乐传播旅游形象的实现依赖于音乐本身传播的成功,并非"造歌运动"之效果,而藏族歌曲却突破了语言约束,表现出以汉语为感知媒介的独特特点。另外,歌曲还对旅游者理性认识旅游地,触及旅游本真具有非常重要的意义。

The perception of tourism image has been a research hotspot at home and abroad. The perspective of relevant research is becoming more diverse under the influence of New Cultural Geography ideas since the 1990s. However,most studies focus more on the aspect of visual and sensory than on hearing. The combination of music and tourism is getting more and more closely as the development of communication technology and convenient audio equipment. There is an urgent need to analyze how the music influences the perception of destination image and how the music constructs the destination image,which can make up the vacancy for the study of hearing. This article discusses the impact of songs on the perception of tourism destination image of Tibet from two dimensions through the case of Tibet and research object of popular Tibetan songs,and demonstrates the correlation between the Tibetan songs and travel decision-making. At the same time,this study also discusses the validity of communication-circulation of Tibetan songs and the perception diversity of tourists from aspects of gender,age and education. The result shows that the tourism image of Tibet has a characteristic of diversity. And Tibetan songs can affect tourists on image perception of Tibet and strengthen the desire of Tibet. It is a continuous process for tourists to perceive and construct the destination image. Songs play a different role in the whole process. The annotation for Tibetan songs to Tibet destination gives first priority to natural landscape and second priority to human information and is less involved in religious culture. Furthermore,the achievement of music spreading destination image depends on the music spreading itself successfully rather than the effect of ＂movement of songs making＂,but the Tibetan songs which break through the restriction of language show a special characteristic of taking Chinese as the perception medium. In addition,songs are of great significance to tourists to get a better understanding of tourism destinations and touch the reality of tourism destination.